Samsung has steadily refined its marketing approach to a more consumer-centric strategy, which focuses on how its products and technologies can create meaning in the lives of consumers. For example, Samsung’ campaigns in 2015 include ‘Look at Me’ for autistic children, ‘Safety Truck’ for road safety, ‘Every Day is Day One’ for athletes, and ‘Center Stage’ for an enhanced consumer retail experience. To earn these prestigious honours, Samsung collaborated with world-class creative agencies including Cheil Worldwide, Leo Burnett and 72&Sunny.