Samsung Electronics America
The company recently separated communications from marketing, making it a standalone function
In July, Samsung pulled its corporate communications out of the marketing discipline as part of its ongoing effort to grow and become more strategic as a communications team. In the new structure, the communications directors and senior managers report up within their own product areas, as well as to David Steel, EVP of strategy and corporate communications at the company. Steel, previously SVP of strategic marketing, in turn reports directly to Gee-Sung Choi, president and CEO of Samsung Electronics America.
"There is a lot more room for the company to grow in communications," explains Steel, whose sole area of focus will now be on communications. "We wanted to make it more strategic."
Steel hopes the company can "feed much more of the strategy and overall direction through communications" and focus on telling the story of the overall corporation. This includes its investments, its strategies, and its new technologies. Specific product communications will also still be a part of the communications outreach.
Steel considers communications to be an important element to building up Samsung's reputation. "We'll be increasing resources and hiring more people," he adds, "because we really see that as key to the brand."