Associate Creative Director & Content Strategist
Edelman | New York
For the launch of Samsung’s state-of-the-art SUHD series, we were tasked with telling the story of the new line of TVs and their standout features through a core messaging standards that would serve as a central reference point for all of Samsung’s marketing agencies, as well as retailers’ in-store displays and promotions.
We created a hierarchy of information for each model, including a primary message, four key priority messages, and additional standout features separated into two categories – picture quality and Smart TV functionality. Copy points were meant to be able to be lifted directly from the core messaging standards and placed in anything from a print ad, to online banner, to POP display.