Global Content Strategy

Global Content Strategy, Localization, Creative Oversight

Regions: 72 international markets

Overview:

Led the development of a unified global content strategy for four of Samsung’s key product verticals: Mobile & Communications (MX), Digital Appliances, Visual Display, and Computing.

This initiative spanned 72 international markets, with a focus on full content localization, cross-regional alignment, and brand consistency across digital channels. The work included strategic planning for regional campaign rollout, KPI alignment, creative governance, and the development of scalable content frameworks to support global growth.

Key Responsibilities:

• Creative guardrails to ensure brand integrity across visual and messaging systems

• Strategic content mapping across 4 verticals and 72 markets

• Localization protocols tailored to market maturity, language, and platform trends

• Integrated campaign frameworks to align global and regional initiatives

Impact:

A centralized, scalable strategy that equipped Samsung’s global marketing teams with the tools, clarity, and governance required to execute across vastly different regions, while maintaining a cohesive global voice.

Creative Direction for Product Key Art

We were responsible for capturing and developing key art to support Samsung’s major product launches across mobile, visual display, computing, and home appliance categories.

Each asset was designed to encapsulate core product messaging and communicate brand ethos at a global scale, while remaining flexible for localization and regional deployment.

This work required deep understanding of the product’s technical features, emotional positioning, and cultural translation needs.

Cultural & Global Nuance at Scale

Effective global storytelling requires more than translation. It demands a deep sensitivity to cultural nuance, consumer behavior, and regional context.

We implemented a multi-tiered approach to cultural adaptation across four product verticals: Mobile, Visual Display, Computing, and Home Appliances, to ensure messaging, visual language, and emotional positioning were not only globally consistent, but locally resonant.

This included:

• Audience segmentation by market maturity, media behavior, and regional tech fluency

• Guidance for adapting tone, symbolism, and imagery based on cultural taboos, aesthetic preferences, and digital habits

• Modular campaign architecture to support local storytelling without fragmenting brand identity

• Creative governance models that allowed local teams freedom within a global framework

By balancing brand integrity with market-specific insight, we delivered campaigns that spoke fluently across 72 regions without flattening difference or losing creative clarity.

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