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HTC hires Samsung Galaxy brand builder in bid to improve marketing

News by Andrew Kameka on Friday April 18, 2014.

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Blah, Blah, Blah, Blah. Apparently, having Gary Oldman spout gibberish at the beginning of an advertisement isn't the only strategy that HTC is employing to raise awareness about its products. The company has also hired a former marketing executive from Samsung to advise how to improve its ad efforts.

Paul Golden lead the Samsung Mobile marketing department from 2008 to 2012. According to his LinkedIn account, Golden "created and launched the highly successful Galaxy brand for Samsung." He is now a temporary contract worker at HTC, though a long-term deal could be in the works, according to Bloomberg. His title is unclear, but the reason for his hiring is obvious - HTC has a terrible track record when it comes to promotion.

HTC has been on a steady decline since 2011 because of the rise of Samsung its advertising blitz. HTC lacks the financial ability to compete with ad spending, but improving the effectiveness of the ads it does take has been an area ripe for improvement. Hiring someone partially responsible for Samsung's success seems like a sensible way to improve it position. Sure, Samsung's checkbook did most of the heavy lifting for Golden, but HTC needs all the help it can get at the moment.

source: Bloomberg

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Andrew Kameka
Andrew is based in Miami, Florida.

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