We’re in a really interesting time right now, where content and brands are really starting to blur. And it is really easy for brands to look at what’s trending and be tempted to chase those trends, while forgetting about their brand’s core DNA. In practice, the content that works is the content that resonates with your audience. So, I think the best way to proceed is always to go back to basics - Who are you? Who do you serve? Who does your product cater for? - and then think about how content can amplify that. Use new technology, use new channels, but never forget to do it in a way that is right for your brand. One thing we can be sure of, as influencer marketing and AI content proliferate, is that people are going to be bombarded by more and more messages, and the ones that are going to resonate are the ones that connect with an audience. And you can’t do that unless you are being true to your brand.
Key Insights
The TV homescreen is going to be such a critically important space for brands in the coming years. Historically, the homescreen has been a forum for content discovery, but as audiences fragment and mainstream audiences become harder to find, it is one of the very few places where every viewer will inevitably spend time. And there is a huge opportunity here for brands to think about the psyche of consumers during certain viewing experiences, and to find relevant, effective ways of making sure their brand is present in those moments, telling stories that really land. We are increasingly seeing the most joined-up brands connecting the stories that they are telling with their branded content to their broader media and TV strategy. All of those touchpoints are now coming together, and everything is connecting to everything else.
Signature Work Achievements
Minai Bui is Samsung Ads’ Director of Product Marketing, EMEA. She has spent her career at the forefront of product marketing and digital media for a succession of major media brands, spearheading innovation and building teams, whether at Google and Viacom or in her current role.
As Samsung Ads’ first product marketer in Europe, Minai has built the product marketing team from the ground up and been instrumental in expanding the company’s global product roadmap to include, for the first time, the creation and launch of products built specifically for EMEA markets.
She has played a pivotal role in Samsung’s expansion into mobile data for CTV advertising, and in the development of innovative products such as the GameBreaks format and Samsung Insights Planner - a data-driven tool designed for UK advertisers to optimise TV campaigns by bridging the gap between linear TV and CTV.
A member of Samsung Ads’ leadership team, Minai mentors extensively within the business, and helped to build Samsung’s internal Ads Academy to train its EMEA client-facing teams. She is currently leading an internal task force on ways to help agencies and clients derive maximum benefit from Samsung’s first-party and ACR insights across.
Career Lessons
Challenge your own thinking, and go the extra mile to find different perspectives. It’s a very siloed world sometimes, and it’s also very easy to try and solve problems by yourself, using only the information that’s already at your fingertips. That is commendable, in some respects, but you can learn such an enormous amount by getting out there and listening to other people’s points of view - people from other companies, other departments and other perspectives. Extend an olive branch, make new connections. Networking in your own circles is vital, but at the same time, it is important to be a little bit mindful of industry echo chambers, where everyone is sharing and re-sharing the same knowledge and expertise. So, do plenty of desk research, use AI tools, meet people from all walks of professional life - and then, when you are back in your team, be ready to play devil’s advocate and push back against conventional solutions. Because the best answer might be something no one else has found out about yet.
