| “Samsung
is the brand of the future, not only in terms of its product, but also in terms
of reaching the next generation of consumers - teens and young adults. Throughout
my career, I’ve thrived on building things and have always focused on what’s
next, not what exists. My job is to transform Samsung into a global consumer brand,
through vehicles like music, sports, entertainment and mobile media, while forging
an emotional connection with consumers and creating a stronger, more human voice
for the brand,” said Morales. Morales was most recently a creative/writer
at MTV, developing campaigns for the launch of MTV Tres, a new channel targeting
bicultural and bilingual US Latinos, as well as MTV and Microsoft’s new digital
music service, Urge. He has served in this position since May. Prior to
MTV, Morales served as the creative director of Taxi New York, responsible for
the launch of the Canadian hot shop in the US. There, he built the creative department,
secured new business and launched Taxi’s first work. The Amp’d Mobile
“Try Not to Die” campaign included online, stunts, TV and guerrilla
marketing, and it drove 1.6 million viewers to Ampd.com on launch day. The second
Amp’d Mobile campaign titled “Have the Power to Entertain Yourself”
recently won a Bronze Lion in TV at Cannes. Morales also worked on the NASCAR
and CBS Radio accounts. Prior to Taxi, Morales worked at Cliff Freeman
& Partners from 1998 through 2005. He ultimately served as the agency’s
vice president/creative director under Founders Cliff Freeman and Arthur Bijur.
At Cliff Freeman, Morales won the 2001 Cannes Film Grand Prix for the Fox Sports
regional coverage campaign as well as every major award in the advertising industry.
In addition to Fox Sports, he worked on Snapple, TBS and Value City. Morales
began his advertising career in 1997 as the first creative hire at Black Rocket
in San Francisco after attending Atlanta’s Creative Circus and Portfolio
Center. | 
