Zach Overton | The Innovator 25 Americas 2017
Charting the future of public relations

2017 Innovator 25 Americas - Zach OvertonThe Innovator 25:

Zach Overton 

VP of Customer Experience & GM
Samsung 837
New York 

“Get out for inspiration.”

In 2015, Zach Overton took over Samsung 837  — a brick-and-mortar "technology playground" where visitors can touch and feel Samsung products, without the pressure to purchase. The entity is considered a  physical manifestation of the Samsung brand designed to be a convergence of humanity and technology with special programming and art installations. "While the technological revolution has disrupted the traditional retail environment, it has also presented a valuable opportunity for brands to reimagine the consumer experience in a more immersive way," Overton said.

 
How do you define innovation?
Achieving a desired result in a new or unexpected way.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Donald Trump's presidential campaign.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Spotify, Domino and of course, Samsung.

Describe a moment in your career that you would consider 'innovative.'
Launching Samsung 837, a flagship store that doesn't sell any product. For a brand to invest so heavily in experience is not only brave, but innovative in combatting the brick and mortar fatigue that is so topical these days.

Who do you admire for his/her approach to innovation? 
Jeff Bezos & Arianna Huffington

How do you get out of a creativity or productivity rut? 
Get out for inspiration: it could be a team off-site, going to a new city, experiencing a new museum, etc.

In your opinion, what's the most innovative place in the world?
Tokyo

What's your favorite hobby that's not work-related?
Cultural activities: museums, restaurants, the arts and travel!