HTC has hired Paul Golden, a former Samsung chief marketing officer in the US, according to Bloomberg News. Golden, whose LinkedIn page says he “created and launched the highly successful Galaxy brand,” was CMO at Samsung between 2008 and 2012, a time in which the Korean company rose to global prominence in the smartphone market. A lawyer for Samsung in the ongoing patent trial with Apple claimed its provocative “Next Big Thing” campaign drove its rival “crazy” after kicking off in 2011.

Golden is said to have been hired on a three-month contract at first, reporting directly to chairperson Cher Wang. Marketing has been a major issue for HTC in its fight for relevance in the Android smartphone market, with Samsung dominating…

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