Martin-Cruz has taken the top role at Samsung, where he is now head of marketing, following the exit of Anthony Marsella in June with no job to go to.
Martin-Cruz left Sony in July after three years heading the company's 22-strong marketing team. He led campaigns such as the Bravia 'Paint' and 'Play-doh' ads, which coincided with a £185m growth in net revenue at the company.
He was subsequently replaced by former Vodafone head of brand Matt Coombe.
He said Samsung aimed to 'build emotional connections with consumers'.
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