Seoul — As Samsung Electronics’ leader Jay Y Lee readies for a new trial in October, the tech giant has quietly ramped up a public-relations campaign touting Lee’s deal-making expertise including in winning a $6.6bn contract from Verizon.

Lauding the Samsung heir as “the best salesman”, the firm has over the past year released a flurry of statements and photos of his visits to its many business sites, showcasing a side of the normally reserved Lee whose public image has taken a battering over a lengthy bribery scandal...

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