UPDATE: Samsung has confirmed Pendleton's departure to Business Insider in which it thanks him for "lending his creativity and inspiration to the mobile business at Samsung." The company also says that it's excited to bring "engaging campaigns" that will "surprise and delight" in the future.

Samsung has been using its “Next Big Thing” tagline for years now, and it’s become synonymous with its flagship Galaxy S and Note smartphones. Today it’s been revealed that the creator of that ad campaign may be leaving Samsung.

Todd Pendleton, Samsung U.S.’s CMO, is reportedly planning to leave Samsung in April. Neither Pendleton nor Samsung have officially commented on this rumor, but three different publications have learned of his impending departure from various sources. Pendleton has served at Samsung for almost four years, and while it’s not known why he’s leaving, it’s said that several of his colleagues have left Samsung as well or been transferred to other parts of the company.

As I mentioned before, Samsung’s “Next Big Thing” campaign has been heavily used in recent years, and it’s even present on Samsung’s new Galaxy S6 registration page. While there are likely many factors that caused Samsung to have so much success with its Galaxy smartphones, including wide carrier availability, the “Next Big Thing” campaign and its commercials definitely played a role. If the rumors of Pendleton’s departure are true, it’ll be interesting to see what Samsung does with its marketing in the future and if it continues using the “Next Big Thing” tagline.