Samsung is perhaps best known for its smartphones and smart TVs; less known is the company’s ad business, Samsung Ads.

But the ad tech arm of Samsung doesn’t just include the sort of perks found at other companies on this year’s list—child-care reimbursement, paternity/maternity leave, the option to work from home, tuition reimbursement. It also distinguishes itself with a focus on building and maintaining a diverse staff. These are among the reasons it was chosen fifth-best among companies with more than 200 employees in Ad Age Best Places to Work 2020.

“Our differences make a difference, and we are part of a collaborative team that values different opinions, thoughts, and ideas,” says Cathy Oh, global head of marketing and analytics at Samsung Ads. “A team whose members all hail from similar companies may operate from a uniform mindset.”

More than half of Samsung Ads employees are minority. When it comes to senior leadership, 40 percent of its staff belong to a minority or multicultural group.

A company-wide project identified core values—customers, empowerment, excellence, diversity, integrity, passion and collaboration—that make the culture unique.

“We encourage our team members to nominate colleagues who are truly living these values,” says Oh. “In the first two weeks that we began accepting nominations, we saw 33. This is a testament to the culture we have established and the team we have here at Samsung Ads.”