Philips Consumer Communications (PCC) has appointed Max Hore as head of marketing. He replaces Tim Mashman, who left the company to join IBM.
Hore moves from Panasonic, which he first joined as an executive in 1988 in the video systems division. He rose through the ranks to become divisional director of business systems in 1998.
His last post at the company was as divisional director of technical services, where he set up an in-house call centre and technical support services.
Hore will be responsible for all marketing activities for PCC, which handles mobile phones, telephones and fax machines for Philips in the UK, and has an ad spend of just over &£1m. Euro RSCG Wnek Gosper is the incumbent on the creative account. Advertising focuses mainly on press and radio ads.
Mashman, appointed by PCC in January 1999, was previously product marketing manager at Sanyo UK.
Philips’ global media account, valued at more than &£400m, is under review. Five agencies are understood to have been invited to pitch for the business. The incumbent agencies are Carat, which holds the European account, and MediaVest SMG Worldwide, which holds the Philips accounts in Japan, Hong Kong and the US.
Philips is the UK’ s market leader for fax machines and third in the mobile phone market. It was first to offer voice-controlled dialling and graphic text messages through SMS for cellphones.
PCC is a part of Philips Consumers Electronics, a division of Dutch parent company Royal Philips Electronics.