Philips recruits head of marketing

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here