Philips in 100m media review

PhilipsPhilips Electronics is understood to be reviewing its media planning and buying account. It is thought to be worth up to £100m.

The business is currently handled by Aegis-owned Carat. The agency has confirmed that it will defend the account. A number of undisclosed agencies have also been invited to pitch, with a decision expected by April of next year.

It is thought the electronics company is satisfied with Carat’s US media-buying activity, but believes the "simplicity" ideas that worked well in America have not translated well in other markets.

Philips’ global"Sense and Simplicity" strategy has included a theme of "giving time back to viewers" by buying television ad slots so viewers could enjoy longer programmes. The strategy was also rolled out to cinema, buying up pre-film advertising space so viewers only see the main film rather than trailers.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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