Philips 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.