Philips uses Metro newspapers for campaign launch

PhilipsElectronics brand Philips is launching a global brand campaign through newspaper group Metro International in an attempt to boost its health and wellness credentials. The advertising push will run across 23 different editions of Metro spanning the UK, US and Russia from this month.
It will contain a month-long series of branded editorial pieces, with artwork produced by Metro’s in-house creative team. The content has been generated through interviews conducted for Philips by Metro International. Philips’ own product ads will also run.
The Dutch electronics giant last month reappointed Carat to its £300m global media account following a four-way pitch. It called the review in October last year as it sought to improve the consistency of its global brand message.
Aegis-owned Carat kept the business in a final shoot out against WPP’s Mediaedge:cia.

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