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.


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