Philips awards media strategy and buying to Carat

Philips awards media strategy and buying to Carat

Royal Philips Electronics (NYSE: PHG, AEX: PHI) announced it has reappointed Carat International, a part of the Aegis Group, as its media strategy and buying agency. The announcement came following the company’s competitive six-month media buying review to accelerate its marketing and branding efforts within the fast changing media landscape and strengthen further Philips investment in becoming a truly market-driven company.

Andrea Ragnetti, Chief Marketing Officer Royal Philips Electronics, said the review proved that Carat has strongly committed itself to build further on its creative strength and unleash significant new potential to help Philips express its brand promise ‘sense and simplicity’ in new ways.

“This outcome is also a reinforcement of our company vision towards becoming a market-driven company putting our consumer and the customer at the center of our media planning and strategy. Carat, more than any other agency participating in the review, met us on the road to achieving our vision. With Carat we found a unified sense of direction around what we are striving to achieve through our consumer and customer-centric orientation in the new media environment.”

“Carat has taken bold and tangible steps forward to strengthen its organisation, and approach the account with a different view on media innovation, together with high-quality outreach geographically. This will impact in a positive way their ability to effectively manage the Philips global account.”

Read the complete Press Release