Leo Burnett Gets Philips Brands

CHICAGO Philips has awarded global advertising duties on appliance, personal care, medical systems and lighting divisions – business that could be worth as much as $250 million– to Leo Burnett.

The accounts, which include brands such as Sonicare and Norelco, had been at D’Arcy Masius Benton & Bowles since 1990. That shop was folded in October shortly after Publicis Groupe bought its parent Bcom3. The assignment had been expected [Adweek, Jan. 13].

The business will be managed out of Burnett’s London, Chicago and Hong Kong offices and will be staffed by former D’Arcy staffers, current Leo Burnett employees and from other Publicis companies such as Arc and Manning Selvage & Lee. “The fact that we can maintain the world-class, integrated communications team we had in place and augment it with the added resources of the Leo Burnett network has made the difference in the selection process,” said Enderson Guimaraes, head of global brand management for Royal Philips NV, in a statement.

Billing were not officially disclosed. But D’Arcy’s global billings on the Philips brand have been estimated at $250 million [Adweek, Oct. 14, 2002]. The assignment does not affect the $70 million corporate branding assignment awarded to DDB New York last November.