Philips Casts Nationwide Net In Search for New Agency

KNOXVILLE, TENN. – Philips Consumer Electronics has contacted agencies of all shapes and sizes in its search to replace Backer Spielvogel Bates on its estimated $25 million account. And in keeping true to its word that geographical location wouldn’t be a major factor, Philips, based here, has instead cast a fairly wide net that blankets several regions.
Working through the Advertising Agency Register, Philips initially sent questionnaires to about 12 agencies including New York agencies Bloom FCA; TBWA Advertising; and D’Arcy, Masius, Benton & Bowles; plus The Martin Agency, Richmond, Va.; The Richards Group, Dallas; Fallon McElligott and Carmichael Lynch, both Minneapolis; and Wieden & Kennedy, Portland, Ore., according to sources close to the process.
Most of those shops were asked last week to send examples of their creative product, indicated they might have survived a first cut.
‘We are not going to comment during the selection process,’ said a spokesman for Philips, which markets such well-known brand names as Magnavox.
Although the agencies vary greatly in size, most have strong creative reputations, which Philips said at the onset of the review would be a key factor.
A decision is due around Jan. 31 when the Philips/BSB contract expires. The two companies ‘mutually agreed’ to part ways in October after seven years citing ‘operational differences.’
Copyright Adweek L.P. (1993)