Philips Names DDB for Global Account

NEW YORK Royal Philips Electronics has named Omnicom Group’s DDB Worldwide as its primary global advertising agency, the client confirmed.

DDB will now handle an estimated $600 million in Philips business, essentially all of the client’s worldwide ad spending, sources said.

There was no full-blown review, though Philips did consider its other agency, Publicis Groupe’s Leo Burnett for the assignment, sources said. Representatives for Burnett were unavailable. The new billings for DDB come mainly from Burnett. Burnett will continue to work on a number of designated special projects, Philips said in a statement.

Philips chief marketing officer Andrea Ragnetti had been pursuing the goal of having one main agency since joining the electronics giant earlier this year, sources said. Burnett will continue to work on a number of designated special projects, a statement from Philips said.

Philips took a first step in the realignment of its agency roster in December 2000 by consolidating its agency relationships around DDB and D’Arcy Masius Benton & Bowles, now part of Burnett. In November 2002, DDB in New York won Philips’ $70 million corporate image account. DDB added more than $200 million in additional Philips work in January.

This story updates an item posted earlier today.