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NEW YORK Dentsu America said it has been named lead agency by P&F USA, which manufactures and distributes Philips flat TVs and home theater products, following a review.
Dentsu will launch an integrated campaign in October designed to drive holiday sales and give Philips some momentum going into 2010.
Will Travis, agency svp, said in a statement: “We are moving swiftly to launch an amazing new brand voice with a campaign that nails the psychology of consumers and retailers and drives mass retail and consumer sell-through.”
Client svp, sales and marketing Todd Richardson added: “The Dentsu America team had a unique proposition: a 360-degree in-house capability and creative expertise, giving them the edge in a quickly shifting medium and category — be it branding, retail or trade.
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