Philips Adds MPG to Media Roster

Assumes some duties from Carat

Philips has reached beyond its single media agency Carat and added MPG as a second partner. The Havas unit won media responsibility for the Dutch electronics company’s consumer lifestyle products in the Americas, France and southern Europe.

The shift comes after a review in which Carat retains the role of working for the consumer lifestyle unit in other parts of the world and works on Philips’ lighting and healthcare units globally. Philips spends about $200 million on media globally, sources said.

Antonio Hidalgo, chief innovation, marketing and strategy officer of Philips Consumer Lifestyle, was named to that position in April and shortly after that appointment called for the media review. In a statement today, he said, “The addition of MPG for specific geographies reflects Philips’ focus on identifying strong local partners to deliver business results.”

Carat has been Philips media AOR since 2001 and successfully defended the account in 2007 when it went up against MEC, Omnicom Media Group and ZenithOptimedia.

Philips has also been reviewing the creative portion of its agency relationships, with contenders like Ogilvy & Mather, TBWA, Leo Burnett, and incumbent DDB preparing for final presentations this month. The marketer consolidated its creative business at DDB in 2003 after years of using a dual-agency structure which had included Leo Burnett.

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