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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.
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