Philips settles on MS&L, Hoffman; drops Brodeur

AMSTERDAM: Royal Philips Electronics is in the midst of a global PR consolidation, and has selected MS&L and The Hoffman Agency as its global agencies of record. Philips will continue to work with other agencies in individual countries. But MS&L and Hoffman are the global agencies at the executive level.

AMSTERDAM: Royal Philips Electronics is in the midst of a global PR consolidation, and has selected MS&L and The Hoffman Agency as its global agencies of record. Philips will continue to work with other agencies in individual countries. But MS&L and Hoffman are the global agencies at the executive level.

MS&L will oversee corporate, business, and consumer-focused PR, while Hoffman will handle PR for technology. Both accounts are extensions of previous relationships the agencies had with Philips. The only agency that will not continue its global relationship is Brodeur Worldwide. Brodeur handled Philips corporate PR for nearly four years. Pieter Schaffels, VP and head of communications management at Philips, said the company was not unhappy with Brodeur's work, but that the decision to give the corporate work to MS&L was strictly a business decision to better align the corporate and business communications. "We want to align our agencies," said Schaffels. "As a company we are working on a 'One Philips' strategy that will best be supported by a one-voice communications strategy. We were looking for an integrated approach to business and corporate PR, as well as internal and external PR." The next stage of the agency review will see Philips reviewing which agencies it uses for PR in each major country. "We will have been working with Philips for three years this summer," said Lou Hoffman, president of The Hoffman Agency. "We've been pretty focused on their semiconductor business, but that will expand. We're going to be focusing on some thought-leadership initiatives for them in the technology industry." Check PRWeek.com and the February 2 issue of PRWeek magazine for further updates on this story

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