Org Chart: Philips broadens its comms network

As its portfolio expanded, Philips reorganized its communications team around professional and consumer networks.

Company: Philips
Team size: 14 in global HQ; 150 worldwide
What's new: As its portfolio expanded, Philips reorganized its communications team around professional and consumer networks

In late 2009, Philips went through several communication changes, including partnering with Omnicom to create OneVoice, a network of the holding company's agencies that works on its PR. It also combined its marketing and corporate communications team. Now the company is introducing a new communications structure, focusing on both its original consumer electronics products and its growing professional network.

"The portfolio of our company has changed over the past couple of years," says Andre Manning, VP and global head of external communications for Philips. "You have to adjust your communications structure to that."

Overall, Philips decreased its worldwide communications team from about 200 to 150 since last year. The difference came from a combination of employees leaving voluntarily, others taking on different positions within the company, and layoffs.

To make the strategy work, Manning says the company needed communicators with different skill sets for the professional network.

"Every week we have calls between the professional network, the consumer network, investor relations, and our agencies," he adds. "It's about orchestration and the lines between the different communications functions."

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