Philips moves to align global agency line-up

AMSTERDAM: Royal Philips Electronics has dropped Brodeur Worldwide as its global corporate PR agency as part of a PR consolidation that sees Manning, Selvage & Lee and The Hoffman Agency as global agencies of record. Philips will continue to work with other firms in individual countries.

‘We want to align our agencies,’ said Philips V-P and comms head Pieter Schaffels. ‘We are working on a ‘One Philips’ strategy that will best be supported by a one-voice communications plan. We were looking for an integrated approach to business and corporate PR, as well as internal and external PR.’

The search’s next stage will see Philips review the PR firms it uses in individual countries.

MS&L will oversee corporate, business, and consumer-focused PR, while Hoffman will handle tech PR. Both accounts are extensions of previous relationships the firms had with Philips.

Brodeur handled Philips’s corporate PR for nearly four years.

‘Philips has been a great client for many years, and it continues to be a client in Asia-Pacific,’ said Brodeur SV-P Jan Lawlor. ‘Philips’s decision to consolidate corporate with products was a practical one because of the way its divisions now interact with corporate.’

MS&L will oversee corporate PR and global strategy, as well as three of Philips’s five business units including consumer, domestic appliances and medical systems.

MS&L chairman and CEO Lou Capozzi said the firm has been working with Philips for four years in numerous areas, including consumer electronics: ‘This is the first time we’ve had this broader global mandate.’

The Hoffman Agency, which has mostly worked on Philips’s semiconductor business, will see its work expand to other tech units. ‘We will focus on some thought-leadership initiatives for them in the tech industry,’ said agency president Lou Hoffman.

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