NEWS: Philips hires H&K to push CD-i as a marketing tool

Hill and Knowlton Nederland has won a pan-European account with Philips Media Systems carrying an estimated annual budget of one million florins (pounds 358,000).

Hill and Knowlton Nederland has won a pan-European account with Philips

Media Systems carrying an estimated annual budget of one million florins

(pounds 358,000).



The agency, which secured the account following a competitive pitch

against Burson-Marsteller, will co-ordinate a PR campaign to promote CD-

i, Philips’ interactive communication system, to the business-to-

business market. The programme will roll across the UK, Germany, France,

Belgium and the Netherlands, with the possibility of additional work in

other European countries, Japan and the US next year.



Hill and Knowlton’s brief is to differentiate CD-i from similar widely

used systems, such as the CD-ROM, and promote it as an interactive

marketing communication tool. Users can switch and replay subjects

within the programme and ask and answer questions about them.



Regional account director Frans van der Grint said: ‘We will focus on

marketing strategy more than technology. At the level we are targeting,

technology is not of interest but the solutions are.’



The four-member Dutch team will target sector media such as the

automobile, retail, banking and marketing press.



‘The core programme is based on the philosophy that the clients of

Philips should tell the story,’ said van der Grint.



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