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