Philips, Europe’s largest electronics firm, has appointed Porter
Novelli International and its hi-tech brand Brodeur Worldwide, on annual
fees believed to be over pounds 500,000, and is looking for agencies in
Eastern Europe and the Middle East.
The company, which employed 80 agencies last year on a project or
retained basis, is consolidating its PR business into key agencies. In
the UK alone, Philips retains Manning Selvage and Lee, Bell Pottinger
Good Relations, the Grayling Group, Herald Communications and Warman and
After a similar review in the US last year, Philips appointed Brodeur
Porter Novelli and Ketchum PR Worldwide.
Porter Novelli and Brodeur pitched against four agencies, including
Burson-Marsteller and Shandwick, to handle Philips’ PR across ten
Fees for the account could climb into seven figures as Philips drops
existing relationships over the coming year and makes increased use of
its key agencies.
’This year we will concentrate on getting the structure in place,’ said
Brodeur A Plus managing director Mike Copland.
A spokeswoman confirmed that Bell Pottinger will be retained for UK
corporate PR and Philips’ arrangements in France and Italy will remain
Porter Novelli and Brodeur will handle consumer, corporate and trade PR
for divisions which represent well over half of the company’s sales.
Among the products they are likely to promote are television sets, audio
equipment and video cassettes.
In addition to the Middle East and Eastern Europe, the company is
looking for PR support in Asia (PR Week, 12 December 1997). Philips
currently has no regional agencies outside Europe and the US.
’This appointment is part of an overall effort to consolidate agency
relationships and upgrade the quality of PR services in support of the
Philips brand,’ said the company’s media relations general manager