Porter Novelli to lead Philips European PR

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.

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

Bannister.



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

European countries.



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

in place.



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

Angelique Paulussen-Hoogakker.



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