INTERNATIONAL: Philips opens its lines for Asian phone work

Philips Consumer Communications, the mobile phones and pagers division of the Dutch electronics giant, is inviting pitches to find an agency to handle its brand across Asia.

Philips Consumer Communications, the mobile phones and pagers

division of the Dutch electronics giant, is inviting pitches to find an

agency to handle its brand across Asia.



Philips’ Asia/Pacific PR manager Isobel Cheng issued briefs within the

past few weeks to a handful of agencies with international networks.



The move symbolises Philips’ intention to operate more effectively in

the highly competitive mobile phone market, in which it has only been

active since 1995.



Ogilvy and Mather was appointed by Nokia Mobile Phones in September,

while Motorola is rumoured to be conducting a global review.



Philips has carried out PR activities in the past in Asia for its

communication products, but only on a project basis.



The company launched a voice activated mobile phone earlier this year -

the Genie - in an attempt to leapfrog the technology of phones already

available. The phone is one of the smallest on the market and weighs

just 99 grams.



Philips’ public relations in the UK is handled by Lowe Bell Good

Relations and Herald Communications, neither of which have Asian

offices. Systems Publicity have handled UK consumer PR for Philips on a

project basis.



Philips signalled its desire to make a mark in the mobile phones market

in June this year, by merging its consumer communications business with

that of Lucent Technologies, the top seller of phones in the US.



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