Philips Reviews $100 Million Global Digital Advertising Account

Incumbent Tribal DDB Responsible for Grand Prix-Winning 'Carousel' Work

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NEW YORK ( -- Philips Electronics is launching a review of its $100 million-plus global digital advertising account, according to executives with knowledge of the matter. Omnicom Group's Tribal DDB is the incumbent.

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Philips: Carousel

This summer, Tribal DDB's online-video work for Philips, "Carousel," won the film Grand Prix at the Cannes Advertising Festival. The win in a category usually dominated by TV commercials and traditional shops was a coup for the digital agency.

Tribal representatives could not be reached for comment and Philips did not return calls before press time.

In early 2009 Philips awarded its global PR account to an Omnicom unit called One Voice, which included PR shops Ketchum and Fleishman-Hillard, as well as health-care specialists CPR Worldwide and the recently merged Kreab and Gavin Anderson, to handle financial communications. Industry executives said Philips might be looking to establish a similar model for its digital account. Prior to the review of its PR business in 2009, the account was managed by only one agency, Publicis Groupe's MS&L.

Philips tapped Aegis' Carat as its global media agency of record after a review in 2007. The agency still handles all traditional and digital media planning and buying for the electronics giant. Omnicom's DDB Worldwide manages creative duties for Phillips.

Philips ranked 100 in Ad Age's 2009 100 Leading National Advertisers report, with its U.S. ad spend totaling $351 million.

The company produces everything from consumer electronics products such as LCD TVs, portable DVD players, electric shavers, toothbrushes and baby monitors to professional, consumer and automotive lighting products. The company is also a major supplier to the health-care industry, producing a wide range of products including anesthesiology, cardiology, oncology, MRI and X-ray equipment.

In 2009 Philips, along with Carat, was honored with the Consumer Benefit/Advertising as Service Award by the Festival of Media for its work on marketing Philips Healthcare to consumers in China.

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