Philips breaks $100 mil effort

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Philips Electronics, New York, next week breaks a $100 million U.S. branding campaign from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, part of a broad global brand push from the New York agency. Playing off Philips' existing "Let's make things better" theme, TV spots feature a cover version of the Beatles' "Getting Better," showing trendy twentysomethings enjoying Philips' products. Two 30-second TV spots, created by well-known director Tarsem, promote a flat-screen TV and an audio CD-recorder. The buy includes extensive network, cable and spot TV and a doubling of magazine pages over last year's . Part of a global branding campaign, the work is Philips' largest-ever integrated U.S. marketing effort.

Copyright September 1998, Crain Communications Inc.

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