Philips hands Omnicom US$300m global marketing account, APAC duties hub based in SG Details
Royal Philips has selected Omnicom Group as its global marketing and communications partner for global integrated creative, media and communications. The account is reported to be worth US$300 million and comes following a review that began in January this year with incumbents Dentsu and WPP, along with MDC Partners.
Philips will work with a bespoke Omnicom team assembled, led by TBWA for creative, OMD for media and FleishmanHillard and Ketchum for communications, alongside talent and capabilities from Interbrand, Critical Mass and Omnicom Precision Marketing Group (OPMG). FleishmanHillard and Ketchum already have a 10-year long relationship with Philips, and this marks the expansion of that relationship into the broader Omnicom Group.
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Philips
Global health technology leader Philips has selected Omnicom Group as its global integrated creative, media and communications agency partner. The win follows a competitive five-month review, led by consultant R3, that included Interpublic Group of Cos; incumbents Dentsu and WPP; as well as Havas, which was the runner-up, according to a person close to the situation. The partnership is subject to the signing of a final contractual agreement, according to a statement by Phillips.
R3, Dentsu, Havas and WPP weren’t immediately available for comment.
WPP’s Ogilvy held the creative account since 2011. The media account was shared between Dentsu which managed overall strategy and offline advertising duties, and WPP, which worked on the online media side. All business will be moving to Omnicom immediately except for WPP’s media business which will transition in six months, according to another person close to the situation.
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Ad giant Omnicom won Philips $300 million marketing business in a big loss to WPP and Dentsu.
Philips is transitioning from a consumer goods giant to a healthcare technology company.
It plans to promote itself as improving people s health and well-being.
Philips hired ad holding company Omnicom to handle its global marketing business in a big hit to rival advertising companies WPP and Dentsu.
Omnicom agency TBWA will handle making Philips ads while OMD will oversee ad-buying strategy and Ketchum and FleishmanHillard will handle communications. Brand strategy firm Interbrand, design agency Critical Mass, and Omnicom s Precision Marketing Group will also oversee parts of the business.
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