The agency picked up the business following a final shootout against TBWA. DDB, the previous incumbent on the account, was eliminated at an earlier stage.
O&M, which ran the pitch out of its London office with contributions from international partners, will now be responsible for overseeing all strategic and creative integrated communications for Philips across the globe. The work will put a strong emphasis on innovation and digital activity.
DDB had been the incumbent on Philips' creative account since 2001, during which time it had created a number of award-winning campaigns.
This included the "carousel" and "parallel lines" online films, which won Cannes Grand Prix in 2009 and 2010 respectively.
More recently, the network oversaw Philips’ "obsessed with sound" campaign, which was fronted by Liam Gallagher and aimed to promote the brand’s audio range.
Earlier this year, Philips also ran a separate review of its media planning and buying account. The business was eventually split between Carat and MPG Media Contacts.