Philips calls £300m global creative and media review

Liam Gallagher starred in Philips campaign
Liam Gallagher starred in Philips campaign

Philips, the electronics giant, is set to review its estimated £300 million global creative and media business.

The lead incumbents on the accounts are DDB and Carat but sources said that advertising and media networks have been approached at a holding level ahead of an imminent review.

DDB has held the global creative business since 2001 when it beat then incumbent Euro RSCG to the business.

However, in May, Neil Dawson, the global creative director on Philips at DDB, left the agency to launch BETC London. Iris is also on Philips’ roster and has increased its share of Philips’ pan-European work.

Aegis-owned Carat last defended its account in 2007 during a review of its media business. It held onto the business following a final shootout with Group M’s MEC.

The Dutch electronics company called a review of its global digital business, held by Tribal DDB, eleven months ago. However, sources suggest that the review was abandoned before it reached a full pitch.

Philips has built a strong creative reputation after DDB was awarded at the Cannes Lions International Festival of Creativity for its Philips work. In 2009 DDB Tribal won the Grand Prix for its "carousel" online film for Philips' television range. DDB then picked up a Grand Prix in 2010 for "parallel lines", which was a collaboration between DDB, Tribal DDB, Unit 9 and PR network OneVoice.

Recent Philips activity includes its "obsessed with sound" campaign, fronted by former Oasis singer Liam Gallagher.  

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