Arent Jan Hesselink's new role at Philips emphasises revamp

According to Hesselink’s LinkedIn update, he will manage the fundamental transformation of various parts of Philips’ global integrated marketing function, including corporate communications, marketing management and the integration of the firm’s global brand and communication strategies. Campaign Asia-Pacific was unable to reach Hesselink for a comment in time for publication.

Earlier this year, Philips brought in former Samsung marketer Damien Cummings to replace Hesselink as regional vice president and CMO, ASEAN and Pacific. The two worked together over the next three months to align marketing with the company’s ambitious growth plans.

Philips has been in a state of transformation for some time now. After parting ways with its tottering television business, the company decided to focus on healthcare and lighting, especially in emerging markets. The company realigned its brand identity across products and geographies and is in the process of communicating it to consumers.

Last year, Philips appointed Richard Wergan to the role of executive VP and global head of brand, communications and digital to help the firm rebrand itself. As a first step, Philips dropped the word ‘Electronics’ from its name. 

“For us to be most effective in providing solutions in healthcare, lighting and consumer [sectors], it’s important that we work tirelessly to explain about the solutions that we can deliver and where we are going strategically,” Hesselink told Campaign Asia-Pacific in an earlier interview. “To do that, we need to listen intently to people, co-create with them and deliver meaningful solutions to them.”

Hesselink has been instrumental in launching ‘Meaningful Innovation’, a crowd-sourcing campaign aimed at changing the perception of Philips from a company that sells products to one that creates solutions, particularly in the healthcare space.  

The next phase of the campaign, called ‘Innovation and you’ has just been launched, with the Dutch company posting digital documentaries to showcase its innovations across key markets over the next six to eight months. The videos, filmed by Ogilvy, are being posted on a branded Philips website.