Philips picks Carat and MPG for global media account

The multinational brand says it will continue to work with Carat as a global strategic media agency partner across all business sectors as well as the overall corporate organisation. It will also partner with MPG on media work in both North and South America, and its France and Southern Europe geographical divisions.

Carat will continue to provide local media agency services in all other geographical divisions, included the fast-groiwng Asia-Pacific region.

“Continuing our relationship with Carat is testimony to the strength of their strategic offering and the trusted partnership we have built in the recent years,” said Antonio Hidalgo, chief innovation, marketing and strategy officer for Philips Consumer Lifestyle, who led the process. “The addition of MPG for specific geographies reflects Philips’ focus on identifying strong local partners to deliver business results.”

“I am confident that Carat and MPG, together with our other marketing communications agency partners will form a formidable team, delivering value for Philips,” addedSital Banerjee, global head of media at Philips.

Nick Waters, CEO of Aegis Media Asia-Pacific, said he was pleased to continue working with Philips in the region. "Asia is a predominantly important market for Philips," he said. "In retaining Asia we have held on to their fastest growing and most dynamic markets in the world."

That was particulalry true when it comes to China.

Seth Grossman, managing director of Carat China, who led the pitch across the region, said China was Philips' "second home" and a key driver for global marketing and strategy for the brand. "We are pleased and grateful to Philips China for their continued support and for a genuine partnership built on respect and trust," he said. "We’ve had a great decade of success together but we believe the next decade for China will not only be incredibly exciting but will define the future for Philips as a global organisation.”