After a review, Philips has divided its more than $100 million global media business between Havas'MPG and the incumbent, Aegis' Carat.
The outcome means that Carat, which has worked with Philips for eight years on all of its main categories of business — including healthcare, lighting and lifestyle, is losing a major piece of its account to MPG. MPG will be in charge of the specific geographies in the Americas, France and southern Europe. In these markets, MPG will be responsible for the media requirements of the Consumer Lifestyle sector, including paid search management.
Carat will continue to provide local media agency services in all other geographies.
Philips is also conducting a review on the creative portion of the account, for which final meetings have yet to take place. DDB, Ogilvy and Euro RSCG are the incumbents.
“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 of 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”, he added.