Philips holds £50m branding pitch

LONDON - The Dutch electronics giant Philips is talking to agencies about a £50m global corporate branding campaign, and has approached its incumbent networks, DDB and D'Arcy, as well as the non-roster agency Bartle Bogle Hegarty.

The pitch is being run from Philips' Eindhoven head office, although BMP DDB, D'Arcy and BBH are being briefed in the UK. The move comes as the company seeks to raise its corporate profile across the world.

Philips is understood to have invested heavily in reappraising its brand and communications strategy in the past year. It now wants to implement a number of initiatives, including refreshing its corporate strapline: "Let's make things better", developed by Euro RSCG Worldwide in 1996.

It is unclear when a campaign will be rolled out, or what the media strategy will be, although it is likely to include TV, press, poster and online activity. Carat International handles Philips' £450m global media account.

Euro RSCG split with Philips in early 2001 and lost its £200m share of the above-the-line account, which includes the consumer electronics division, to DDB. D'Arcy handles the remainder of the account, including domestic appliances, worth about £200m globally.

The agency is understood to be working on a UK campaign highlighting Philips' product placement tie-in with the Bond film Die Another Day, opening in December.

Philips, BMP DDB, D'Arcy and BBH were unavailable for comment as Campaign went to press.

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