Amsterdam, the Netherlands -- After a four month global creative review, Philips has selected Ogilvy & Mather to become the company’s global lead creative agency from January 1, 2012. Philips was impressed by Ogilvy’s strong global network, in particular its strength in emerging markets; the robustness of its strategic planning process; and its fully integrated approach towards digital communications. In this capacity, Ogilvy will handle all strategic and creative marketing communications development across all Philips sectors and businesses, globally. The new agency will succeed incumbent creative agency DDB. Philips has worked with DDB for the last ten years, with DDB delivering several award winning campaigns. The finalists in the creative review were DDB, TBWA, Leo Burnett and Ogilvy.

Additional to that, the media review pitch was concluded at the beginning of November, and a new dual agency model has been introduced. Philips will continue its relationship with Carat as the global strategic media agency partner across all business sectors and the corporate organization. At the same time, a new partnership will begin with global media agency MPG in the specific geographies of 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.