O&M bags Philips’ consumer lifestyle & lighting biz

O&M bags Philips’ consumer lifestyle & lighting biz

Author | Deepika Bhardwaj | Friday, Dec 16,2011 2:46 PM

O&M bags Philips’ consumer lifestyle & lighting biz

It’s a double celebration for Ogilvy & Mather India. Just a day after scoring a hat trick as Agency of the Year at the Effies, the agency has been assigned the creative mandate for two of the major businesses of Philips India - consumer lifestyle and lighting. DDB Mudra is the incumbent on these accounts and the move comes as part of a global realignment of Philips’ creative duties from DDB to Ogilvy & Mather. O&M Delhi will be taking over the businesses from January 1, 2012. However, the healthcare business handled by DDB health and lifestyle in India will continue.

Confirming the development to exchange4media, Vivek Sharma, Head – Marketing, Vice President, Philips India, said, “Philips globally has shifted its creative duties from DDB to Ogilvy & Mather and the changes in India are a part of the global alignment. Ogilvy will now look after our creative duties across all mediums including digital. We are extremely happy to partner with an agency like O&M which has proven its mettle at every platform and has created many success stories. It is one of the leading agencies in India and we are confident that with the depth of talent they have, they will deliver successfully across all mediums.”

India is a key market for Philips and was also one of the six markets that were chosen to participate in the global creative review process that began four months ago. The pitch process saw a close fight between agencies like TBWA, Leo Burnett, DDB and O&M for the global account. Though the creative process was reviewed globally, each agency presented their strength and capabilities keeping in line with their local markets. Vivek told exchange4media that the team at Philips India was impressed by the presentation made by O&M’s Delhi team.

Commenting on Philips India’s plans in the coming year, he said, “Philips India has improved tremendously on its brand equity in the last few years and we would continue to invest on that front. Our main thrust, next year, will be in the personal care , kitchen appliances and home lighting categories. At a group level, 2012 will see Philips engaging with consumers a lot on the digital medium. We plan to invest substantially on digital platforms going forward. As we grow in India, our marketing spends will also see a substantial increase.”

Philips account is the second major win for Ogilvy & Mather, as it also bagged the S C Johnson global account earlier this year.

Elated on agencies performance at Effies and Philips win, Sanjay Thapar, Group President, North and East, Ogilvy & Mather India said,
“We are delighted to partner with Philips in India. It’s a great team to work with and the organization has a great culture. It is a significant win for O&M Delhi. We hope to work together with Philips as it grows in India and take the brand forward.”

For the record, Philips had recently separated its media duties between Carat and MPG after its global media duties review. India, however, did not see any changes and Carat continues to look after the media duties for Philips in India.

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