Philips splits its media duties between Carat & MPG; No change in India & China

In certain markets such as Americas, France and southern Europe, the Philips media account will now be shared between Carat and MPG. Carat will continue to handle health and lighting, while MPG will be in-charge of consumer lifestyle.

Philips has decided to divide its global media account between MPG and Carat. Carat - the agency has been handling the Philips account for the last eight years - will handle two business segments, health and lighting, while MPG will now handle consumer lifestyle in markets such as Americas, France and southern Europe.

However, this change is ineffective in India and China. Here Carat has retained the entire Philips portfolio.

"The addition of MPG for specific geographies reflects Philips' focus on identifying strong local partners to deliver business results," Antonio Hidalgo, chief Innovation, marketing and strategy officer, Philips Consumer Lifestyle said in an official communiquï¿½.

According to Nick Waters, CEO, Aegis Media Asia Pacific, "Asia is a predominantly important market for Philips. In retaining Asia we have held on to their fastest growing and most dynamic markets in the world."

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