Electronics company Philips has added a new agency to its worldwide media team, awarding MPG media responsibilities for its consumer lifestyle products in the Americas, France and southern Europe.
France-based MPG, which is part of the Havas Media network, joins Philips’ longtime media agency Carat on the account. Carat will continue to service all other regions on behalf of Philips.
According to Kevin Johnson, senior vice-president and managing director for MPG Canada, Philips made the decision to step away from its single-agency model following a review that ended earlier this month.
“Carat will still manage the global responsibilities, but MPG was chosen to provide some strong local expertise,” said Johnson. “We have the task of managing strategic media and implementation of media across a number of categories within the consumer lifestyles segment.”
Johnson said he was looking forward to working together with Carat on the Philips account.
“There’s still some work to be done in terms of understanding the scope on a regional level, but in any two-agency model there has to be some kind of collaboration,” he said.
Johnson said the partnership includes paid search management, a service that will be provided by Media Contacts, MPG’s digital firm .
