Philips Domestic Appliances appoints OMG as global media agency

Philips Domestic Appliances has appointed Omnicom Media Group (OMG) as its global media agency. The partnership includes all of the company's kitchen appliances, coffee makers, indoor climate control, clothes steaming, ironing and floor cleaning appliances in more than 100 countries. By supporting the company through a tailored media platform, OMG will play a key role in implementing a new marketing model and advancing Philips Domestic Appliances' accelerated growth agenda as a global leader in home appliances.

The mission of Philips Domestic Appliances is to make houses into homes. OMG will support the company in this by planning and purchasing traditional, digital and performance media for the company's full brand portfolio and extensive campaign schedule. The collaboration will start on 1 April 2023. MARKETING-INTERACTIVE has reached out for more information. 

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“Consumers want a complete experience. They don't differentiate between the message and the medium. That's why we designed an agency model that really puts the consumer at the center and is focused on making an impact," said Trix van der Vleuten, head of global brands and marketing strategies at Philips Domestic Appliances. 

Vleuten added: “This model is about seamlessly integrating the power of big, bold ideas and creativity, enhanced and optimised by media and data. It enables us to create consumer experiences based on data-rich insights at scale and in real time, enabling us to deliver innovative can stay in our industry.”

With OMG, Philips has found a media partner that enables its growth and enables it to achieve its ambitious goals, said Alex de Ruwe, head of media at Philips Domestic Appliances. “OMG's tech, tools and talented people take media to the next level through integration, standardisation, automation, simplification and innovation. We look forward to a good and long-term cooperation with our new agency.”

Florian Adamski, CEO of the Omnicom Media Group, said that OMG and Philips Domestic Appliances have a common goal: to transform the consumer experience to enable long-term growth. “This goal is the foundation of our bespoke media platform and all the brands our team will work on.”

This isn't the first time Philips gave an account to OMG. In April 2021, Royal Philips selected Omnicom Group as its global marketing and communications partner for global integrated creative, media and communications. The account is reported to be worth US$300 million and comes following a review that began in January last year with incumbents Dentsu and WPP, along with MDC Partners.

Philips will work with a bespoke Omnicom team assembled, led by TBWA for creative, OMD for media and FleishmanHillard and Ketchum for communications, alongside talent and capabilities from Interbrand, Critical Mass and Omnicom Precision Marketing Group (OPMG). FleishmanHillard and Ketchum already have a 10-year long relationship with Philips, and this marks the expansion of that relationship into the broader Omnicom Group.

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