by NR INDRAN / INT

Whilemoving away from the single agency model, Philips has decided to continue itsrelationship with Carat as the global strategic media agency partner across allbusiness sectors and the corporate organization. At the same time, a newpartnership will begin with global media agency MPG for the Consumer Lifestylesector in the specific geographies of the Americas, France and southernEurope. Carat will continue to provide local media agency services in allother geographies.

“Continuingour relationship with Carat is testimony to the strength of their strategicoffering and the trusted partnership we have built in the recent years,” saidAntonio Hidalgo, Chief Innovation, Marketing and Strategy Officer of PhilipsConsumer Lifestyle, who led the process. “The addition of MPG for specificgeographies reflects Philips’ focus on identifying strong local partners todeliver business results.”

“Deliveringvalue with speed is the essence of this future partnership,” said SitalBanerjee, Global Head of Media at Philips. “I am confident that Carat and MPG,together with our other marketing communications agency partners will form aformidable team, delivering value for Philips.”

NickWaters, CEO Aegis Media Asia Pacific, added, “Asia is a predominantly importantmarket for Philips. In retaining Asia we have held on to their fastestgrowing and most dynamic markets in the world. We are thrilled thatPhilips has affirmed our strength in this region, and following a long-standingrelationship of over a decade, this win is proof of the true partnership wehave developed.”

Kartik Iyer, Managing Director of Carat India,said, “I am absolutely delighted with retaining the business and believe thatit bears testimony to the integrated solutions we have been providing Philipsacross Offline media, Digital media, OOH, Retail and activation over the yearsin the region. We would definitely like to thank the Philips India teamfor all the support they have given us and look forward to a long, continuingrelationship with Philips.”

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