Philips brings global campaign to Canada
By Adnews Staff
Electronics manufacturer Philips has begun a global campaign to promote the company's healthcare, lifestyle and technology products. The campaign, which uses the tagline "Sense and Simplicity," was created by DDB UK. The Canadian campaign, which was adapted for this country by DDB Canada, began yesterday. Media planning is being handled by Carat, while public relations are being provided by Manning Selvage & Lee. Seven print ads and seven television commercials will run in English through June. The global budget for this initiative is € 80 million, spread across eleven international markets. The creative is intended to portray the company in a "sharper, more focused" way, centred on its efforts to provide a simpler end-user experience. This effort follows the line laid down by the firm's latest brand positioning in September 2004. "At the launch of our brand positioning campaign, we said we wanted to change the way the world sees and experiences Philips. That change is happening," said Iain Burns, chief executive officer of Philips Electronics "We've analysed the independent data from the first wave of our campaign and what is clear is our customers are more aware of the Philips business portfolio of healthcare, lifestyle and technology. The advertisements also generated a far stronger spontaneous association of Philips with simplicity."