Royal Philips Electronics has appointed DDB Worldwide as its sole global advertising agency.
Phillips consolidated its agency relationships around DDB and D’Arcy Masius Benton & Bowles, now part of Leo Burnett Worldwide, in December 2000. Leo Burnett will continue to work on some special projects for the company.
In a statement, Andrea Ragnetti, Phillips’ chief marketing officer, said the company hopes the move will ensure brand consistency between Phillips’ five divisions. “The Philips brand is one of this company’s most important assets and represents significant untapped value with optimal positioning,” she said.
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