Philips' global media account up for grabs

Dutch electronics giant Philips has put its USdollars 600 million

global media account up for pitch, just weeks after parting ways with

Euro RSCG and realigning its worldwide creative account with DDB and

D'Arcy.

Among the five agencies invited to pitch for the business are Carat,

which handles the European part of the account, and Motivator, Philip's

main agency in Asia-Pacific.

The first phase to assess each agency's competency on a market-by-market

basis has been completed.

The second phase, scheduled to take place at the end of the month, will

see a short-list of two to three agencies go for a big strategic pitch

in London.

Asia-Pacific agencies taking part said that they would participate

should their network agencies make it to the short-list.

"This isn't going to be a decision that is made in London without our

involvement," a source said.

It is believed that Philips is looking to consolidate its worldwide

media business with two agencies at most.

However, numerous combinations are also possible.

"It could appoint a global agency that does everything, or it could

appoint a global strategic agency and then appoint single networks on a

region-by-region basis," another source said.