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.
