Philips is taking its message of "Let's make things better" to the
public through a media package with BBC World, Business Week, Discovery
Channel, International Herald Tribune and Newsweek.
The consumer electronics manufacturer inked the deal for a coordinated
nine-month ad programme that kicks off in June, and is the first of its
kind amongst independent media owners in Asia. The groundbreaking deal
was facilitated by Philips' ad agency, Euro RSCG Singapore.
"An objective of our pan-regional campaign is to lead the category, said
Ms Cate Sinclair, regional media director of Euro RSCG.
"This unique media opportunity allows us to deliver on that objective,
and has enabled us to maximise efficiencies within a mix of highly
respected media brands, while driving creativity, relevancy, integration
and consistency for our client."
Under the arrangement, Newsweek Special Projects, Business Week and IHT
will work closely together to co-produce a series of advertorials which
will appear exclusively in their publications. BBC World and Discovery
Channel will create a related series of vignettes which will run
concurrently on their regional channels. In addition, exposure of
Philips' advertising will be enhanced in the respective media's websites
and have additional distribution at trade shows, executive airline
lounges and up-market trains.
The advertorials and vignettes will reinforce Philips' existing brand
campaign by exploring the workings of the human senses, focusing on the
visual, oral and vocal senses. It intends to show how Philips translates
its understanding of science and technology into products that will make
our lives a little better.
"It's amazing what can be achieved for a client when competing media
properties decide to work together so closely on a project like this -
it's very refreshing that Philips has been bold enough to think along
these lines," said Mr Alistair McEwan, country manager, Singapore, for
the IHT.
