Philips in first-ever deal with five major media

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