Philips picks agency for commerce strategy and performance duties

Philips is expanding its Philips’ consumer electronics business in the APAC region, handing Dentsu Aegis Network duties for commerce strategy and performance following a pitch. Globally, the network is also appointed media planning and buying partner for Philips, the world’s leading health technology company.

The hub engagement started in 2019 with the objective to build strategic and planning foundations across APAC. Moving into 2020, the appointment will focus on developing an integrated performance and commerce hub – based out of Singapore, driving strategy, planning and data driven commerce solutions across ASEAN, ANZ and South Korea markets by bringing key expertise across Carat, iProspect together to create One Dentsu team.

Anne Jivananta, digital marketing and ecommerce lead of Philips, said: “Dentsu Aegis Network has consistently shown a strong understanding of our brand and demonstrated its capability to find agile and innovative ways for us to succeed in this region. Dentsu has really elevated their performance since the hub was formed in 2019 and in 2020 they have worked closely with our teams across the region to drive superior business results specifically across Ecommerce.

“More importantly, its collaborative one team approach across the region, accelerated thinking framework and zest to continuously evolve to deliver better results strongly set them apart. The team demonstrated a great synergy and chemistry between iProspect and Carat and having a one-stop shop solution to commerce strategy, planning, activation and optimisation is what we’re looking for in an agency,” Anne added.

Prerna Mehrotra, managing director, Dentsu Aegis Network Singapore Media Group, said: “Philips creates best-in-class consumer and personal health products and we’re delighted to be joining them on transforming their go-to market commerce strategy. This is a perfect time for Dentsu Aegis Network to partner Philips on this journey as we specialise in providing commerce solutions addressing the entire consumer journey.”

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