Philips Archives - MARKETECH APAC

Japan – Philips Japan has partnered with esports team SCARZ, supported by FUSE, Omnicom Media Group’s sports division. The partnership makes the Philips S9000 rotary shaver the official grooming product for SCARZ’s e-motorsports division, uniting precision grooming with high-performance gaming.

Over six months, FUSE will help Philips and SCARZ create exclusive content, including a documentary, fan contests, and masterclass videos, breaking away from traditional shaver marketing in Japan.

The Philips S9000 rotary shaver, with its advanced rotary technology, mirrors the precision and agility of SCARZ’s e-motorsports athletes, highlighting a perfect synergy between grooming innovation and competitive gaming.

Maria Cecilia Grandi, personal health marketing director at Philips JAPAC, said, “Philips Shavers, with their high quality and innovative rotary performance, have gained more attention from the young audience in Japan, eager to find the best tool that is both effective and gentle on their skin. The SCARZ team is the perfect partner to bring our rotary performance to life and highlight the fun in a great shaving experience.”

Natsuko Nozawa, personal health digital and creative lead at Philips Japan, also shared, “With the partnership with SCARZ and FUSE, Philips Japan celebrates car enthusiasts’ passion about racing and mastering the rotations/turns and the deep emotions that love for cars and for self-care through an amazing shaving experience can create.”

“Through FUSE’s profound understanding of creating brand love and bringing an innovative approach to communication in media, Philips can diversify its creative expression in the Japan market through this unconventional and passionate partnership,” Nozawa added.

Philips’ six-figure sponsorship brings together grooming and gaming, two fields driven by precision and performance, under the theme “mastering rotation leads to victory.”

Commenting on the partnership, David Lister, head of content at FUSE APAC, said, “Philips Japan and our wonderful client, Natsuko Nozawa, saw the value in e-Sports over several options we had worked through because fundamentally, e-Sports is a content creation and amplification machine.

“E-Sports teams exist 100% in created content—in games and on social platforms. In that context, there is a lot that SCARZ can do in their content-first environment to tell the Philips rotary shaving story for us through personalities, racing, and performance. It has rotary at its heart and the ability to be easily scaled through their platforms,” Lister added.

New York, USA – Global health technology Philips has recently appointed global marketing and communications Omnicom Group as its global communications agency, as well as its integrated creative and media agency, as financial details of their multi-year partnership are yet to be disclosed.

Lorraine Barber-Miller, chief marketing and e-commerce officer at Philips notes that as they look to extend their leadership as a health technology solutions provider, Omnicom will be an important part of ethri world-class marketing capabilities, helping them to deliver personalized, differentiating customer experiences.

“We continue to advance digital-first, always-on engagement and e-commerce strategies that enable us to meet our customers where and how they want to be engaged, bringing Philips’ brand purpose – improving people’s health and well-being through meaningful innovation – to life,” she said.

Meanwhile, John Wren, chairman and CEO at Omnicom Group expressed that they are delighted to be named the integrated agency partner for Philips and to help the company navigate the challenges and opportunities ahead.

Subsequent to the final agreement, Philips will work with a team assembled from Omnicom, led by TBWA for creative, OMD for media and FleishmanHillard and Ketchum for communications.

This is also coupled as well alongside talent and capabilities from Interbrand, Critical Mass and Omnicom Precision Marketing Group (OPMG). FleishmanHillard and Ketchum have had a successful 10-year relationship with Philips, and this marks the expansion of that relationship into the broader Omnicom Group.

APAC – Following a competitive pitch, Dentsu Aegis Network, a multinational media and digital marketing communications company has announced the expansion of its regional scope in APAC with health technology company Philips’ consumer electronics business.

Dentsu will also now be leading the commerce strategy and performance for Philips APAC. Globally, the network has been appointed as the company’s media planning and buying partner

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

Anne Jivananta, digital marketing & eCommerce lead of Philips said, “Dentsu Aegis Network has consistently shown a strong understanding of our brand and demonstrated their 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”

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

Prerna Mehrotra, managing director of 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 with Philips on this journey as we specialize in providing commerce solutions addressing the entire consumer journey. I am excited about what we have achieved together and look forward to delivering on Philips’ ambition and driving strong business results.”

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