Media moves up; On top: Philips places Carat in charge of global account and creative shops.(Royal Philips Electronics)(Statistical Data Included)

Advertising Age, July, 2001 by Elkin, Tobi; Linnett, Richard

Marketing executives at Royal Philips Electronics have seen the light, and it's a media agency that shall lead them.

Philips' decision to place its $600 million media buying and planning account with Aegis Group's Carat International (AdAge.com, June 20) goes well beyond an account shift and underscores a sea change in the way Philips intends to conduct its marketing in the future. Philip's decision places Carat squarely at the helm of a mammoth global marketing push, creating a relationship whereby the company's new creative agencies-Omnicom Group's DDB Worldwide and Bcom3 Group's D'Arcy Masius Benton & Bowles-take their cues from the $3.5 billion independent media entity. Philips awarded its creative business to DDB and D'Arcy in December 2000.

``We...

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