GLOBAL – LONDON, JANUARY 9, 2012: International electronics giant Philips has appointed Ogilvy & Mather as lead creative agency, after it outgunned TBWA in the final shootout round. DDB, the incumbent agency of the now-£300 million global advertising account, will part ways with Philips after a 10-year relationship. O&M has been tasked to oversee all strategic and creative integrated communications for the account. The agency pooled contributions from its international partners, even as it ran the pitch out of its London office. Their work is expected to emphasize innovation and digital activity. Previous work from DDB included the online films “Carousel” and “Parallel Lines”, which won Cannes Grand Prix in 2009 and 2010, respectively. September 2011 also marked the “Obsessed with Sound” campaign for the brand’s audio products, featuring Oasis’s front man Liam Gallagher. The new creative appointment follows Philips’ media review last year, which saw the company split its media planning and being business between Carat and MPG Media Contacts.
