NEW YORK—Consumer electronics giant Philips has named Manning Selvage & Lee it global agency of record for corporate communications and for several major product lines. The business, awarded after a competitive review, is believed to be worth “several million dollars” and supplements MS&L’s longtime work for the company’s domestic appliance brands (most notably Norelco) in the U.S.
MS&L will handle the global corporate business, global coordination of the consumer electronics business, global strategy and implementation for Philips medical devices (business previously handled by Omnicom’s Brodeur Worldwide unit), and U.S. public relations for Philips lighting. The coordination assignment means that MS&L will provide strategic and creative input to Philips’ internal communications staff, who will continue to work with local agencies—including some offices of MS&L—for execution in individual markets.
According to Pieter Schaffels, who heads global corporate communications for the Netherlands-based company, the consolidation was designed to “further integrate corporate and business communications and fully leverage our investment” in public relations.
MS&L’s Joellen Zumberge, based in Atlanta, will be the global account director on the Philips business, while Nicholas Walter, managing director of the firm’s London office, will lead the account from Europe and spearhead the corporate assignment.
The Hoffman Agency will continue to handle Philips technology business.