Precision Marketing boost as Omnicom scoops Philips

Omnicom’s Precision Marketing Group has emerged as one of the big winners in health tech and beauty giant Philips’ decision to award its estimated $300m (£212m) combined creative, PR and media accounts to its parent company following a mega pitch involving Dentsu, WPP and MDC Partners.

The CRM division, which includes Rapp, Targetbase, Javelin and Organic, will form a cross-agency team from cretive lead TBWA, media lead OMD, Interbrand, Critical Mass, FleishmanHillard and Ketchum. The latter two agencies have already worked on the account for ten years and have been credited with the expansion of the relationship with Omnicom.

Omnicom’s gain is Dentsu and WPP’s loss, however. Dentsu has held the bulk of Philips’ global media business through Carat for two decades, although Carat still retains Philips’ domestic appliances business, which was flogged off to private equity firm Hillhouse Capital in March. Meanwhile, WPP’s Ogilvy has handled Philips’ global creative account since 2011.

Philips chief marketing and e-commerce officer Lorraine Barber-Miller said: “As we look to extend our leadership as a health technology solutions provider, Omnicom will be an important part of our world-class marketing capabilities, helping us to deliver personalized, differentiating customer experiences.”

Omnicom Group chairman and chief executive John Wren added: “We are delighted to be named the integrated agency partner for Philips and to help the company navigate the challenges and opportunities ahead.

“During an intense pitch process, we were able to leverage the strength of our agencies in a model that connects creativity, culture and technology to help Philips build a category of one in the changing health technology industry. We are proud to be Philips’ partner in this important, new chapter of their history.”