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Philips reviews agency relationships in Asia

Philips CMO Damien Cummings

Philips CMO Damien Cummings

Philips is undergoing a review of its agency relationships across the region.

News of the review emerges soon after former Samsung Asia digital marketer Damien Cummings took on the role of vice president and CMO, ASEAN and Pacific at the consumer electronics and lifestyle giant.

Cummings told Mumbrella: “Since I’ve come into the new CMO role I’m taking the opportunity to review all of our current major agency relationships, including Carat on media as well as Ogilvy [creative] and Fleishman Hillard [public relations].”

“We’re very happy with the performance of the OneVoice/Fleishman team for our Communications work across the region – this is a model for success for us. Similarly, we have a good long-term relationship with Ogilvy and I’m visiting local markets, such as Indonesia to understand how best we can improve upon the excellent work we’re doing in-country but I’m specifically interested in how we can improve our way of working across the board.”

“On media, I believe Philips are not leveraging the Carat relationship effectively and I’m reviewing the current relationship and way of working. Media is not out-to-pitch, but it’s something that’s being closely reviewed with a regional pitch being one of the potential outcomes,” he said.

“From my perspective, digital media is not treated any different to traditional media, so our entire media buying and planning processes are being viewed holistically,” he said.

Cummings replaced Arent Jan Hesselink to lead Philips’ marketing department at the start of February.

The Australian left Samsung Asia after a shake-up of the electronics giant’s marketing department late last year.

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