Philips overhauls media buying to make it ‘much more strategic’

Besides overhauling its media strategy, Philips has also changed its approach to customer loyalty by launching a new campaign.Philips is rethinking how it buys media to make it a “much more strategic” part of the creative process as it looks to make media buying more efficient and ensure the company limits the impact of brand safety issues.
The review, led by its global head of digital marketing and media Blake Cahill, has led to several changes. Philips has brought data management