We are proud to announce that we have been appointed as one of the strategic shopper agencies for Philips, a global leader in consumer electronics and healthcare products. The new partnership marks a significant milestone in our recent period of rapid growth, following a string of client wins and senior appointments.
This collaboration with Philips, a household name renowned for its innovative electrical products, adds to the agency's already impressive portfolio, which includes well-known brands like Ronseal, Astonish, and Seabrook.
The appointment comes after two years of refining our approach, which is focused on helping everyday brands become unforgettable. Central to this strategy is the agency's proprietary framework, "Principles," and its distinctive "Shopper Forward. Shelf Back." approach to shopper strategy. The framework aims to create compelling and effective shopper communications that resonate with consumers at every stage of their purchasing journey.
Strategic Shopper Communications Across Key Philips Categories
As part of the partnership, we are tasked with planning and executing strategic shopper communications across multiple Philips product categories, including women's beauty, men’s shaving and grooming, and oral healthcare. The agency’s remit includes the ideation, production, and rollout of innovative campaigns targeting key retail partners such as John Lewis, Boots, and Tesco.
Liz Bryne, our Client Services Director, expressed her excitement about the collaboration: “The opportunity to work with such a household giant is a real coup for us. We can’t wait to put our principles into practice and help Philips create campaigns that are genuinely distinctive, entertaining, visible, and consistent at every stage in the shopper journey.”
A Strong Partnership for Brand Growth
Jason Johnson, Shopper Activation Manager at Philips, also shared his enthusiasm for the new partnership, highlighting the importance of the collaboration in the company’s ongoing brand evolution. “It’s an exciting time for us at Philips,” Johnson said. “We’re investing heavily into our brand and are on a mission to achieve stand-out in the market, particularly in key trading periods. It’s the perfect time for us to be partnering with Principles, and we’re keen to kick off a partnership with an agency that fully understands our ambitious vision and brand values. We’re looking forward to having them on board to support us on our brand journey.”
The new appointment strengthens Principles’ position in the competitive shopper communications sector, further solidifying its reputation as a trusted agency for both everyday brands and market leaders alike. As the agency continues to grow, it is well-positioned to help its clients navigate the increasingly complex retail landscape, driving shopper engagement and delivering result.
This partnership with Philips reflects Principles’ ongoing commitment to driving innovation and delivering value for its clients, as well as reinforcing the our evolving focus on helping brands connect with shoppers in meaningful ways.