Philips plugs Droga5 London into global lead creative agency role


Philips Domestic Appliances has appointed award-winning creative agency Droga5 London, part of Accenture Song, to lead its global advertising account. 

The three-year relationship, which will be run out of Droga5 London, covers all kitchen appliances, coffee, air, garment and floor care ranges of the company in over 100 countries. 

Philips brief

Droga5 London will oversee campaign and communications strategy, visual identity, creative development, and the execution of global brand and product campaigns for domestic appliances.

Philips Domestic Appliances will be a pillar account alongside Droga5 London’s roster of global brands, including Amazon, Barclaycard, Coca-Cola and Paddy Power. 

The agency stood out during the selection process by positively provoking and inspiring the company to look beyond the obvious, having a real impact to shift consumer behaviour and provide creative solutions for their digital growth ambition. 

Philips Domestic Appliances was looking for a strategic, creative and sustainable partner and is thrilled to have found this in Droga5.

The global win follows a competitive three-way pitch, facilitated by Flock Associates and led by Trix van der Vleuten, Brand, Creation & Planning Lead at Philips Domestic Appliances, who said: “Droga5 impressed us with its consumer-centric vision and ability to shift consumer behaviour. 

“A strong, talented team with digital first thinking at the forefront of its strategy and creative. Droga5 will play a major role in bringing our purpose of turning houses into homes to life across the globe. 

“I am confident that with this new partner, we will take the next step in our journey to evolve Philips Domestic Appliances global marketing capabilities and reshape the way we engage with consumers.”

Damien Le Castrec, Head of Strategy, Droga5 London, said: “Home will always be home, but the last couple of years have reminded us that a good home life influences our whole life. 

“That’s why when a brand like Philips Domestic Appliances excels at helping people in their homes, they end up doing so much more. 

“And when you meet clients who care as much about the work as the people behind it, you know that you’re onto something special.”
Cristiana Spataru, Senior Consultant at Flock Associates, said: “It was a real privilege to support a team with such an inspiring ambition find their match. 

“We designed a pitch process that aimed to be as reflective as possible of the relationship that will take shape: collaborative, transparent and empathic. 

“We want to thank all the agencies that took part in this pitch and look forward to seeing Droga5’s work for Philips Domestic Appliances getting the accolades it deserves.”

Droga5 London has already started working on a range of integrated and digital-first campaigns for Philips Domestic Appliances, due to launch in 2023.