Principles, a Leeds-based agency, has been named a strategic shopper agency for Philips.
- The appointment marks a period of significant growth for Principles, following new client acquisitions and senior appointments.
- Principles will focus on strategic shopper communications across several Philips divisions, aiming for distinct and engaging campaigns.
- The agency’s task includes planning and executing strategic communications for Philips’ products in women’s beauty, men’s grooming, and oral healthcare.
- Both agencies express enthusiasm for this partnership, aligned with Philips’ goal to stand out in the market during key trading periods.
Leeds brand communications agency, Principles, has achieved a significant milestone by being appointed as a strategic shopper agency for the renowned electrical brand, Philips. This collaboration signifies a period of notable growth for Principles, who have recently secured several new clients and made important senior appointments.
Principles will leverage their refined approach to deliver impactful shopper communications for Philips. Their strategy, described as ‘Shopper forward. Shelf back,’ will be pivotal in crafting memorable campaigns. This partnership aims to engage major retailers such as John Lewis, Boots, and Tesco, positioning Philips’ products effectively within these markets.
The scope of Principles’ work spans across various Philips business areas, including women’s beauty, men’s shaving and grooming, and oral healthcare. The agency has been tasked with ideating, producing, and rolling out innovative campaigns designed to captivate and entertain shoppers at every interaction stage.
Client Services Director at Principles, Liz Bryne, expressed excitement about this opportunity, stating, “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 to create campaigns which are genuinely distinctive, entertaining, visible and consistent at every stage in the shopper journey.”
Jason Johnson, shopper activation manager at Philips, highlighted the importance of timing in their collaboration with Principles. He remarked, “It’s an exciting time for us at Philips, 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 partnership between Principles and Philips sets a promising trajectory for both companies, aiming to enhance market presence through strategic shopper engagement.
