MUMBAI: Consumer electronics major Philips has continued its global strategic media partnership with Carat across all its business segments and corporate organisation.

While global media agency MPG has been hired to handle the consumer lifestyle sector in America, France and southern Europe, Carat will continue to provide media agency services in all other geographies.

Philips consumer lifestyle, chief innovation, marketing and strategy officer Antonio Hidalgo said, “Continuing our relationship with Carat is testimony to the strength of their strategic offering and the trusted partnership we have built in the recent years. The addition of MPG for specific geographies reflects Philips’ focus on identifying strong local partners to deliver business results.” 
 
Aegis Media Asia Pacific CEO Nick Waters added, “Asia is a
predominantly important market for Philips. In retaining Asia we have held on to their fastest growing and most dynamic markets in the world. We are happy that Philips has affirmed our strength in this region, and following a long-standing relationship of over a decade, this win is proof of the true partnership we have developed.”

Carat India MD Kartik Iyer said, “I am absolutely delighted with retaining the business and believe that it bears testimony to the integrated solutions we have been providing Philips across offline media, digital media, OOH, retail and activation over the years in the region. We would definitely like to thank the Philips India team for all the support they have given us and look forward to a long, continuing relationship with Philips.”