Philips Home Appliances has invited creative agencies to pitch for the creative mandate across two of its biggest and fastest-growing categories, sources close to the development said.
The company is currently seeking credentials from agencies with demonstrated expertise in brand building, category creation and integrated campaign development as part of an initial shortlisting process.
Philips is looking for partners with the ability to develop end-to-end creative campaigns for large brands, with the mandate extending beyond individual campaign execution to broader brand strategy and communication.
The prospective agency will also be expected to create communication that works across multiple consumer touchpoints and stages of the consumer journey, pointing towards a sustained brand-building approach rather than standalone advertising campaigns.
The agency credentials will be reviewed before Philips moves to the next stage, with shortlisted agencies expected to receive the subsequent brief.
The pitch comes amid continued activity in India's advertising industry, as major advertisers reassess creative partnerships and seek broader communication platforms. Philips' emphasis on brand and category-building experience could make the mandate particularly relevant to agencies with expertise across consumer durables, home appliances and other high-involvement categories.
According to Loveleen Kaur, Content and Creative Lead at Versuni, Philips is reviewing agency credentials and is expected to move to a limited agency briefing following the initial shortlist.
