Hasta La Creative!

Global lighting and electronics company Philips is set to enter the next phase of its efforts to be seen as a b-to-b company, posting digital documentaries that showcase how its innovations are helping businesses and people around the world.

Through the help of its agency Ogilvy, Philips will post digital stories in two dozen markets over the next six to eight months.

A focused b-to-b message is something Philips’ relatively new chief marketing officer Richard Wergan knew he needed to work on. He was hired last year to the role of executive VP and global head of brand, communications & digital — essentially Philips’ CMO. His primary undertaking was to rebrand the company. The main challenge was that it was perceived primarily as a consumer marketer — a maker of toothbrushes and light bulbs — despite having two-thirds of its overall offerings in the enterprise and government work.

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