Leeds-based agency Principles has been selected by Philips as a strategic partner.
- Philips collaborates with Principles to enhance shopper communication strategies.
- Principles has seen significant growth, adding Philips to its distinguished client roster.
- The agency will leverage its ‘Shopper forward. Shelf back’ framework for innovative campaigns.
- Key focus areas include women’s beauty, men’s grooming, and oral healthcare.
Leeds-based communications agency, Principles, has been appointed by Philips as one of their strategic shopper agencies. This partnership marks a significant milestone for Principles, an agency that has consistently demonstrated its ability to collaborate with prominent brands. With an emphasis on elevating shopper engagement, Principles aims to bolster Philips’ visibility in a competitive market landscape.
Recently, Principles has experienced a remarkable phase of growth, which includes securing partnerships with well-known brands such as Ronseal, Astonish, and Seabrook. This success is attributed to their refined strategic approach that focuses on creating memorable experiences for everyday brands. By employing their ‘Shopper forward. Shelf back’ strategy, Principles is dedicated to transforming the way consumers interact with brands at the retail level.
The core responsibility of Principles in this partnership is to plan and execute comprehensive shopper communication efforts for Philips, encompassing various sectors like women’s beauty, men’s grooming, and oral healthcare. This task involves conceptualizing, producing, and implementing groundbreaking campaigns across major retailers, including John Lewis, Boots, and Tesco. Such initiatives are expected to fortify Philips’ presence during key trading periods.
Liz Bryne, Client Services Director at Principles, expressed enthusiasm about working with Philips, 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.’ Her statement underlines the agency’s commitment to delivering innovative solutions.
From Philips’ perspective, the partnership aligns well with their current strategic goals. Jason Johnson, Shopper Activation Manager at Philips, 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.’ The collaboration is anticipated to be instrumental in advancing Philips’ brand objectives and ensuring alignment with their ambitious vision and values.
This strategic alliance between Principles and Philips is set to redefine consumer engagement across key retail platforms.
