Leeds brand communications agency, Principles, has been appointed as one of market-leading electrical brand, Philips’, strategic shopper agencies.
This adds to a recent period of record growth for the agency, which also works with everyday brands like Ronseal, Astonish and Seabrook, following a string of new client wins and recent senior appointments.
Over the past two years, Principles has embarked on a journey to refine its proposition and approach to be entirely focused on helping everyday brands become unforgettable, using a framework of ‘Principles’ as well as their ‘Shopper forward. Shelf back’ approach to shopper strategy.
Principles’ remit will be planning and executing strategic shopper comms for various parts of the business including; women’s beauty, men’s shaving and grooming and oral healthcare, with the agency briefed to ideate, produce and rollout innovative campaigns across major retailers like John Lewis, Boots and Tesco.
Principles’ client services director, Liz Bryne, said: ‘‘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 added: “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.”
