TBWA, MediaReach, Mediacraft to benefit from Omnicon $300 million Philips media business

By Kasim Bakare

Following the announcement of the Omnicon Group as the preferred media agency of choice for the global media business of electronic giant, Philips, three Nigerian agencies are to benefit from the latest account win by Omnicon, one of the world’s largest media agencies.

The win follows a competitive five-month review, led by consultant R3, which included Interpublic Group of Companies, incumbents Dentsu and WPP, as well as Havas, which was the runner-up. WPP’s Ogilvy held the creative account since 2011. The media account was shared between Dentsu, which managed overall strategy and offline advertising duties, and WPP, which worked on the online media side.

Commenting, Lorraine Barber-Miller, chief marketing and e-commerce officer at Philips, said: “As we look to extend our leadership as a health technology solutions provider, Omnicom will be an important part of our world-class marketing capabilities, helping us to deliver personalized, differentiating customer experiences.

“We continue to advance digital-first, always-on engagement and e-commerce strategies that enable us to meet our customers where and how they want to be engaged, bringing Philips’ brand purpose—improving people’s health and well-being through meaningful innovation—to life.”

According to a statement signed by Philips, Omnicom shops led by TBWA will handle creative, OMD media, and FleishmanHillard and Ketchum to oversee communications, while talent and capabilities will be handled by Interbrand, Critical Mass, and Omnicom Precision Marketing Group.

In the meantime, TBWA/CONCEPT, Media Reach OMD and MediaCraft are Nigerian affiliates of TBWA, OMD and FleishmanHillard respectively. The agencies would benefit as a result of their business affiliation and partnership with the beneficiary agencies under the Omnicon group. In this regard, the agencies (TBWA, MediaReac, MediaCraft) are expected to handle the creative, media and PR business of the electronic giant, Philips, in Nigeria.


TBWA/CONCEPT is a leading creative agency founded in 1984 by ‘Lere Awokoya and Kayode Idowu as Concept Unit. Following an affiliation with the TBWA/Worldwide Network in 2000, it became TBWA/CONCEPT. The agency boasts of several local and international clients across diverse sectors. The agency has been handling the creative business of Nigeria’s foremost telco, MTN for several years.


MediaReachOMD is a West and Central Africa independent media buying agency founded in 1999. With a focus on developing & providing world-class media planning and buying services to leading international clients across the West & Central African Sub-regions, the agency has become the biggest media agency in West &Central Africa.

The media giant has its footholds in Nigeria, Ghana and Cameroun. The agency boasts of local and international client base across FMCGs, Telecommunication and Oil & Gas etc. It has in its portofolio local and international clients like FrieslandCampina WAMCO and Airtel.


Mediacraft Associates is a full-service Public Relations consultancy firm, with the competence and capability to deliver across the broad spectrum of Public Relations activity. The agency has a rich clientele across different sectors: Banking, Fintech, FMCGs e.tc. Among its plethora of clients include Interswitch and Standic IBTC.


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