- Philips, a global lighting and electronics company, is working to rebrand as a B2B business.
- The brand has teamed up with Ogilvy to produce digital documentaries that highlight what its innovation can bring to the world.
- The move to rebrand is spearheaded by new CMO Richard Wergen.
Philips is already well known for its toothbrushes and lightbulbs, which could be an asset. The brand is coming from a good starting point, since its B2B business is already strong. It just needs more awareness, and video can be a great way to highlight innovative progress even with complex topics. Ogilvy has a great reputation, so it should be fun to watch the campaign's progress.