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February 2007 - Strategy Magazine
Who to watch

Rebranding
Simply effectual: How Philips Canada's Jim Savage has adeptly activated the global "Simplicity" repositioning

by Annette Bourdeau
page 21

Keeping things simple isn't always easy - especially at a large global tech corporation. But Jim Savage, director of corporate communications at Markham, Ont.-based Philips Canada, has managed to skillfully activate the co's recent global "Simplicity" rebranding campaign in Canada through a series of not-so-simple initiatives like scoring space at Toronto's Pearson Airport for a Philips-branded Simplicity lounge. As well, "Simplicity Squads" in Toronto and Montreal handed out cab vouchers and provided couches at bus stops.

The simplicity mission extends inside the company as well. Savage spearheaded efforts to simplify how Philips Canada pitches vendors, encouraging the four divisions - medical, consumer electronics, lighting and appliances - to work together more often to do group pitches, rather than functioning as four separate companies as they had in the past.

"Jim has come up with ideas that have raised Canada's profile in the Philips world," notes Iain Burns, president/CEO of Philips Canada, adding that Canada, as the Amsterdam-based company's 15th largest market, hasn't typically been a global priority. "He's managed to get me more money at a local level."

The airport initiative is one project that Savage tapped Holland for. "We had no funding in Canada," explains Burns. "He did an excellent job of selling it internally...with a lot of Philips savvy. He convinced them that it would be a success, and that it could be used elsewhere."

Carat Canada, came to Savage with the airport opportunity last March. He spent much of the following months selling the concept internally, as well as dealing with airport regulatory speedbumps along the way. "Airports are the antithesis of simplicity. That made it that much more attractive to reinforce the message of simplicity in an environment that couldn't be more complicated," says Savage.

The Philips Simplicity Environment, developed with Carat and creative agency DDB Canada, finally opened last October in Pearson's busy Terminal 1. It aimed to be an oasis of calm for frenzied travellers, and featured a sound wall, leather furniture, a virtual aquarium, free Wi-Fi access and free quick charges for cellphones. It was staffed most of the day, and remained accessible 24/7 until the project wrapped last month.

Early results indicate that the brand association levels for the lounge were very high, and helped increase overall brand awareness. "It has been probably one of the best initiatives that Philips has done this year, and not just in Canada," says Burns.

Savage worked with his agencies to have his "Simplicity Squads" hit the streets of downtown Toronto and Montreal to coincide with the launch of the airport lounge. The squads, dressed in white jumpsuits, toted white couches around town to provide relief for tired urbanites, while handing out cab chits and vouchers for Philips products. The stunt was a PR success, and landed Savage interviews from Citytv, Global and 680 News, providing him with a forum to promote the airport lounge.

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