Making the Philips brand relevant in Africa
The international brand positioning of Philips was researched in 5 African regions and informed a localised brand positioning that was relevant to the African customer. A series of emotional and functional adverts were created for application on the various markets.

Retail point of sale
To support the trade, point of sale materials were developed to amplify the brand and deliver the brand proposition.

Building brand consistency
A brand and communication manual was developed for each region, detailing their target audience, the brand positioning and localised creative executions. This ensured brand consistency could be achieved on the continent.