Philips opens regional digital command centre to help target marketing

Electronics giant Philips has opened a digital command centre in Singapore that the company says will enable it to communicate with consumers in real time and optimise campaigns across the region.

Called the ‘Conversation Engine, the unit will be staffed by 40 people – including staff from roster agencies – on Philips’ premises in Toa Payoh to handle search, social strategy, data analysis and media buying and planning.

The company aims to produce a mixture of long-form, short-form and “daily” content that supports its ‘Innovation and you’ proposition, and its brand purpose of “improving the lives of three billion people a year by 2025.”

Damien Cummings, who is eight months into his role as Philips’ VP and CMO for ASEAN and Pacific, told Mumbrella that Philips would not be using the command centre purely to react to trending topics, such as Nissan’s recent responses to the Royal Baby news and Apple’s #AppleLive launch event this week.