Co-creation helps Philips transform its approach in Asia

Low Lai Chow

Philips, the multinational electronics company, may have over a century of history behind it, but the company is today only focusing on the future. "Philips is changing from the perception that many of us still have; it is becoming a very different company," said Arent Jan Hesselink, its head of integrated marketing and communications for Asia Pacific.

He was speaking alongside Jon Chin, senior vice president and head of digital for Southeast Asia at FleishmanHillard, the marketing and communications firm, and Laura Ashton, head of marketing and vice president, lighting, for growth markets at Philips, during ad:tech Singapore 2013. Their subject was the Philips "+" Project, which has been running in Indonesia, South Korea and Thailand for over a year.

"We want to work to improve people's lives, make people more comfortable, make people happier, make people healthier, to help them live better lives, make things that are difficult easy, and, in general, improve the quality of life," said Hesselink. "That's a very different Philips from the Philips of the past."