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...