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WELCOME TO THE NEWSCRED #THINKCONTENT TOUR

#ThinkContent@NewsCredJeremy to update the logo

Eva BarrettGlobal Head of Brand Marketing CommunicationsPhilips

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BRAND TRANSFORMATION: LEVERAGING STORYTELLING TO CONNECT WITH YOUR AUDIENCEEva Barrett, Philips

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Philips: innovation and youEva BarrettGlobal Head of Brand Marketing Communications29th October 2015

#Good afternoon. And thank you for inviting me here to talk about Philips.4

in 2015?does PhilipsrepresentWhat

#Everyones heard of Philips, right? We make T.Vs? Shavers? C.D Roms? Right? The reality is we are so much more than that. Our T.Vs are a licensed business, C.D roms are in the past. 5

a year by 2025

Were aiming to improve the lives ofthree billion peopleWe strive to make the world healthier and more sustainable through innovation

#Today Philips is a health and wellness company. Weve been in healthcare over 100 years and have deep clinical expertise. We are on a mission to improve the lives of 3 billion people a year by 2025 and we believe we can always make life better for people.

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Commitment to meaningfulinnovation

#Were an innovation company but we dont just innovate for innovations sake. We believe innnovation is meaningful when it makes a difference in peoples lives, we have been in healthcare over 100 years but not enough people know this. Many people dont know the difference we make;From reducing infant mortality in Uganda, to improving diagnosis and treatment in hospitals to pioneering homecare.7

#So in 2013 we unveiled our new brand positioning innovation that matters to you and we started to tell stories of how we are improving peoples lives. It was important we showed our real selves. We reached out to our businesses and employees in over 160 countries to tell us their stories, real stories about real people. We were inundated with stories, so we set about filming these to show Philips making a difference in peoples lives all over the globe. These range from helping mothers to breastfeed for longer, to keeping people at home with telehealth rather than in a hospital, focusing on the impact on people.8

Digital Storytelling Platform

#We then launched a digital storytelling platfrom with extended stories, infographics and over 50 films. Our audience is Global Opinion Leaders who set the global agenda. This includes C-Suite and Govt officials. We need to change perceptions of our brand with this audience. These stories are helping us to reposition the brand. 9

Official healthcare partner to the New York Times online

#This year we became the official healthcare partner to the NYT online. Every month we are producing branded content with them, articles, infographics and films. Were inviting them into our labs to meet with our engineers to tell the best stories.10

#Every month we are producing content with them and we distribute that through our other media partners, Forbes, Washington Post and Linked In.11

Demonstrating our approachthe Living Lab

#This is just the beginning for us. We continue to evolve our content strategy. This year we launched the living laboratory, a way to create deeper engagement with our brand and tell even more powerful stories. Rather than just talk about what we do we are showing in real time how we innovate.

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Lightup theDark

#Our first living lab was in Upssala Sweden where it gets dark at 3pm in Winter. We wanted to see if we could improve a community and childrens health by lighting up a playground. We then worked with a child psychologist, the local governement and preschools to measure the impact on their life.13

#[PLAY VIDEO]We not only made the kids happier, giving them a space to play in winter, we made the mayor of Upsalla happy, through cost savings.

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#[PLAY VIDEO]

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#Our second living lab is really exciting, unfortunately I cant show it to you today as we launch in two weeks time but this is the most creative piece of content weve produced yet. We are the global leader in respiratory solutions and weve created a stunning piece of content that will launch on world COPD day. We will launch through the New York Times and have a large social and integrated buy behind this. 16

We willthe differenceshow the worldwe make

#Next year we are planning another 4 6 experiments. As well as an advertising campaign to celebrate our belief, so people get to know the real Philips.Philips first lifted Eindhoven out of darkness over a hundred twenty years ago. And yet, working on the brand today, it feels like we are just beginning.

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#Thank you. 18