Dive Brief:

• Philips, a global lighting and electronics company, is working to rebrand as a B2B business. 
• The brand has teamed up with Ogilvy to produce digital documentaries that highlight what its innovation can bring to the world. 
• The move to rebrand is spearheaded by new CMO Richard Wergen. 

Dive Insight: 

Philips is already well known for its toothbrushes and lightbulbs, which could be an asset. The brand is coming from a good starting point, since its B2B business is already strong. It just needs more awareness, and video can be a great way to highlight innovative progress even with complex topics. Ogilvy has a great reputation, so it should be fun to watch the campaign's progress.