▁by ▁former ▁Phili ps ▁top ▁executive ▁Jan ▁Tim mer ▁to ▁particip ate ▁in ▁the ▁Board ▁of ▁Direct ors ▁of ▁Phili ps , ▁to ▁bre at he ▁new ▁life ▁to ▁the ▁brand ▁Phili ps . ▁Bo on stra ▁was ▁responsible ▁for ▁the ▁' Let ' s ▁make ▁things ▁better '- ▁campaign . ▁ ▁Two ▁years ▁after ▁his ▁comm enc ement ▁of ▁employ ment ▁with ▁Phili ps , ▁Bo on stra ▁became ▁the ▁successor ▁of ▁Tim mer ▁as ▁the ▁president ▁of ▁the ▁board ▁of ▁direct ors . ▁He ▁held ▁this ▁leading ▁position ▁until ▁ 2 0 0 1 . ▁While ▁Bo on stra ▁was ▁in ▁charge , ▁the ▁market - value ▁of ▁Phili ps ▁increased ▁five fold ▁mainly ▁by ▁foc using ▁on ▁short - term ▁prof its ▁and ▁s elling ▁off ▁company ▁units ▁like ▁B SO / Origin ▁( now ▁a ▁part ▁of ▁At os ▁and ▁record ▁company ▁Poly G ram . ▁During ▁his ▁leadership ▁he ▁moved ▁the ▁head ▁office ▁( the ▁top ▁ 3 5 0 ▁employees ) ▁of ▁Phili ps ▁from ▁E ind h oven ▁to ▁Amsterdam , ▁the ▁capital ▁of ▁the ▁country . ▁Since ▁most ▁of ▁the ▁regular ▁staff ▁remained ▁in ▁E ind h oven , ▁the ▁birth place ▁of ▁the ▁company , ▁this ▁move ▁was ▁not ▁popular ▁among ▁Phili ps ▁employees . ▁In ▁ 2 0 0 0 ▁Bo on stra ▁was ▁chosen ▁' top ▁executive ▁of ▁the ▁year '. ▁Bo on stra ▁divor ced ▁two ▁times , ▁and ▁has ▁two ▁children ▁( Cor ▁Bo on stra ▁and ▁Ro el of