Philips is increasingly using media agencies and going directly to Twitter , Facebook and Google with its advertising needs . The Dutch firm is investing in technology that allows its marketers to maximise their advertising budgets by generating data on what adverts work best in which market . Philips is muscling its own agencies out of the way to work directly with Google, Facebook and Amazon. Philips is collecting the data on the market itself and using the data to inform its campaigns worldwide rather than allowing agencies to manage the relationship with verification companies .
Philips is increasingly using media agencies and going directly to Twitter , Facebook and Google with its advertising needs . The Dutch firm is investing in technology that allows its marketers to maximise their advertising budgets by generating data on what adverts work best in which market . Philips is collecting the data on the market itself and using the data to inform its campaigns worldwide rather than allowing agencies to manage the relationship with verification companies .