CNBC teams with Philips for branded content campaign

Editor | 16-11-2013

Leading global broadcaster of live business and financial news CNBC has entered into a global, cross-platform branded content commercial campaign with CE giant Philips.

The campaign will be based around CNBC’s new video series, Innovation Cities, launched worldwide across the broadcaster’s TV and digital platforms and on a special report page at

The series will showcase the innovations that most improve the way people live and work, delivering futuristic living conditions in today’s city environments. Each two-and-a-half-minute episode will focus on a facet of city life and will explore an innovation that is providing dynamic change and contributing to business development in health, the home and schools.

The video series will air once a week for nine weeks immediately after the network’s flagship morning programme Squawk Box in the EMEA and Asia Pacific regions, and on the Al Bousaiah programme on CNBC Arabiya in the Middle East. Highlights of the video series will also air on CNBC in the United States, and CNBC World. Full episodes will also be immediately available across all CNBC’s online video and mobile platforms.

The sponsorship package Philips’ will be supported by a comprehensive campaign which includes a home page takeover on today, highlights and vignettes from the series, spot ads, graphical spots, and interactive ad units on and on the network’s suite of mobile platforms.

“We are delighted that Philips has chosen CNBC as the major platform for this strategic branded content initiative, “commented Jason Webby, Senior Vice President Sales at CNBC International. “This unique campaign closely aligns with Philips’ strategic priorities and will effectively target our influential global business audience in a very engaging manner.”

Added Richard Wergan, Global Head of Brand Communications and Digital, Philips: “We are pleased to partner with CNBC to sponsor a series focused on innovation. This week we unveiled our new brand direction, centred around our belief that innovation is only meaningful if it is based on a deep understanding of people’s needs and desires. When we bring the two together – people and innovation - we create innovation that people truly want. This is what sets us apart and makes us different.”