MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                  PHILIPS Wil...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                        Saks ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com  Philips has the potential ...
MORGAN REES | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                            ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                            ...
MORGAN REES  | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                           ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com     Consolidation Solution (...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                             ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com   To address consumers desir...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com  Exhibit space consisted of ...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com                          Phi...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com exhibit," says Rees. "We lit...
MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com marketers to be a real speci...
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Morgan Rees Strategic Alliances & Special Events 2013

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Morgan Rees Strategic Alliances & Special Events 2012 covering NASCAR, LPGA, Saks Fifth Ave. Turner Broadcasting, Time Warner, PolyGram, Netgear’s The Networked Home, Motown Live, Think Big (Cover Story), Comdex and The World As It Stage

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  1. 1. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Strategic Alliances and Special Events Philips NASCAR Teams Up With Mattei Motorsports; Will Be Primary Sponsor …….. 2 of Geoff Bodines NASCAR Entry Philips Invitational Honoring Harvey Penick. (Nationally televised on CBS) ………….. 3 Saks Fifth Avenue & Philips Electronics Partner for Perfection …………..…………..4 - 6 The Networked Smart Home Turner Broadcasting System, parent company Time Warner and Philips ……..…… 7 - 9 Electronics Announce Wide-Ranging Strategic Alliance Philips Arena Will Host Millions of Sports, Music and Family-Entertainment Fans Philips Teams Up With PolyGram; Will Be Primary Sponsor of Motown Live! ……….. 10 Netgear’s The Networked Home of Today ……………………………………..…… 11 - 12 Exhibitor Management Magazine (cover story): “Think Big” ……………………… 13 - 14 Comdex Philips Surpassed Competition ……………………………………..……… 15 - 17 Philips Electronics Uses The World As Its Stage ………………………………….. 18 - 20
  2. 2. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com PHILIPS Will Be Primary Sponsor of Geoff Bodines NASCAR Entry Philips Teams Up With Mattei Motorsports; Primary Sponsor of Geoff Bodines NASCAR Entry DAYTONA, FLA., Feb. 12 -- Philips today announced that it has become the primary sponsor of Mattei Motorsports NASCAR Winston Cup Series car driven by Geoff Bodine. The agreement makes Philips the only consumer communications products manufacturer currently sponsoring a NASCAR entry. Bodines #7 Ford Taurus will feature the Philips logo beginning with this Sundays Daytona 500 Race. "Were delighted to join forces with one of auto racings most dynamic new ownership teams and one of its most talented drivers," said Morgan Rees, Vice President, Global Brand Management for Philips. "Our entry into NASCAR is one of the most important marketing initiatives were implementing to promote the Philips brand in the United States." Philips plans to use this sponsorship as part of a national promotional overlay for its retailers. Details of planned promotions, which will involve appearances by Geoff Bodine and special events at Winston Cup racing venues, will be announced shortly. "Were excited that a worldwide consumer leader like Philips will be sponsoring our NASCAR entry," said Mattei Motorsports spokesperson Jim Mattei. "Along with the support they bring to our race team," Mattei added, "Philips national and international reputation delivers added credibility to NASCAR. Its another exciting global opportunity for Winston Cup racing, which now holds events in Japan and is seen on television worldwide. And we expect expanded international venues in the future." Philips partnership with Mattei in Americas fastest-growing spectator sport demonstrates an expansion of Philips brand-building initiative in the United States. "As primary sponsor of Mattei Motorsports Winston Cup Car, Philips will gain tremendous visibility with millions of NASCAR fans whose loyalty to sponsoring brands is demonstrated by their purchases," Rees added. Philips Electronics, of the Netherlands, is one of the worlds largest electronics companies, with sales of U.S. $41 billion. With 262,500 employees in more than 60 countries, it is well known for its activities in the lighting, semiconductors and components, consumer products, professional products and systems areas including software and services. Philips is quoted on the NYSE, London, Frankfurt, Amsterdam and other stock exchanges, and is the worlds leader in lighting, color TV equipment, electronic shavers and recorded music (PolyGram).
  3. 3. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com PHILIPS INVITATIONAL HONORING HARVEY PENICK This marks the first year for the playing of the Philips Invitational Honoring Harvey Penick. The field will be competing for a portion of the $800,000 total purse at Onion Creek Club in Austin, Texas. In 1978, Onion Creek hosted the very first Legends of Golf; the event started the popular Senior PGA Tour. Last year, professional golf returned to Onion Creek Club. Once again, golf success of the Legends of Golf. In hosting The Philips Invitational Harvey Penick, Onion Creek Club and the title sponsor, Philips Electronics have brought a premier womens event to Austin. This is the only full-LPGA tournament in Texas and with a purse of $800,000, is fast becoming one of the major womens golf events in the LPGA. The Philips The Philips Invitational "What Invitational was nationally televised on CBS on Saturday through Sunday and an awesome effort for a first was attended by thousands of spectators from across the state and beyond. year event! Without a doubt the best run first year event in my 13+ years on Tour." CBS Deb Richard, LPGA May 22 1:00 - 3:00 P.M. professional May 23 1:00 - 3:00 P.M. "Thank you for a memorable event!" Other activities during the week included Monday and Wednesday Pro- Akiko Fukushima tournaments, a gala dinner and pairings party, Super Tuesday Skins Game and Hole-In-One-Contest, and a junior golfers clinic. Money raised from the weeks "Congratulations on running events will benefit the Neighborhood Longhorn Program, between the a First Class event. I look University of Texas and the Austin community to support students in grades 3 forward to returning next through 8. year." Michelle McGann Harveys sixty years of keeping notes on his experiences as a teaching pro have been translated into four books by author Bud Shrake. “Little Red Book” is the best-selling sports book ever published and was on the New York Times bestseller list for over 52 weeks. Harveys simple and direct practical instruction and his way of relating to golfers from all walks of life lead him to legions of loyal fans. It is his legacy of universal goodwill prompted the Philips Invitational to remember Harvey by recognizing teaching professional of the year with the Harvey Penick Award at the tournament. “In a demonstration of the breath of its product line, Philips Electronics showcased everything from thermometers to televisions and introduced several new market entries at its annual Line Show”, said Morgan Rees, Vice President, Global Brand Management. “The Line Show accompanies the Philips-sponsored LPGA Invitational Honoring Harvey Penick at Onion Creek Golf Club in Austin, Texas, May 20-23. In addition Philips is a major sponsor of several other public and industry events this year. For example, the Philips Arena in Atlanta. Of special note is Philips’ works with Kips Bay Boys & Girl Club in New York. Philips also is major sponsor of the HARRIS/PBS DTV Express, as well as a participating sponsor of Disney’s Ultimate Home Theater Experience exhibit at Epcot Center and NASCAR.
  4. 4. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Saks Fifth Avenue & Philips Partner for PerfectionThe media response…“… futuristic and very cool.” San Francisco Chronicle“Where techno buzz meets cozy casa …” Washington Post, Design Section“… celebrate the new millennium in avery unique and sophisticated way.” SAKS FIFTH AVENUE & PHILIPS ELECTRONICS Christina Johnson of Saks Fifth Avenue, Partner for Perfection. as quoted in the Star-Ledger The Networked Smart Home”… pacesetting …” House Beautiful A virtual look at home life in the not-to-distant future recently brought Philips Electronics and Saks Fifth Avenue to partners. An innovative collection of over 50 Philips consumer product prototypes were recently“The Networked Smart Home” Exhibit showcased at this year’s International Furniture Fair in Milan. Through aalso enjoyed media coverage in: series of domestic vignettes entitled “La Casa Prossima Futura: TheThe London Times Networked Smart Home,” Philips hoped to create a buzz in the globalHouse & Garden design culture with the introduction of futuristic objects and concepts toThe Tampa Tribune international buyers and manufacturers. It did. Now Philips had decidedThe Columbus Dispatch to expand the exhibit and bring it to the consumer.Computer Dealer NewsNewsdayThe Philadelphia Inquirer While in Milan, Morgan Rees, Vice President of Global BrandNew York Magazine Management for Philips Electronics met with three Saks Fifth AvenueThe New York Times Vice Presidents to discuss the vision of partnership. The first venue forTelevision coverage has included reports the Philips’ “The Networked Smart Home” showcase was the newlyon WCBS, Channel 2 News in New York, renovated ninth floor of Saks Fifth Avenue in Manhattan. The Saksalong with an upcoming piece on NBC’s representatives felt the collection would provide a perfect exhibit“Dateline,” to air November 25,Thanksgiving evening. opportunity for their store. According to Saks Vice Chairman and Chief Operating Officer Christina Johnson, “Our customers strongly identify with the cutting edge in fashion … this event gives them a chance to experience the cutting edge in technology.” The challenge: transform Saks Ninth Floor - an approximate 5000 square-foot space normally used for the store’s annual holiday displays - into a series of home environments, creating both cozy and futuristic room settings that would anticipate the future home philosophy while effectively displaying the Philips prototypes in real-life settings. A visual flair throughout this exhibit - rooms that flow easily one into another, with window views room to room that present additional opportunities for imaginative display - was agilely achieved with the added bonus that 85% of the exhibit’s properties are recyclable. th Concurrently with the 9 floor initiative Philips also occupied 11 th windows on 5 Ave and Broadway where over two million people per- day viewed Philips products and messaging.
  5. 5. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com SAKS FIFTH AVENUE & PHILIPS ELECTRONICS Partner for Perfection. (Cont.) The Networked Smart Home Media response to the exhibit has been overwhelming. According to Morgan Rees, “The exhibit drew enormous national and international attention, with more than 80 million impressions in the US alone.” (See sidebar for a selection.) This partnership with Philips and the Saks Fifth Avenue brought fantastic attention to the entire presentation enabling us to develop an impactful and fascinating exhibit. Effective marketing penetrates the consumer psyche by creating a context in which the product, service or brand exists and establishes the relevancy to individual lifestyles that, ultimately, evolves into a powerful bond”. The next stop for these properties - walls, decking, etc. - will be at Philips Electronics’ 21,000 square-foot booth at CES, in Las Vegas.  Key Philips strategy for growth  What does it mean to Philips? ˗ Products ˗ Services  What does it mean to consumers?  How do we communicate it?  How do we use ‘Digital Home’ to differentiate Philips?  Can be a powerful tool to build “foundation of understanding” for consumers  Paves the way for other communication vehicles  Allows Philips to be the “leader” and “knowledge source” for key influential’s ˗ CE trade press = Retailers ˗ Shelter press = Consumers  Close coordination with HVE Task Force  Expect February Task Force deliverable  Must translate it into consumer language  White Paper becomes the translation vehicle and foundation for entire public relations plan  “Digital Home” becomes “lynch pin” of Consumer Electronics Line Show (May 20 - 21)  Selected host for the event and is master-of-ceremonies  Select quest speaker to deliver keynote address/White Paper  Initial product concepts discussion.
  6. 6. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com  Philips has the potential to “own” the concept by capturing the imagination and visibility of the trend originators who influence the physical environment in which we live  No other CE manufacturer has fully embraced the influential design communityDefining the Concept” Design Conference  First-ever conference re: impact of digital home  Co-hosted by the AIA/ASID; held in New York  September time frame  Venue: MoMA during “House of the Future” Exhibition  Attended by: ˗ Shelter book editors ˗ Consumer and trade CE reporters ˗ Business press ˗ Architects ˗ Interior Designers ˗ Retailers  Program: ˗ Philips debuts Digital Home concept and White Paper ˗ Architects’ Roundtable discusses the future effect on the structure of the home; participants might include: • Frank Gehry, Michael Graves, Rem Kookhaas, Shin Takamatsu, Renzo Piano ˗ Interior Designers’ Roundtable discusses the future effect on the interior of the home; participants might include: • Albert Hadley, David Easton, Vincente Wolf, John Saladino ˗ AIA/ASID summarizes proceedings and concludes
  7. 7. MORGAN REES | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Turner Broadcasting System and Philips Electronics Announce Wide-Ranging Strategic Alliance First Component of Multi-Layered TBS, Inc.Philips Arena anchors a 25- - Philips Deal Namesacre re-development tract in New Atlanta Sports and Event Facilitydowntown Atlanta, stretchingfrom Centennial Olympic Park Philips Arena Will Host Millions of Sports, Music andto the Georgia Dome and Family-Entertainment Fansincluding CNN Center, TBSworldwide headquarters.Upon its completion, the mostinnovatively designed facility ATLANTA -- Turner Broadcasting System, parent company Timeof its type ever constructed Warner and Philips Electronics have forged a strategic alliance towill serve as the home of theNBA Atlanta Hawks and the share and develop a diverse range of projects and properties thatNHL Atlanta Thrashers, andwill host more than 200 includes naming Atlanta’s new 20,000-seat sports and event facilityentertainment events each Philips Arena. It is the home of the NBA Atlanta Hawks and the NHLyear. Atlanta Thrashers and will also host of more than 200 entertainment events each year. Concerts by Elton John. CHER, ZZ Top and Lynyrd Skynyrd marked the opening. Details of the alliance, which includes the most comprehensive naming-rights agreement to date, were announced today in a joint press conference at the arena construction site in downtown Atlanta. Executives of TBS, Inc., parent company Time Warner Inc. and Philips Electronics outlined the 20-year agreement, which is valued in excess of $100 million. This agreement signals a long-term relationship between two local companies with global constituencies, said Terence F. McGuirk, chairman and chief executive officer of TBS, Inc. We look forward to working with Philips Electronics to leverage the synergies of two great brands, and are pleased that the country’s newest and most innovative sports and event facility will carry the name of an equally innovative electronics manufacturer. Our alliance with Turner and Time Warner teams the vision and resources of the ultimate content company with those of the ultimate electronics company at a time when mastering the convergence of content, services and high-speed access with the new generation of digital electronics devices will determine the future of our industries.
  8. 8. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Turner Broadcasting System and Philips Electronics Announce Wide-Ranging Strategic Alliance To optimize the alliance between TBS, Inc. and Philips Electronics, two inter-company teams have been formed to identify and develop opportunities for sharing resources between the two companies: a technology task force and a marketing and new media task force. These teams will focus on development in a variety of areas, including E-commerce, enhanced TV, interactivity, new media and promotional and merchandising opportunities. We look forward to a highly collaborative long-term relationship with tremendous mutual benefit. This alliance creates opportunities for growth that will further strengthen our respective market positions and extend the reach of our leading entertainment brands and Philips state-of-the-art products and services to consumers around the world. This is a strategic alliance of hardware and software giants, both with enormous possibilities and complementary capabilities. Philips Arena is a shining example of the potential of our partnership. We are delighted that the Philips name will be so closely identified with the signature entertainment venue of the new millennium. Furthering their commitment, each company has pledged to integrate the other’s products into its business operations. The agreement includes a broad-based media package for Philips with Turner and Time Warner properties and a supplier arrangement for the use of Philips products, from broadcast equipment, consumer and business electronics to consumer appliances and lighting products. Philips technologies and products will be featured throughout the arena, as well. More than 1,000 Philips video monitors will be used in the arena and the adjacent CNN Center. All video components and lighting sources in public areas of the new facility will be Philips Electronics products; and fans can look forward to the latest digital technologies from Philips as they are introduced.
  9. 9. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Turner Broadcasting System and Philips Electronics Announce Wide-Ranging Strategic Alliance Morgan Rees, Philips Vice President, Global Brand Management comments, “Philips will occupy a 10,000-square-foot showcase area within the complex named, “The Philips Experience” an interactive showcase containing activities for people of all ages. It will be an area that heightens the fans experience using Philips technology. Its focal point is a 60-foot-tall (20 meters) video tower, with each of its sides featuring a multitude of programming, including action from the court during games. There is also a performance area where fans can interact. Around the base of the tower forms part of the venue’s interactive performance activity area with fifteen Philips video cameras simultaneously capturing images from all directions placing fans in suspended animation. This is similar to the special effects in Warner Brother’s hit movie, “The Matrix”. One wall alone has one hundred 52” projection televisions. Also in the Philips Experience area will be a replica of one of Philips’ popular television commercials. Fans can have digital pictures taken and conveniently e-mailed home. There is a life-sized, two-dimensional sculpture of a Hockey Goalie with a virtual reality mask in place of the of the face gives visitors a first-hand taste of what it is like to be a National Hockey League player. Put your face in the mask to see another player skating towards you and cutting loose with a slap shot that sends the puck flying directly at you. Along the balcony rail is a row of Internet surfing stations projecting on huge video screens.” Rees’ closing comments; “The Philips Experience will deliver fans a true “Wow-Factor”.
  10. 10. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com PHILIPS Sponsors Motown Live! Philips Teams Up With PolyGram; Will Be Primary MOTOWN Sponsor of Motown Live! LIVE! HOLLYWOOD, CA. -- Philips today announced that it has become the primary sponsor of PolyGram’s new nationality syndicated television show Motown Live! Motown Live! is a musical variety show, which features performances from legendary artists and some of todays hottest singers. The agreement makes Philips the lead sponsor and Burger King cosponsor currently sponsoring program. Britney Spears appeared on the opening show and will first sing "Baby One More Time" Then in the second half hour she sings "Sometimes." "Were delighted to join forces with the largest record label in the world," said Morgan Rees, vice president, Global Brand Management for Philips. "Our entry in our lead sponsorship is an important marketing initiative were implementing to promote the Philips brand in the United States. Philips national and international reputation delivers added credibility to Motown Live!" Philips plans to use this sponsorship as part of a national promotional Host Robert Townsend overlay for its retailers. Details of planned promotions, which will involve appearances by the show master of ceremonies, host Robert Townsend. Philips partnership with PolyGram demonstrates an expansion of Philips brand-building initiative in the United States. "As primary sponsor of Motown Live! Philips will gain tremendous visibility with millions of music fans whose loyalty to sponsoring brands is demonstrated by their purchases of Audio CD/R, boom boxes, Norelco, Aroma Sound, Sensor care and WebTV family of products," Rees added. Motown Live captures the hip, young feeling of todays Motown while still paying homage to its fabled history. Britney Spears PolyGram Television has inked a deal with Elephant Walk Entertainment and veteran Grammy Awards producer Ken Ehrlich to handle the production of its upcoming syndie series "Motown Live!" Elephant Walk principals Doug McHenry and Rob Lee will serve as exec producers on the weekly music showcase set to bow this fall. Ehrlich, who has a long list of music-related TV producing credits, will co-exec produce. Philips Electronics, of the Netherlands, is one of the worlds largest electronics companies, with sales of U.S. $41 billion. With 262,500 employees in more than 60 countries, it is well known for its activities in the lighting, semiconductors and components, consumer products, professional products and systems areas including software and services. Philips is quoted on the NYSE, London, Frankfurt, Amsterdam and other stock exchanges, and is the worlds leader in lighting, color TV equipment, electronic shavers and recorded music (PolyGram).
  11. 11. MORGAN REES | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com The Networked Home of Today Family Room The family room is the heart of family life and multimedia entertainment. NETGEAR’s lifestyle room demonstrates how families can enjoy the benefits of networking technology that allows highest-quality audio and video streamlining from the Internet, wireless connectivity and multimedia entertainment.LifeStyle Center NETGEAR’s networking solution lets you surf the Net, catch the news, watch movies or listen to digital music whenever and wherever you want – without the pains of rewiring the house. Whether you want to check the latest stock market news, pick up a recipe from the Web, add an item Kitchen to your online shopping list, or simply send a quick email to Aunt Susan, NETGEAR helps you to get things done without the hassles of rewiring, endless download times and waiting for your kids to finally get off the line. One Broadband Internet connects- ion now lets you make high-quality phone calls online while your kids surf the Web. In fact, NETGEAR’s state-of-the-art networking technology allows everyone in the house to work or play online at the same time. Kids Bedroom Your kids can do their homework online, search the Web for reference materials, or play online games with friends anywhere in the world in real time. NETGEAR’s networking technology lets everyone use a single Internet connection at once. And for parents who want to make sure their kids don’t accidentally access objectionable online material, NETGEAR’s networking technology comes with an integral parental control system that can block Web sites, objectionable online content and Internet access. Now you can work on your projects and streamline your favorite radio station while Home Office your business partner consults with a customer online or orders office materials. NETGEAR’s networking technology lets you transfer your files to other computers in the house, share a single printer, keep track of what your kids are doing online with instant alerts and reports, or keep you posted with the latest business news and stock quotations. And at the same time, our firewall technology protects your home and small office network from hackers.
  12. 12. MORGAN REES | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com The Networked Home of Today A virtual look at the networked home life in the not-to-distant future is now a reality. An innovative collection of NETGEAR products are now showcased at our Corporate headquarters located in Santa Clara, CA. Through a series of domestic vignettes entitled “NETGEAR LifeStyle Center,” NETGEAR hopes to create a buzz within our industry.LifeStyle Center The original properties were use at the Comdex trade show and are now repurposed and are on display in Silicon Valley. NETGEAR had decided to expand the exhibit and bring it to our customers, Analyst’s and members of the Press. Morgan Rees, Vice President of Marketing felt the LifeStyle Center would provide a perfect exhibit opportunity for our products in a real world environment. According to Morgan, “Our customers strongly identify with our cutting edge technology in a friendly atmosphere and this gives them a chance to experience our products and solutions.” The challenge: transform a corporate training room - an approximate 1,064 square- foot space normally used for product training - into a series of home environments, creating both cozy and futuristic room settings that would anticipate the future home philosophy while effectively displaying NETGEAR existing products and prototypes in real-life settings. A visual flair throughout this exhibit - rooms that flow easily one into another, with window views room to room that present additional opportunities for imaginative display - was agilely achieved with the added bonus that 100% of the exhibit’s properties are recyclable. According to Morgan Rees, “Effective marketing penetrates the consumer psyche by creating a context in which our products, service or brand exists and establishes the relevancy to individual lifestyles that, ultimately, evolves into a powerful bond”. Best regards, Morgan Rees
  13. 13. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com (Cover Story - Exhibitor Magazine) Rees’ Consolidation Solution CHALLENGE: Branding and controlling budget for multi- divisional company TOOL: Consolidate divisions to cut dollars and increase brand identity KEY PLAYER: Morgan Rees, Vice President of Global Brand Management A 42-billion-dollar company with 18 well known divisions such as Consumer Electronics’, Philips Medical, Norelco, Magnavox and Mirant. Philips spends millions of dollars each year on its trade show program. Managing a program of this scale create two significant challenges for vice president of global brands management Morgan Rees. First, Philips lacked brand consistency among divisions. Individual groups managed their own programs separately – including booth design. And for a global company like Philips, which attends hundreds of shows per years, branding is critical. Second, as a direct result of the above, Philips was wasting exhibit properties – and money. Since each division’s program was managed independently, one division potentially owned a double deck structure that was used once or twice per year. Meanwhile, other divisions would be buying and storing the same type of structures. Consolidating the process. Rees decided consolidation was key to streamlining his program. The first item on the addenda was minimizing the number of exhibit builders Philips contracted with company-wide. “Among 17 exhibit houses, we had about 220,000 cubic feet of inventory,” says Rees. “The duplicity is ludicrous. How many Philips logos do you need?” After much research, Rees narrowed the pool to two exhibit houses, Sparks Exhibits and environments and Contempo Design.
  14. 14. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Consolidation Solution (Continued) In partnership with these companies, Rees worked to craft one face for Philips. To do so, he developed modular corporate properties that are branded for Philips as a whole. The plan: Maintain the inventory of structures that could be used repeatedly by all Philips divisions. Rees introduced his inventory with the introductory with the 21,000-square-foot Comdex Fall properties, which included monolithic representations of the Tag Jamal and Eiffel Tower - pieces smaller divisions could never afford on their own. At the same time, he incorporated smaller, Abex-system pieces with consistent brand inventory,” he says. “The pieces are not branded on one division – they’re recognizable as Philips as a whole.” Much thought went into the planning of his new program. Pieces were designed to be used in booths ranging in size from 10-by-10 feet up. “We have product displays units that can be the table top to be bigger; we have product display units that can be to it. A four-foot surface can grow to six or eight feet. And it’s all components.” The beauty of this strategy, says Michael Tomkin, president, Sparks Exhibits and Environment, is Philips’ ability to use a piece 30 times instead of three. “They can leverage their properties to save money,” he says. Extranet inventory. To make the process efficient and easily accessible by all Philips’ divisions, Sparks created a secure extranet on its Web site, including digital photos of Philips graphics and exhibit inventory. “Any division can tap into this inventory, “says Rees. “And any Philips trade show manager can create configurations and floor plans for upcoming shows. The arrangement has worked beautifully. I’ll be on the phone from California with someone from Atlanta and The Netherlands, and we’re accessing engineering drawings and graphics,” says Rees. “We’re orchestrated and designed entire shows online, including Comdex – and that included 18 divisions.” The system is also making Rees the hero of CFO’s everywhere – and that’s just the early results. Companies can save 20 percent to thirty percent of their overall trade show budget (through this program), “says Tomkin confidently. Rees is equality convinced. His “cost saving guesstimate” is two million to three million dollars by the end of this year. All in all, it’s been a hugely successful way to mange one face, one message,” says Rees. “And at the same time, the corporation saves a fortune.”
  15. 15. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Comdex - Philips Surpassed Competition What is COMDEX? COMDEX is the worlds largest and most influential information technology event for resellers, corporate decision-makers and industry influencers. Recognized as the industry barometer, COMDEX events cover the technology spectrum, from the desktop to the server to Internet-enabled computing and communications technologies. th Comdex celebrated its’ 20 year. This year’s show and conference forum provided information from e-commerce to networking and communications, from information appliances to software platforms, covering all the hot topics important to you and your customers. The show was held at the Las Vegas Convention Center and Sands Hotel November 15-19.The media response…Jim Goldman…High Tech BusinessEditor for KRON-TV, Channel 4broadcasts from Philips exhibit stand. Steve Forbes stated, “Philips was the only booth with a soul, message and a philosophy”. According to Morgan Rees, Vice President of Philips Global Brand Management, “Over recent years we have had much success with our “Infotainment” style of messaging. Our themes have included the “Philips Digital Revolution” and “Philips Connects the World”. During the developmental process this year I worked closely with Philips Consumer & Marketing Intelligence on how to articulate consumer trends: “Consumers want an interconnected home Television coverage included which simplifies and enhances quality of life and address their reports on: concerns about isolation from the outside world?” ABC CBS CNN NBC Silicon Valley Report KRON As Morgan noted, “Philips presented “Philips pla.NET”. This positioning supported Philips as a global company and is a continuation of last year’s theme, “Philips Connects the World” story. Philips solutions can outfit every room in the home and/or office. At the same time addressing their concerns of being isolated from the outside world.”
  16. 16. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com To address consumers desire for an interconnected home which simplifies and enhances quality of life I had built a two story home illustrating all of the attributes of a networked home. To communicate this message in an infotainment format five Broadway actors were utilized. The booth was very organic, comprehensive and warm feeling. I wanted to dramatize Philips – as who we are, as a company and displayed the latest Philips’ “cool” technologies by way of a walk-through lifestyle representation of a “Day-in- the-life-of-Philips”.The Philips@home display was outfitted with today’sconsumer and computer-related products).
  17. 17. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Exhibit space consisted of one booth 198 x 107’ (21,000 square feet) in the main convention hall. Booth # L4832. Neighbors were Microsoft and Sony. The Philips booth targeted Customers and members of the Media needs with the following features: VIP Customer Check-in Desk (isle) VIP Customer Check-in Desk (rear) VIP Customer Courtyard (40’x40’) Media Relations Check-in Desk (isle) Media Relations Check-in Desk (rear) Media Relations VIP Courtyard (30’x30’) Product Information Desk Merchandising Pedestal Numerous Selling Suites (face-to-face) Numerous Private Product Demonstration Suites (face-to-face) Flat Display Systems, “Office-of-the-Near-Future”. Motivational Gift Products Pedestals Network Home Presentations Six Lifestyle Vignettes Product Demonstration Units (face-to-face) Philips@home lifestyle walk-through area Philips Speech Recognition Live Presentation Shows And much more Philips demonstrated, informed, educated and infotained guests with a memorial experience.
  18. 18. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com Philips Electronics Uses The World As Its Stage Companies often approach trade Philips set out to consolidate all of important than the finished size, show exhibit design in one of two its tradeshow marketing efforts in the exhibit accomplished two ways. Most view the exhibit as a order to bring a consistent brand amazing things. First, it took shell to house the sales force message to the show floor, Philips brand recognition to first during the long days of an industry regardless of the show or Philips place in a ranking of 2,400 exhibits, event. However, a small but division in attendance. The catalyst and it did so at a 30-percent cost growing number of corporations was the need to build exhibits for savings. recognize that a trade show exhibit both COMDEX and CES, two can be much more than a space enormous electronics shows. Sparks designed and constructed a filler. It can embody the spirit and Rather than design two separate, floor plan that allowed components philosophies of a company and its equally costly exhibits, the from the complete exhibit- brand by offering a three- company took a decidedly measuring 198 feet by 107 feet-to dimensional experience that a worldwide perspective and called be selected from inventory and client or prospect will never forget. on Sparks Exhibits & used in an exhibit as small as 20 Philips Electronics is such a Environments. feet by 20 feet. company. Philips is one of the worlds largest electronics "We went to Sparks for two key "Each element within the exhibit companies, with sales of more than reasons," says Morgan Rees, Vice was designed to be used in a $40 billion and more than 250,000 President of Global Brand number of ways-what served to employees. Its a global leader in Management for Philips. "First, show a workplace product line in the color television, lighting, home their ability to bring theming to a one show might showcase a home- telephony and electric shaver trade show was really important. products line in another," says markets. While Philips is a They deliver the same level of Rees. "This provides great recognized technology leader in its creativity they bring to their theme versatility and cost savings, markets, the company is focused park clients-such as Universal-to especially for Philips product on building the Philips brand. our corporate trade show setting in divisions that normally could not Having studied the impact of past a strategic and targeted way. afford this level of exhibitory. This exhibits, the company realized that Second, they had proven their has allowed our divisions to show a its exhibit had little to no brand leadership in understanding global more sophisticated display and pull recognition. With Philips numerous brands by helping companies such ahead of the competition at smaller departments and divisions handling as Bell Atlantic and Adidas to regional trade show events." shows individually, the company consolidate their three-dimensional didnt present a strategic and presentations under single-theme, Through this approach to strategic consistent global trade show brand-consistent umbrellas." planning, Philips delivered a image. In addition, the costs to consistent brand message with prepare for and attend shows each Making History exhibit properties that were highly year were becoming mind- The exhibit that grew out of Philips functional and adaptable for each boggling. consolidation directive was the divisions diverse trade show largest trade show structure in requirements. "This approach Philips U.S.A.s history. But more maximized our investment in the
  19. 19. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com exhibit," says Rees. "We literally A Show-Stopping Sight To give visitors an up-close look at saved hundreds of thousands of If the concept of using international Philips product lines, the exhibit dollars and increased brand landmarks was the seed, Sparks was divided into four areas, awareness by presenting a single design team made it bloom. With emphasizing the use of Philips face to the customer, and the creativity and enthusiasm running products for home, work, away and COMDEX experience and its at full tilt, what resulted from technology. Each area had its own subsequent showings are Sparks design team was more of a mini-stage for product-specific responsible for that return." theatrical set than a trade show presentations. One-on-one exhibit. The final exhibit featured demonstrations were held at each A Landmark Event awe-inspiring three-dimensional of the 23 product demo units. Faced with the challenge of scale models, hanging and "Many companies display presenting the branding theme, dimensional flats, a 60-foot main equipment in the exhibit the way Connecting Your World, Philips stage and even fog. their corporation is organized-by and Sparks worked closely from division," says Rees. "Yet the beginning, holding customers want to view products brainstorming sessions to review the way they are ultimately used by concepts. Philips decision makers the end-user, in real world lifestyle in the Netherlands, New York, application environments. We California and Atlanta worked hard to bring that realism to simultaneously viewed the extranet the exhibit by putting home to review designs and products in a living room setting, teleconferenced with the Sparks for example, regardless of what team. With a corporate U.S. office, division made the products. We felt a worldwide office in the it would be a better context for Netherlands and 12 Philips Scale models of five international facilitating actual sales, and it was." divisions, the Sparks proprietary landmarks were built to emphasize extranet was a critical collaboration the Connecting Your World theme, A Theatrical Experience tool to ring all relevant Philips including the Golden Gate Bridge, Product displays and parties together. Eiffel Tower, Taj Mahal, Roman demonstration spaces were given Coliseum and Sydney Opera top priority during the development House. Their inclusion was of the structure. The main stage-a significant because the actual 60-foot oval structure with seven structures are illuminated with trap doors-was used to present Philips Lighting products. The Philips global branding message team also built a model through a Broadway-style representing Motown to highlight production. The stage area was set Philips sponsorship of "Motown in the back of the exhibit, Live!," which airs on Saturday strategically drawing people mornings. through the exhibit and past all of Philips product offerings, yet it was The team agreed that one of Fifteen structural contour flats were highly visible, as it featured a 49- Philips greatest strengths is its created to represent architectural cube Philips video wall as its worldwide presence, as the styles, such as a Japanese backdrop, as well as dramatic company does business in more pagoda, a Dutch-style garden gate lighting. than 60 countries. Using this and familiar landmarks including premise as a starting point, Rees the Statue of Liberty-complete with developed a strategic direction-the lit torch and crown-Big Ben and the idea of using international Leaning Tower of Pisa. Completing landmarks. The landmarks would the scene were 200-foot canvas creatively showcase Philips curtains depicting generic skyline Connecting Your World theme with scenes. All were created using the added benefit that the team traditional scenic painting would select landmarks that are lit techniques usually found in theater by Philips products. Then, in a productions. The effect was collaborative effort, Rees and the completely immersive, giving Sparks team brainstormed and visitors the feeling they were in a built on the strategy together. far-off place. "In addition to trade shows, our firm does quite a bit of business theater work, which is considered by most
  20. 20. MORGAN REES| San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com marketers to be a real specialty," Philips to cut costs in the COMDEX, up from approximately says Clement Smith, senior production of the exhibit and on the 100. Just as important, Philips has account executive for Sparks. "We show floor. For instance, using a reduced event expenditures by 30 were able to draw from our stage that Sparks had in stock in its percent while gaining in name experiences in this area which San Francisco facility saved Philips recognition. made accomplishing Philips goals approximately $50,000 over the much simpler." cost of a custom-built stage. At the By planning each detail and Once visitors were drawn into the COMDEX presentation of the considering the future show Philips Branding theater area, they exhibit, the space contained 20 schedules of Philips product were treated to a presentation conference rooms rented from divisions, not only were Rees and complete with singing, dancing, Sparks extensive inventory at a Sparks able to produce an exhibit and a floating presenter on a cost of approximately $160,000. that stopped the show at COMDEX theatrical crane and flying dancers The cost to purchase the same 98, but one that lives on in various on cables. "Our goal was to system would have been nearly versatile configurations. For develop an impactful way to $800,000 and the end result COMDEX, the large stage was communicate what Philips is all wouldnt have been as flexible. utilized for building the Philips about by illustrating our motto, brand image, and at CES it was Lets Make Things Better. We felt Other strategic factors came into repurposed to communicate that we could use the exhibit and play. During the COMDEX load-in, Philips leadership in high-definition the theatre presentation to show Sparks arranged to have Philips televisions. that Philips makes things that products shipped to an off-site better peoples day-to-day lives," storage facility and then delivered says Rees. "We dont make to the exhibit en masse. Had technology for the sake of Philips brought the products into technology; we make things to the hall as they arrived, they would better our lives. And the exhibit have been assessed a per-piece experience both reflects and charge. By bringing the shipments enhances our marketing. in all at once, Sparks saved Philips tens of thousands of dollars in drayage costs. The success of Philips new unified At COMDEX, Philips Technologies approach is in the numbers. The used the Eiffel Tower exhibitory to company had seven independent communicate its leadership in exhibits and seven inconsistent speech recognition, flat display brand messages at COMDEX. systems, semiconductors and CD- Subsequently, it posted a very low ReWritable/DVD components. At recognition factor. Philips CES, the Eiffel Tower served a presented one face to its completely different purpose for customers and ranked highly in Philips Home Cinema Solutions "At the end of the last day of the exhibit recognition out of 2,400 such as HDTV, video projectors, show, I walked the show floor and exhibitors. DVD and Flat TV. the rest of the hall was like a ghost town. Everyone was in our exhibit The exhibit attracted media Components from the exhibit have catching the last performance, and attention as well. The company been used by numerous Philips many were qualified leads," says conducted more than 500 press divisions at different shows and Rees. "There was no doubt we had interviews in the exhibit at events. captured our audience by providing them with an exceptional experience." The Bottom Line Sparks designed and produced the entire theatrical experience in less than six weeks by utilizing five of its U.S. facilities simultaneously. Partnering with Sparks also helped

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