MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
Case Studies: Strategic Alliances & Special Events
Philips NASCAR Teams Up With Mattei Motorsports; Will Be Primary Sponsor …….. 2
of Geoff Bodine's NASCAR Entry
Philips Invitational Honoring Harvey Penick. (Nationally televised on CBS) ………….. 3
Saks Fifth Avenue & Philips electronics Partner for Perfection ………………..…….. 4 - 5
The Networked Smart Home
Turner Broadcasting System, parent company Time Warner and Philips ……..…… 6 - 8
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! ……….. 9
Netgear’s The Networked Home of Today …………………………………………..…… 10
Exhibitor Management Magazine (cover story): “Think Big” ……………………… 11 - 12
Comdex Philips Surpassed Competition …………………………………..………… 13 - 15
Philips Electronics Uses The World As Its Stage …………………………………... 16 - 18

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
PHILIPS Will Be Primary Sponsor of Geoff Bodine's NASCAR Entry
Philips Teams Up With Mattei Motorsports; Primary
Sponsor of Geoff Bodine's 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. Bodine's #7 Ford Taurus will feature the
Philips logo beginning with this Sunday's Daytona 500 Race.
\"We're delighted to join forces with one of auto racing's 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 we're
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.
\"We're 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. It's 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 America's 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 world's 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 world's leader in lighting, color TV
equipment, electronic shavers and recorded music (PolyGram).

MORGAN REES
1844 Castro Drive | 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 women's 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 women's 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
CBS
in my 13+ years on Tour.\"
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
Other activities during the week included Monday and Wednesday Pro-
event!\"
tournaments, a gala dinner and pairings party, Super Tuesday Skins Game and
Akiko Fukushima
Hole-In-One-Contest, and a junior golfer's clinic. Money raised from the week's
events will benefit the Neighborhood Longhorn Program, between the
\"Congratulations on running
University of Texas and the Austin community to support students in grades 3
a First Class event. I look
through 8.
forward to returning next
year.\"
Michelle McGann
Harvey's 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. Harvey's 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.

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
Saks Fifth Avenue & Philips Partner for Perfection
The media response…
“… futuristic and very cool.”
San Francisco Chronicle
SAKS FIFTH AVENUE & PHILIPS ELECTRONICS
Partner for Perfection.
“Where techno buzz meets cozy casa …”
The Networked Smart Home
Washington Post, Design Section
A virtual look at home life in the not-to-distant future recently brought
“… celebrate the new millennium in a
Philips Electronics and Saks Fifth Avenue to partners. An innovative
very unique and sophisticated way.”
collection of over 50 Philips consumer product prototypes were recently
Christina Johnson of Saks Fifth Avenue,
showcased at this year’s International Furniture Fair in Milan. Through a
as quoted in the Star-Ledger
series of domestic vignettes entitled “La Casa Prossima Futura: The
”… pacesetting …” Networked Smart Home,” Philips hoped to create a buzz in the global
House Beautiful design culture with the introduction of futuristic objects and concepts to
international buyers and manufacturers. It did. Now Philips had decided
to expand the exhibit and bring it to the consumer.
“The Networked Smart Home” Exhibit
While in Milan, Morgan Rees, Vice President of Global Brand
also enjoyed media coverage in:
Management for Philips Electronics met with three Saks Fifth Avenue
Vice Presidents to discuss the vision of partnership. The first venue for
The London Times
the Philips’ “The Networked Smart Home” showcase was the newly
House & Garden
renovated ninth floor of Saks Fifth Avenue in Manhattan. The Saks
The Tampa Tribune
The Columbus Dispatch representatives felt the collection would provide a perfect exhibit
Computer Dealer News opportunity for their store. According to Saks Vice Chairman and Chief
Newsday Operating Officer Christina Johnson, “Our customers strongly identify
The Philadelphia Inquirer
with the cutting edge in fashion … this event gives them a chance to
New York Magazine
experience the cutting edge in technology.”
The New York Times
The challenge: transform Saks Ninth Floor - an approximate 5000
Television coverage has included reports
square-foot space normally used for the store’s annual holiday displays
on WCBS, Channel 2 News in New York,
- into a series of home environments, creating both cozy and futuristic
along with an upcoming piece on NBC’s
room settings that would anticipate the future home philosophy while
“Dateline,” to air November 25,
effectively displaying the Philips prototypes in real-life settings.
Thanksgiving evening.
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.
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.

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com

MORGAN REES
1844 Castro Drive | 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 Names
acre re-development tract in New Atlanta Sports and Event Facility
downtown Atlanta, stretching
from Centennial Olympic Park Philips Arena Will Host Millions of Sports, Music and
to the Georgia Dome and Family-Entertainment Fans
including CNN Center, TBS
worldwide headquarters.
Upon its completion, the most
ATLANTA -- Turner Broadcasting System, parent company Time
innovatively designed facility
of its type ever constructed
Warner and Philips Electronics have forged a strategic alliance to
will serve as the home of the
NBA Atlanta Hawks and the share and develop a diverse range of projects and properties that
NHL Atlanta Thrashers, and
includes naming Atlanta’s new 20,000-seat sports and event facility
will host more than 200
entertainment events each Philips Arena. It is the home of the NBA Atlanta Hawks and the NHL
year.
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.

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
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.

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
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
fan's 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”.

MORGAN REES
1844 Castro Drive | 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 today's
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.\"
\"We're 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 we're 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 today's 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 world's 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 world's leader in lighting, color TV
equipment, electronic shavers and recorded music (PolyGram).

MORGAN REES
1844 Castro Drive | 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.
NETGEAR’s networking solution lets you surf
LifeStyle Center
the Net, catch the news, watch movies or listen
to digital music whenever and wherever you
want – without the pains of rewiring the house.
Kitchen
Whether you want to check the latest stock market
news, pick up a recipe from the Web, add an item
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 connect-
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.
Home Office
Now you can work on your projects and
streamline your favorite radio station while
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.

MORGAN REES
1844 Castro Drive | 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
Marantz. 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.

MORGAN REES
1844 Castro Drive | 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.”

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
Comdex - Philips Surpassed Competition
What is COMDEX? COMDEX is the world's 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
The media response… November 15-19.
Jim Goldman…High Tech Business
Editor for KRON-TV, Channel 4
broadcasts 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.”

MORGAN REES
1844 Castro Drive | 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’s
consumer and computer-related products).

MORGAN REES
1844 Castro Drive | 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.

MORGAN REES
1844 Castro Drive | 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
world's 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. It's 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
didn't 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
Making History
prepare for and attend shows each 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 division's diverse trade show
largest trade show structure in requirements. \"This approach
Philips U.S.A.'s history. But more maximized our investment in the

MORGAN REES
1844 Castro Drive | San Jose, CA 95130 | (408) 394-7337 | MorganDRees@gmail.com | www.morganrees.com
A Show-Stopping Sight
exhibit,\" says Rees. \"We literally 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
Scale models of five international
Netherlands and 12 Philips facilitating actual sales, and it was.\"
landmarks were built to emphasize
divisions, the Sparks proprietary
the Connecting Your World theme, A Theatrical Experience
extranet was a critical collaboration
including the Golden Gate Bridge,
tool to ring all relevant Philips Product displays and
Eiffel Tower, Taj Mahal, Roman
parties together. 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
\"In addition to trade shows, our firm
built on the strategy together. far-off place.
does quite a bit of business theater
work, which is considered by most

MORGAN REES
1844 Castro Drive | 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 wouldn't have been as flexible. utilized for building the Philips
about by illustrating our motto, brand image, and at CES it was
Let's 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 people's day-to-day lives,\" storage facility and then delivered
says Rees. \"We don't 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.
At COMDEX, Philips Technologies
The success of Philips' new unified
used the Eiffel Tower exhibitory to
approach is in the numbers. The
communicate its leadership in
company had seven independent
speech recognition, flat display
exhibits and seven inconsistent
systems, semiconductors and CD-
brand messages at COMDEX.
ReWritable/DVD components. At
Subsequently, it posted a very low
CES, the Eiffel Tower served a
recognition factor. Philips
completely different purpose for
presented one face to its
Philips Home Cinema Solutions
customers and ranked highly in
\"At the end of the last day of the such as HDTV, video projectors,
exhibit recognition out of 2,400
show, I walked the show floor and DVD and Flat TV.
exhibitors.
the rest of the hall was like a ghost
town. Everyone was in our exhibit Components from the exhibit have
The exhibit attracted media
catching the last performance, and been used by numerous Philips
attention as well. The company
many were qualified leads,\" says divisions at different shows and
conducted more than 500 press
Rees. \"There was no doubt we had events.
interviews in the exhibit at
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