Guess it’s one of those days when the media side shines. After a review, Carat and MPG, which both competed down to the wire, will be splitting the Philips media pie as the brand has announced that the former will continue on as strategic media agency partner while the latter joins the fold to focus on Philips’ Consumer Lifestyle sector in the Americas, France and southern Europe.

Philips Consumer Lifestyle chief marketing, innovation and strategy officer Antonio Hidalgo explains in a statement, “Continuing our relationship with Carat is testimony to the strength of their strategic offering and the trusted partnership we have built in the recent years. The addition of MPG for specific geographies reflects Philips’ focus on identifying strong local partners to deliver business results.