How Signify keeps its grip on global marketing

Signify operates worldwide with a broad brand portfolio – from Philips Hue and WiZ for consumers to Interact for pro-grade IoT lighting. Their products reach the market through a wide mix of channels and partners, from installers and lighting architects to DIY stores.

That scale and complexity demand a marketing setup that’s both scalable and streamlined. “Marketing here isn’t a simple linear process,” says Koppens. “We manage around 200 websites in 67 languages. Just updating cookie notices or privacy statements is a project in itself. That calls for tight organisation and solid quality control. Especially in that final step before content goes live – checking legal, privacy and brand consistency – that’s where our responsibility kicks in. It’s the last gate before the world sees it. It has to be right.”

Mick Roovers, Strategy Director at iO, leads the team that supports Signify’s marketing operations. What makes this team stand out, Roovers says, is the mix of speed and depth. “Of course, we deliver fast and high-quality work. But more importantly, we understand what Signify is trying to achieve. So we’re not just ticking boxes – we’re sounding boards for their marketers, working together to create successful campaigns.”

The result? Faster turnaround and better quality control. “We’re already saving time thanks to smart standardised services and templates,” says Koppens. “That lets us launch campaigns more quickly and plan more effectively. Plus, iO is flexible enough to roll with shifting deadlines – which, let’s be honest, happens all the time in our fast-moving environment.”

The central iO team is split between the Netherlands and Sofia, Bulgaria – but distance isn’t an issue, states Koppens. “It feels personal and efficient. Everyone’s in the loop, and we have dedicated contacts for both B2C and B2B. It works really well.”

A big part of the success lies in standardisation. “That might sound restrictive,” Koppens admits, “but having clear agreements around forms, components and workflows actually helps us move faster. And if something new is needed, it goes into a development track.”

“That approach also avoids fragmentation”, Roovers adds. “We often see companies where every country works with different agencies and tools. That makes it impossible to scale, learn, or even stay consistent. By centralising operations, you can safeguard quality and governance – and that shines through in how your brand shows up.”

Peak retail periods like Black Friday and Cyber Monday demand military-grade coordination. For Signify brands like Philips Hue, those are key commercial moments, says Roovers. “These are high-impact campaigns that need to go live simultaneously in over 20 countries and 16 languages. It’s not just a mountain of work – it has to be perfectly timed and flawlessly executed.”

That means tight planning and a team that knows the brand and the process inside out. “We handle local tweaks, proper translations, tech checks and publishing across the right channels,” says Roovers. “It might look like a simple rollout, but behind the scenes it’s a huge operation.” Koppens agrees: “In moments like that, we need to be able to trust in the team’s speed, quality and flexibility. It just has to work – without hiccups. And it does, because the foundation is rock solid.”

Thanks to iO’s approach, there’s also room for constant improvement. “Every year we squeeze out eight to ten percent in efficiency gains,” says Roovers. “We’ve even been able to add new services without raising costs – just by working smarter.” He adds that companies could cut marketing operations costs by up to 30 percent by adopting a similar approach.

For Koppens, the support means she finally has the ‘headspace’ she needs. “I can now focus on the future. We’re working on strategic initiatives around AI and digital maturity – and we simply didn’t have the time for that before.”

One big lesson, according to Koppens: KPIs are useful, but customer satisfaction is what really matters. “In my previous role, everything was geared towards keeping dashboards green. But if no one’s happy with the outcome, something’s wrong.” Roovers agrees: “We ask the extra question. We want to understand what the business really needs. And even if something’s doesn’t seem possible, we don’t say ‘no’ – we find a alternative that works.”

Koppens has one clear piece of advice for organisations with complex portfolios and global reach: centralise your marketing operations. “It takes quite a bit of work at the start, but the payoff is huge. You reduce risk, raise quality, and lower total cost of ownership. And your marketers? They’re finally free to focus on what really counts: building the brand, serving the customer, and shaping the future.”