Philips Backgrounder on the Simplicity Advisory Board (SAB)

In September 2004, Philips launched its new brand promise of Sense and Simplicity, setting the foundation for Philips to grow its existing healthcare, lifestyle and technology business. The brand promise has been born out of Philips' belief that technology has become too complex, products and solutions should make sense and consumers should feel comfortable using them, no matter how advanced they are.

Following the brand positioning and advertising launch the SAB is the next milestone in Philips journey towards simplicity. The SAB will work with Philips and act as a think tank and sounding board on their journey to bring simplicity to the world, by providing an outside perspective into the application of how its brand can and does deliver Sense and Simplicity across everything Philips does.

Andrea Ragnetti (CMO Philips and Chairman of the SAB) will be joined on the SAB by:

• Sara Berman

Sara is recognized as being one of the most up-and-coming young fashion designers around at the moment with her collections selling in the UK, US Scandinavia and Japan. She has an emphasis on maintaining simplicity as a basis for all her designs. Sara commented: "Simplicity is at the heart of everything that I do, style is not about complication and excess but about being designed around the individual."

• Gary Chang

Gary is one of China's most prominent architects who is well known for his creative and simplistic use of space. "Throughout my career I have always put emphasis on creating practical lifestyle environments. In China and specifically other major conurbations in the Asia Pacific region space is a luxury so working around people's lifestyles is a real challenge. As Philips has a strong presence in the Asia Pacific region, I will enjoy bringing a different cultural perspective to the project."

• Dr. Peggy Fritzsche

Peggy is the former President of the Radiology Society of North America (RSNA) and has been working in medical imaging for over 25 years. When approached by Philips she commented, "This sounds like a fascinating project. I believe that my experience in improving patient experiences in a medical environment will bring something to the table when considering product experiences in any sector whether it's healthcare, lifestyle or technology."

• John Maeda

John is a professor at MIT and one of the leading industry commentators on simplicity in IT. "Simplicity is a subject that I feel passionately about and it is great to see a global company such as Philips putting a stake in the ground and proactively taking action on the subject. I am really pleased to be involved."

• Ken Okuyama

Ken is creative director of Pininfarina Automotive and Transportation Design and is a professor at the Art Centre College of Design in Pasadena. "My design ethos has always been based on designing cars to the drivers' needs whilst still achieving a highly desirable, clean and simple look without sacrificing any functionality or quality."

The SAB members were individually selected and invited by Philips due to their wide-ranging knowledge and expertise. The collective board reflects the make-up of Philips target audiences across all healthcare, lifestyle and technology sectors, including diversity of gender, age, geographical spread and areas of interest. Philips specifically selected the members for their eclectic mix of minds and because the SAB will offer something creative and interesting, as well as adding to Philips vision of "Sense and Simplicity" in everything that it does.

The SAB will work with Philips for a period of twelve months and will meet quarterly. They will work with Philips on a number of projects. Andrea Ragnetti, Philips CMO, will be guiding the SAB through the next year and will be working hand in hand with each of the members. At the end of the year each member of the SAB will present their research and findings on their vision of simplicity and their recommendations on how Philips can better implement simplicity throughout the entire company