Mashreq moves its media account to PHD

Media agency ends the year on a new business high

Dubai, December 22, 2013: Following a recently concluded four-way review, Mashreq has moved its media account to PHD, part of Omnicom Media Group. The review was designed to identify the best strategic partner to support the Bank with international best practice in media communications.

Of particular importance, Mashreq wanted to see a more direct link between media investments and business performance. Hence, it looked for an agency able to provide data analysis and management as well as strategic planning.

“PHD demonstrated excellence in strategic planning and a radically new approach to data to drive effectiveness,” said Ambar Brahmachary, SVP Head of Marketing & Customer Experience at Mashreq. “What PHD’s team brought to us is a transformative approach to our communication planning, with a sense of duty and passion that was refreshing and compelling.”

This prestigious win is the latest in a series of recent new business acquisitions for the media network and caps what was a busy year all round, following the introduction of PHD’s new operating system, Source.

“We knew from the beginning we could deliver what Mashreq needed,” added Elda Choucair, Managing Director of PHD UAE. “In our lines of business, we both rely heavily on timely and accurate data and that makes all the difference in terms of performance. With Source, we’ve been able to define tailored blueprints for all aspects of Mashreq’s communications.”

The appointment is effective from January 1st, 2014.

About PHD:
PHD is part of the Omnicom Media Group (www.omnicommediagroup.com), the media division of Omnicom Group Inc (NYSE: OMC). Founded in London in 1990 as the first planning-led media agency, PHD is a proven innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media. PHD is a global network with over 2,500 employees in more than 60 countries and is built on a culture of thought leadership, creativity and innovation. In the Middle East, it first opened in Dubai in 2005, adding a team for Abu Dhabi in 2008 and an office in Riyadh in 2010. At the end of 2012, PHD was awarded 20 ‘Agency of the Year’ accolades including Adweek’s ‘Global Media Agency of the Year’ and continues to deliver on its philosophy of “Finding a Better Way” for its clients, which include Arla, Porsche, Bentley, SC Johnson and Hyatt.

www.phdnetwork.com