PHD has been appointed by Al-Futtaim to manage the media responsibilities of a large portfolio of brands following a four-way market review. The pitch, one of the largest in the MENA region in terms of scale in recent years, was the result of the diversified conglomerate’s decision to seek an alternative to the in-house model it has used until now. The group will now entrust the media communications briefs for its many businesses and brands with PHD to provide a fresh perspective and approach.
Among the criteria used in the decision was the demonstration of a solid understanding of Al-Futtaim’s different brands and the ability to provide comprehensive solutions to their needs and requirements. Thanks to the invaluable expertise gained on other accounts and its focus on innovation, PHD proved its grasp of emerging consumer behaviors and the future demand for Al-Futtaim’s businesses. Throughout the pitch process, the agency provided the most comprehensive solutions on how the conglomerate can leverage smart data and CRM to inform marketing decision-making and stimulate further business growth.
The appointment sees PHD gaining an entire agency portfolio of brands rather than a single account and led to a restructuring in order to create a dedicated unit for the new business. Though the appointment was made effective only on January 1, the agency has hit the ground running and already worked for some 30 brands. This latest win and the previous one, Dubai Parks and Resorts, join 15 other new accounts in 2015 that saw PHD grow by a stunning 94%.
“This is a particularly significant appointment for PHD and comes as we complete our first decade in operation,” stated Elda Choucair, managing director of PHD UAE. “It further demonstrates our ability to work with large businesses and secures our place in the major agency league. Though scale was never our goal, it does prove the relevance and appeal of our unique proposition to all types of advertisers, particularly those focused on long-term growth. We will continue to be true to our original proposition of a bespoke agency with digital at the core, as well as our ethos and promise of finding a better way for our clients and partners.”