PHD UAE has been appointed by Al-Futtaim to manage the media responsibilities of a large portfolio of its brands following a four-way market review. The pitch was the result of the diversified conglomerate’s decision to seek an alternative to the in-house model it has used until now. PHD will now handle the media communications briefs for its many businesses and brands to provide a fresh perspective and approach. The appointment means that PHD has gained an entire agency portfolio of brands and the agency has had a restructure in order to create a dedicated unit for the new business.
“This is a particularly significant appointment for PHD and comes as we complete our first decade in operation in the Middle East,” says Elda Choucair, Managing Director, 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.”