Al-Futtaim has appointed PHD to manage the media responsibilities of a large portfolio of brands following a four-way review. The pitch, claimed to be one of the largest in the region in terms of scale in recent years, took place after the diversified conglomerate decided to seek an alternative to the in-house model it had in place.
The appointment sees PHD gaining a large portfolio of brands. Following this, the agency has restructured in order to create a dedicated unit for the new business. Though the appointment was made effective only on January 1, the agency has already worked for 30 plus brands from the Group.
“This is a particularly significant appointment for PHD and comes as we complete our first decade in operation. 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,” commented Elda Choucair, MD, PHD UAE.
