PHD Worldwide — Growing up, going global



PHD Media


Adam Morgan

What we did:

— Identity

— Positioning

— Strategy

PHD was launched in 1990 as the first planning-led media agency in the UK. Today, with 6,000 people in over 100 offices globally, they deliver media planning and buying across all online and offline media. They came to us because, despite experiencing rapid growth in many of their global markets, they didn’t have a uniform positioning or culture globally. The leadership’s concern was that behind reception, PHD looked like any other media agency. They wanted a clear and compelling positioning that would make them stand out in a sea of media agency sameness and be championed across their entire organisation.

A clear positioning

We worked closely with PHD’s senior management from regions across the world to deliver a new and powerful global positioning the entire organisation could align itself around. Together, we created a brand identity that would be an evolution of from their original position and reflect their founding principles of thought-leadership, creativity and innovation. PHD’s philosophy became ‘Finding a better way’ — a point of view that would energise the organisation to continuously challenge and evolve industry standards.

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Clarity brings benefits

PHD quickly enjoyed success as a result of having a clear direction to follow and having that positioning adopted uniformly across the world. It was named Adweek’s Agency of the Year 2013 and won The Grand Prix, seven gold and three bronze at the 2014 Media Week Awards. Its high profile clients include Hewlett-Packard, HSBC, The Guardian and The Volkswagen Group.

Getting your senior management to engage in an eatbigfish process will help you uncover riches within the organisation you didn’t know you had and an awful lot of exciting opportunities too.
— Mike Cooper, Group CEO (APAC and EMEA), Omnicom Media Group
It’s having real clarity of positioning and religiously sticking to that which just brings you all kinds of benefits
— Mike Cooper, Group CEO (APAC and EMEA), Omnicom Media Group