After being recognized as the Global Media Agency of the Year by Adweek in 2024, PHD faced one of its biggest challenges: 37 % of its client portfolio entered into review. Renowned companies such as Volkswagen Group, HP, Unilever, Sainsbury’s, Singapore Airlines and Vitasoy simultaneously began evaluation processes, which generated an unprecedented pressure on the agency.
“It is a level of risk that you normally do not experience in your career. Our role is to simplify the complexity of the industry and help brands prosper,” said Guy Marks, a global CEO of PHD Worldwide.
Despite the challenge, the agency managed to retain 85 % of the review businesses and positioned itself in the first place of the Comvergence new business ranking, consolidating its leadership. This resilience and innovation capacity allowed PHD to be awarded for the second consecutive year with the title of Global Media Agency of the year.
From agency to strategic partner
With both at play, PHD adjusted his approach to respond to the needs of his clients in a world of constant changes and launched Intelligence Connected (IC), a position based on three pillars: people, platforms and automation.
“We have worked on integrating capacities to optimize the impact of each strategy,” said Mark Holden, global PHD Worldwide strategy director.
As part of this vision, the agency created an experience planning discipline and ascended to Rohan also to global director of experiences. This strategy allowed to optimize investment return by connecting different previously isolated capabilities, achieving a unified approach to the consumer route.
A flexible and adaptable approach
For Mike Solomon, CEO of PHD USA, this transformation has allowed customers to balance their investments between brand and performance construction. Companies such as Priceline and Firehouse Sub found in this strategy an effective way to connect brand and demand.
Marie Lee, Vice President of Media and Digital Marketing of Princess Cruises, also highlighted the impact of PHD on the evolution of her strategy. “We go from an approach focused on conversion to an integral one that balances brand construction and performance,” he said.
Personalization has also been key in this strategy. PHD has developed tailored environments within the Omni Middle Group OMNi platform, allowing customers to access more efficient technology and data. “We can give our own seal to a solid base,” Marks said.
A year of retention and growth
The new PHD positioning demonstrated its value by retaining the global Volkswagen account, valued at more than 2 billion dollars. “We managed to orchestrate our capabilities to address the different brands of the group, from Skoda to Porsche,” said Susanne Grundmann, director of PHD EMEA.
The agency’s approach has evolved from a simple media planning to a comprehensive strategy that covers the deep understanding of its customers’ businesses. “The brands are looking for allies that understand their audiences and design long -term strategies,” Marks said.
In the United States, this philosophy has promoted organic growth with clients such as Restaurant Brands International, consolidating confidence in PHD.
Retain customers, retain talent
The success of PHD is also reflected in the stability of its team, with a retention rate of 75 % in 2024. The agency has strengthened its talent with initiatives such as Ascension, a leadership forum that educates on generative artificial intelligence and its impact on marketing.
Marks emphasizes that PHD’s vision does not focus on the distant future, but on what can be implemented today. “The best innovation occurs when we are close to customer problems,” he said.
With information from https://www.adweek.com/agencies/adweek-global-media-eguence-of-the-year-2025-phd/