Magazine article Marketing

Marketing Agency of the Year 2012: Media Agency of the Year - PHD

Magazine article Marketing

Marketing Agency of the Year 2012: Media Agency of the Year - PHD

Article excerpt

Marking a trio of back-to-back wins in this category, the agency has produced a plethora of inspired work, underpinned by an unstinting commitment to investing in staff, writes Nicola Kemp.

Showing no sign of losing momentum, PHD has scooped the Media Agency of the Year award for the third consecutive time.

The judges praised the impact of its campaigns across a wide range of clients. In a period when many businesses are using the recession as a reason to cut spending and corners, PHD's investment in its business strategy - the 'human touch' - shone through.

While competitors wax lyrical to (often bored) marketers about the revolutions in trading desks, PHD has embraced a far more human approach.

The agency believes that successful campaigns come only from the ability to deliver upon a human insight, changing or reinforcing people's behaviour.

The judges felt that this approach 'not only makes PHD a great place to work, but has contributed to tremendous growth in a very tough market'.

The agency had a strong year in terms of new business; with a 60% conversion rate and pounds 30.2m of pitch wins, including the pounds 18m Sony mobile account.

PHD is also continuing to raise its profile and expertise as a strategy shop. Notably, clients have praised the agency for its non-partisan line. According to PHD, its 'human touch' approach is as applicable to 'our agency roster relationships as it is to any other and we approach our agency partners with the same empathy and respect that we give our staff and our clients'.

There is no doubt the agency is now established as a thought leader in the industry and benefits from a stable senior management team. The average length of service of a PHD board member is 7.4 years and the agency is renowned within the industry for promoting and rewarding talent within its business; 17% of the workforce has been promoted within the past year. …

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