PHD UAE is to take over the media brief for Al-Futtaim following one of the Middle East and North Africa region’s biggest media wins.
The Omnicom Media Group- owned agency will manage media planning and buying for the United Arab Emirates conglomerate’s large network of businesses after competing in a four-way pitch last year.
Previously the media account was overseen by the company’s in-house agency Gmasco Al Futtaim and it is unknown how many of the agency’s 180 staff will be affected by the outsourcing.
Gmasco, which includes the company Gulf Marketing Research, is also responsible for creative and public relations, which are understood to be remaining in-house.
Founded more than 70 years ago, Al Futtaim Group has businesses in real estate, retail and engineering and manages a number of international brands in the region including Toyota, IKEA, Marks & Spencer’s and IBM.
Owing to the size of the brief, this latest win will see PHD creating a new unit dedicated solely to managing the Al Futtaim account.
The agency will undergo further restructuring to accommodate 15 new accounts won in 2015 including most recently Dubai Parks and
Resorts. Following these latest wins, PHD has grown by 94 per cent over the last year and was named ‘Media Agency of the Year’ by Campaign’s December Annual.
“This is a particularly significant appointment for PHD and comes as we complete our first decade in operation,” said Elda Choucair, managing director of 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.”
