PHD Bags Marketing Edge Young Media Buying Agency of the Year
A division of Omnicom Group Inc, PHD has bagged the Marketing Edge media buying agency of the year. The report by the Marketing Edge in its last award edition showed how the strategic holding company that has been providing the entire range of marketing and communications services at a global level and the world’s largest marketing communications company emerged the best among its contenders.
PDD was formed in 1986 and incorporates three advertising agency networks – BBDO, DDB & TBWA, as well as Omnicom Media Group which includes PHD & OMD.
The company has 74 offices in 64 countries with 2500 staff.
PHD Nigeria Limited is a Member of the global network of media services firms within the Omnicom Group (the largest marketing communications group with offices in Johannesburg, Cape Town, Nairobi, Lagos and Ghana. The agency has been growing since launch in 2010 to a billing of N950m, managing 19 clients accounts by 2014 end.
The agency is structured and resourced to provide deep research and insights planning buying and control, strategy and planning, Buying and control functions providing insight driven and technology enabled media strategy and plans. The agency uses its unique All Media and Products Survey (AMPS), TAMS & RAMS delivered through industry standard – MediaStar® and other proprietary technologies. It also delivers pre–campaign media forecasts & post campaign media evaluation and Add-on proprietary planning software to deliver scientific media strategies and plans across all media types thereby lowering media costs by driving hard savings and added value.
PHD prides itself with highly efficient media operation that promotes transparency & accountability driven by third party monitoring and verification of media owners certificates of broadcasts.
Leading the inspired team of professionals at PHD is Bayo Adisa, who has garnered over 20 years career experience in sales, marketing, educational training & advisory services, business & management consulting and marketing communications. This spanned managing local and multi-national brands which include Nokia, Guinness, Nestle, Friesland Campina, Bank PHB, Johnny Walker, Virgin Nigeria, Ecobank, Twinings Ovaltine, La Casera, SC Johnson, Kalbe, Distell.
Clients in Nigeria are now becoming more discerning, playing in globalised market with changing tastes and preferences, and Adisa believes that clients “are looking at it that the whole idea of owning a media agency goes beyond urgent efficiency: your ability to stretch your budget, get discount, get repay, concession that would enable the client’s budget to deliver more on value. You have to be able to profile the client’s target audience which enables one to define their psychographics and demographics.
“The understanding of these entire put together would determine the effectiveness of your planning. When you are able to match efficient planning with budget efficiency, then you become the toast of your client.”
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