On the 19th of December, following a recently concluded four-way review, Mashreq Bank moved its media account to PHD Dubai (Omnicom Media Group). The review was designed to identify the best strategic partner to support the Bank with international best practice in media communications. Mashreq wanted to see a more direct link between media investments and business performance and it looked for an agency able to provide data analysis and management as well as strategic planning.
“PHD demonstrated excellence in strategic planning and a radically new approach to data to drive effectiveness,” said Ambar Brahmachary, SVP Head of Marketing & Customer Experience at Mashreq. “What PHD’s team brought to us is a transformative approach to our communication planning, with a sense of duty and passion that was refreshing and compelling.”
This prestigious win is the latest in a series of recent new business acquisitions for the media network and caps what was a busy year all round, following the introduction of PHD’s new operating system, Source.
“We knew from the beginning we could deliver what Mashreq needed,” added Elda Choucair, Managing Director of PHD UAE. “In our lines of business, we both rely heavily on timely and accurate data and that makes all the difference in terms of performance. With Source, we’ve been able to define tailored blueprints for all aspects of Mashreq’s communications.”
The appointment is effective from January 1st, 2014.