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Luca Allam will oversee the strategic direction of PHD MENA operations across UAE, Lebanon, KSA and Egypt.

Omnicom Media Group MENA has appointed Luca Allam as its new Chief Executive Officer for the award-winning agency, PHD, effective as of February 1, 2021. Most recently, Allam held the role of Managing Director for PHD UAE and was responsible for business growth and further developing the strategic product. In his new regional role, he will continue to be based in the United Arab Emirates, reporting to Elda Choucair, Chief Operating Officer for OMG MENA.

Luca joined PHD over ten years ago when he moved from OMD International, London to Dubai as Head of Digital; since then, he has been an essential part of PHD’s success. He has led an aggressive new business streak and contributed to multiple significant award wins including The Most Effective Media Agency award at the MENA Effies in 2019.

His unwavering commitment to position PHD as the foremost strategic-thinking agency, his drive to developing talent and his devotion to shaping and protecting the agency’s tight-knit culture has helped him build PHD to become a powerful brand and formidable player in the region. Under his leadership, there is no doubt that the PHD network will continue to grow, whilst retaining a commitment to accelerating PHD’s unique strategic product development across markets.

“Luca has a progressive vision for the evolution of the agency and we look forward to seeing how he continues to push PHD to new heights and further its proud history of growth and success,” as stated by Elda Choucair, COO of OMG MENA.

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