PHD’s spectacular growth, illustrated by several high profile account wins and the Media Agency of the Year title in 2015, has led to the promotion of both its UAE managing director and general manager in Dubai. This comes at a time when the Omnicom Media Group network gears up for geographical expansion in the Middle East.
As the agency prepares to launch operations in two countries, Choucair’s new role of CEO for PHD MENA will be to replicate her performance across existing and new offices, adding this new scope to her UAE responsibilities. In 2015, PHD doubled in size, both in terms of billings and staff. Over the last eight years, she has worked tirelessly to propel PHD to the forefront of the industry, secured many account wins and transformed the agency’s product and culture, placing digital data at the heart of its operation.
Allam is another architect of PHD’s success. As managing director for the UAE, he will now oversee the agency’s offices in both Dubai and Abu Dhabi. He joined PHD from the UK in 2010 to lead its digital team. His performance and talent were recognized with promotions to, first, group director and, later, general manager. Allam has enhanced the company culture and successfully led its drive to make PHD the choice of digitally-focused companies and brands.
“In Elda’s and Luca’s hands, PHD has gone from strength to strength. The talent they’ve attracted and nurtured, the vision that has guided them and the energy they’ve deployed have made PHD the success story it is today,” stated Elie Khouri, CEO of Omnicom Media Group MENA, the holding company of PHD. “I have no doubt that they will find in their new roles even more opportunities to stimulate further growth.”
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