22 March 2016
New role is part of the integration of specialist disciplines within the agency

Dubai - As part of a reorganization of its operations designed to meet its clients' evolving needs, PHD UAE has created a new role focused solely on harnessing digital data. The Omnicom Media Group MENA agency has appointed David Barnes, who brings six years of digital performance experience gained at a media agency in London, as its first associate director of digital data.

PHD has also integrated several specialist disciplines, previously housed in Omnicom Media Group MENA units, into its account teams. Together with this strengthening of its marketing technology agenda, the new structure is designed to provide a more cohesive service offering, reflecting PHD's commitment to 'finding a better way'.

Barnes' remit is to lead PHD's Technology Solutions team to help clients design and enhance their data strategies through consultation and educational initiatives to build marketing technology platforms. He will also enhance the agency's programmatic offering, leading the implementation and operations of the practice for clients while unlocking the power of their first and third-party data sources. As such, Barnes will be part of a new global community within the PHD network, reporting into Ben Samuel, recently appointed as marketing technology director for PHD Worldwide.

 "As the marketing technology and ad technology space becomes both exciting and complex, my mission is to guide PHD's clients towards effectiveness," explained Barnes. "Ultimately, PHD has to be as skilled in consulting on our clients' technology needs as we are at managing their media investments."

"In today's world, brands are focused on improving the performance of their marketing investments by using ever-larger quantities of data in a number of new ways," commented Elda Choucair, managing director of PHD UAE. "As a pioneer within the digital space, PHD has long been extracting the invaluable insights that data intelligence provides to guide the planning of clients' activities. In this new role, David will elevate the data agenda for our clients now and deliver the comprehensive knowledge and education they need to benefit from the full potential of marketing technology platforms."


About PHD:
PHD is known globally as an innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media. Founded in London in 1990 as the first planning-led media agency, PHD is built on a culture of thought leadership, innovation and creativity, with a philosophy of "Finding a Better Way".  PHD is one of the world's fastest growing and most awarded media and communication agencies, with over 3,000 staff working in over 80 offices worldwide. In 2015, PHD was named 'Media Network of the Year' by Campaign magazine both globally and in MENA.

In the Middle East, it first opened in Dubai in 2006, creating a team for Abu Dhabi in 2008 and opening an office in Riyadh in 2010. Not only has its philosophy of "Finding a Better Way" proved effective for its clients, which include Al Futtaim, Ferrero, Arla, Bentley, National Food Products Company, Unilever, Pizza Hut, Mashreq Bank, Porsche and SC Johnson, it has also contributed to PHD being named a Great Place to Work in the UAE four years in a row, ranking third in both 2014 and 2015. Along with the rest of the Omnicom Media Group MENA, PHD's sustainability practices are being reported in accordance with the GRI G4 Guidelines and the accuracy of its GRI G4 Content Index has been confirmed by the Global Reporting Initiative (GRI).

PHD is part of the Omnicom Media Group, a division of Omnicom Group Inc. (NYSE: OMC).


Ms Rachel Maher                                                     
Marketing Director, PHD UAE
T: +971 4 457 4507
E: rachel.maher@phdmedia.com

© Press Release 2016