Staff Reporters
Mar 31, 2020

How did challenger agency PHD face up to its own challenges?

AGENCY REPORT CARD: See PHD's overall grade and our detailed report breaking down its 2019 performance in terms of leadership, creativity, innovation, business growth, and people/diversity initiatives.

How did challenger agency PHD face up to its own challenges?

PHD insists that they run against the grain, “waging a war against incrementality” in an industry preoccupied with efficiencies instead of pure effectiveness. The agency excels at effective media planning and added to its technology toolkit this year to help it do so.

The agency also leaned on its big global thought-leadership study, Overthrow II to recruit and inspire agency talent. It didn't hurt PHD's drive to win more clients either, though big global wins were offset by losses as well in an up and down year. 

How did PHD respond to the challenges it faced in APAC in 2019?

Check out PHD's Agency Report Card now to see:

  • The agency's overall grade for 2019
     
  • Grades and detailed discussion of performance across five categories:
     
  • Leadership: A qualitative assessment of leadership performance, key regional decisions, management stability and contributions to industry by agency leaders.
  • Creativity: Compelling and effective campaign work, judged qualitatively. Regional and global awards recognition is included, with higher weighting given to wins at major shows. Work demonstrative of high effectiveness for clients is also considered.
  • Innovation: A qualitative assessment of Asia-based initiatives and innovations based on their improvements to the agency, people, clients and industry.
  • Business growth: Assessed by the value of accounts won and lost in 2019, as calculated by the agencies and R3’s New Business League, published in Campaign Asia-Pacific, along with recognition of new project work and organic growth through retained clients. 
  • People and diversity: Agency efforts to attract, retain and develop a high calibre of talent with a commitment to staff diversity and wellbeing are examined qualitatively.
     
  • The grade the agency gave itself, and why
     
  • How the agency performed versus its 2018 scores
     
  • The agency's self-declared areas of specialisation.

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