Biopharmaceutical company Menarini Asia-Pacific has appointed PHD as its media agency across the region, following a competitive pitch that began in June 2025.
The appointment expands PHD’s remit to cover seven new markets: India, Malaysia, Indonesia, Thailand, Taiwan, Vietnam, and Korea. This consolidates the agency's existing partnership with Menarini in Australia, New Zealand, Hong Kong, and the Philippines. PHD will oversee integration and efficiency through a unified regional strategy, effective 1 January 2026. The appointment has been structured as a two-year partnership, with an option for extension.
PHD’s regional hub in Singapore, under the leadership of business director Rahul Mehndiratta, will spearhead regional campaigns, strategy, and governance. The account will be powered by Omni, Omnicom Media Group’s AI-driven marketing orchestration platform that supports media investment and performance measurement.
Account billings are estimated at $20 million across the region, Campaign Asia-Pacific understands.
Eileen Ooi, president of PHD Asia-Pacific, said the win reflects the strength of the network in delivering innovation and cultural insight through its ‘Intelligence. Connected vision. “Like Menarini, we are committed to making a difference in consumers’ lives while driving growth for our clients’ businesses,” she said.
Eugenia Yuen, regional head of commercial and marketing for consumer health at Menarini Asia-Pacific, added that the consolidation supports the company’s growth ambitions across the region. She said: “As our consumer health portfolio continues to expand, we needed a media model that delivers greater efficiency, clearer decision-making, and stronger regional visibility without compromising local relevance."
The appointment follows PHD’s recent global media AOR win for Mandai Wildlife Group, effective January 2026. The remit covers integration strategy across seven markets. In 2025, PHD expanded its portfolio, winning the StarHub media account in Singapore on a two-year tenure.
Source: Campaign Asia-Pacific
