Omnicom maps PHD regional roll out

Omnicom has initiated an aggressive roll out of its PHD media brand in Asia-Pacific, opening offices in key Southeast Asian markets, Shanghai and New Zealand this week. <BR><BR> According to Omnicom Media Group's Asia-Pacific chief Mike Cooper (pictured), a regional MD will be named early next year "from within the PHD" London set-up to lead the new Asia-Pacific operation. He noted that, in Asia, PHD would replace Omnicom's MediaWise offering. <BR><BR> David Pattison, worldwide CEO and founder of PHD, added: "PHD started in a different place to the market. It puts planning, strategy and ideas at the centre. The rest of the market comes from a buying position." <BR><BR> The planning-led media subsidiary opened its first Asian office in Hong Kong earlier this year on the back of MediaWise's operation and a sizeable business win from Hutchison Global Communications.