The department will focus on a combination of online and offline direct-response activities combined with SEM, SEO and mobile.
Parsyar will report to Andrew Littlewood, PHD’s head of analytics and direct.
A press statement from PHD said that the aim of the team will be to maximise the return on investment for direct-response clients across any channel.
Parsyar will report to Andrew Littlewood, PHD’s head of analytics and direct.
A press statement from PHD said that the aim of the team will be to maximise the return on investment for direct-response clients across any channel.
Parsyar said: “Having a dedicated performance team allows us to focus on building a stronger foundation for data-led planning. PHD Performance will be a performance-led approach to communications driven by sophisticated analytics. It promises to be exciting and insightful.”
The team will also be include Alex Spurzem, the agency's head of search.
Parsyar and the team will work across the following clients: Real Insurance, Aussie Insurance, Cengage Education, Fitness First and The Smith Family.
“The merging of traditional direct-response skills and the online skillset is essential as we move forward. Ali has the perfect balance of analytical approach and excellent marketing intuition,” said Littlewood.
In May, PHD Australia appointed Chris Stephenson from Vizeum UK as strategy director.
