PHD launches brand unit

PHD launches brand unit

New PHD is setting up a brand planning team in an effort to place brand strategy at the heart of its offering to clients.

It is also looking to aggressively expand through acquisition into other new areas that will allow it to increase the range of services provided by the agency.

The five-strong team, headed by brand strategy director Tony Regan, will work to implement a culture of brand positioning across the agency, as well as working on specific brand building briefs for clients. The company is also actively recruiting in an effort to build up its brand planning resource.

The move will see New PHD encroaching on areas of business traditionally handled by brand consultancies, creative and public relations agencies and management consultants.

New PHD-owned creative communications shop Rocket has already announced its intention to work on a number of brand positioning tasks (see page 2) but Regan said that the scale of New PHD's commitment would take the idea into the mainstream. "It's about bringing that kind of thinking to the client base that we've got," he said. "This is a development that signals a structural change in the industry."

Regan joined New PHD earlier this year from Michaelides & Bednash and said that the industry needed to move away from thinking in terms of advertising based models and toward brand based models.

"The opportunity isn't in following the consumer around through advertising. The opportunity is in working out how brands can become part of the life of the consumer in fresh, stimulating ways," he said.

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