PHD announces new management in Dubai

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The move comes after one year of rapid growth for the agency.

Elda Choucair has been named as the new General Manager for PHD's Dubai office. She has been with Omnicom Media Group for close to three years. As Group Director at OMD, she has been handling some of the agency's highest profile accounts, including du and Dubai Holding. Choucair has over 10 years of media experience, gained both in Dubai and Jordan. Her mission is to work closely with PHD's teams to consolidate the business in Dubai and strengthen its position in the market.

Choucair comes at a time when PHD is on a roll, with the agency almost doubling in size since the beginning of the year thanks to the team's hard work. This was achieved with the strengthening of the Dubai portfolio, through local and international wins, but also thanks to an impressive new business success in Abu Dhabi. PHD also witnessed a solid organic growth from existing clients.

Elie Khouri, Regional Managing Director of Omnicom Media Group, commented:

'The time has come to harness the growth we've seen in the UAE and capitalize on the excellent results of the past few months. There has been a great deal of fantastic work at PHD and the team is a powerful asset that will help Elda hit the ground running. Not only is she a people person, she also brings with her solid technical skills and a strong business sense. With Elda's positive energy to drive it forward, PHD's team will be unstoppable.'

From her side, Choucair explained:

'Having heard a great deal about PHD's Pioneering spirit, I am very eager to be a part of it and contribute to further developing the agency. It's an exciting challenge that I am very eager to embrace. I must thank my current colleagues and clients for the excellent partnerships we've established over the last few years and I certainly look forward to creating equally strong ones at PHD.'

Choucair will work closely with Elie Khouri to develop and activate PHD's plans for the coming years. This comes at a time when the global PHD network is also forging ahead with a renewed energy under the stewardship of Mike Cooper, worldwide CEO. Recent openings have taken place in Australia, Belgium, Italy and Switzerland, as well as several Latin American countries.

'PHD hasn't lived up to its Pioneering positioning by standing still,' Khouri added. 'Our ambition is to be the agency of choice, the destination brand, for clients who want to capitalize on the changing world around us. Like them, we can and want to go beyond the obvious. We are working on a few developments that will illustrate what Pioneering means today, including an enhanced version of our planning framework ETNA.'

Following its string of new business wins earlier in the year, PHD will also witness geographical expansion in the coming months, adding further reach to its fast growing global network.

The appointment is effective immediately.