Arla renews its confidence in PHD after review

The criteria used in the first review since the original appointment included team chemistry and competence, media strategy, planning and operation, coordination and service, as well as financial parameters.

The process also included a geographical expansion of the footprint to include parts of North Africa for the first time.

"PHD has proven its mettle across the board and demonstrated that the trust we have placed in the team over the past few years was truly deserved," stated Kristian Lerche Nielsen, regional marketing director of Arla Foods MEA.

"They've also shown they can keep this relationship as effective and exciting as it's always been. PHD is more than an agency, they are a valued business partner with which we are proud to be working."

"When you realize that PHD was formed following the win of the Arla account seven years ago, you quickly understand how significant this relationship is to us," Elda Choucair, general manager of PHD UAE, commented.

"The tremendous amount of work from our team has highlighted the passion we feel for this historic partnership. We've approached this review as an opportunity to demonstrate how far reaching this association can be. We want to keep deserving their trust in our ability to make the difference every day."

The MEA region is one of Arla's growth areas, in which the company focuses on investing in a sustainable platform for growth and the full roll-out of category leadership positions.