PHD: We're opening in Melbourne

By By David Blight | 30 January 2012
 
Tourism Victoria "Play Melbourne" campaign by Publicis Mojo.

Omnicom-owned media agency PHD is set to launch a Melbourne office, after adding the Tourism Victoria planning account to its ANZ Bank win.

The office will initially house three main clients, ANZ Bank, Porsche and Tourism Victoria. The agency recently won planning for Tourism Victoria, alongside Clemenger BBDO. PHD had pitched alongside Clemenger BBDO Melbourne, who won creative last year.

According to PHD Sydney managing director Toby Hack, the win is not attached to the Victorian Government master media account.

Tourism Victoria's media buying account sits within the Victorian Government's master media account, which is primarily handled by Mitchell & Partners. The media buying account is currently under review.

PHD won the highly coveted account ANZ Banking Group media account, which covers Australia, New Zealand and Asia, from incumbent Mitchell & Partners, earlier in January. The account is worth over $60 million globally.

The global review and appointment of PHD fits within ANZ Bank's plans of moving away from country-based or regional units and towards a consolidated entity with unified brand positioning.

Hack told AdNews: "The ANZ win is an affirmation of the agency's work over the last year, and will speed the conversations we have been having around the Melbourne office, which have been happening for some time now."

PHD is currently searching for a general manager for its Melbourne office, which will initially house about 15 staff.

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