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PHD Media: Driving Excellence through Thought Leadership

 Background
PHD is a division of Omnicom Group Inc, the world’s largest marketing communications company. Omnicom is a strategic holding company providing the entire range of marketing and communications services at a global level. The group was formed in 1986 and incorporates three advertising agency networks – BBDO, DDB and TBWA, as well as Omnicom Media Group which includes PHD and OMD.  PHD Media has 74 offices in 64 countries including Johannesburg, Nairobi, Lagos and Ghana 
PHD Nigeria Limited was established in 2010 with 3 clients and it’s steadily growing it clients and billing from 3 to 13 while the billing hovers around the N1.5billion mark.  
 
Unique Features
“PHD was founded in order to deploy thought leadership in the area of media management. It is not meant to be a large firm, but in terms of output, quality of service and drive for excellence,  it does not only satisfy the client but ensures that the client is delighted” says Bayo Adisa, Managing Director, PHD Media, Nigeria.
PHD is structured and resourced to provide research based, technology enabled strategic media planning using the All Media and Products Survey (AMPS), TAMS & RAMS delivered through industry standard – MediaStar®. It also delivers pre–campaign media forecasts and post campaign media evaluation to clients.
 
Proprietary Tools
PHD's revolutionary service is enhanced through the use of its proprietary planning software known as SOURCE. It delivers scientific media strategies and plans.
Source, a new global planning system Proprietary Planning Tool Bespoke to PHD, guarantees best value buys to the full benefit of roster clients. To remove all doubts, auditors appointed by the clients monitored monitor all clients’ campaigns while media documents such as  media owners’ Certificate of broadcasts with auditor’s report are made are presented to the clients. 
 
Expatiating further on SOURCE, Mr. Adisa says, “It is designed to be a “living, breathing” environment because source functions as a live collaboration engine. It guarantees most effective and efficient media plans driven by data and technology”.
Some of the sterling qualities of SOURCE are that it operates like an operating system such that it collaborates and creates new campaigns planning across multi-markets. It also builds insight with real time plug-ins to social media research panels and global research companies such as Euromonitors, nVISION, WARC and MINTEL. The tool helps to optimize the brand’s campaign investments across all channels. 
 
The result of these include Huge savings on media spend as negotiated discounts, commissions and waivers beyond the rate card are passed back to client.
 
Similarly, there are high compliance ratings which ensure media objectives are readily met and waste reduced to the barest minimum (90% is benchmark) just as the agency monitors, captures and reports to its clients competitive media advertising campaigns in its monthly and quarterly reports to clients.  
 
“We have been able to take compliance and control to another level. Our clients attest to this. We have been able to develop mechanism that is bullish in ensuring that our partners comply with set rules and conditions of our terms of engaging them. Performance of the agency oftentimes will be based on the quality of the control in ensuring compliance”.
 
Clientele:
The agency’s list of growing clientele features brands such as Twinning, Lacasera, OLAM, SC Johnsons,Kalbe, Dabur, Loreal, Nutrifood and DISTELL among others. 
 
Key Officials include:
Bayo Adisa (MD, CEO)
Mr. Adisa has garnered over 20 years career experience in sales, marketing, educational training & advisory services, business & management consulting and marketing communications. This spanned managing local and  multi-national brands which include Nokia, Guinness, Nestle, Friesland Campina, Bank PHB, Johnny Walker, Virgin Nigeria, Ecobank, Twinings Ovaltine, La Casera, SC Johnson, Kalbe, Distell.
 
Dozie Okafor (Head, Media Planning & Strategy)
With 10years experience, he parades deep & extensive multinational brand management experience across West Africa. Dozie is adept in media planning, research analyses and data Interpretation in achieving benchmarks & deliverables. He has acquired cross market/ regional experience on brands like:  Standard Chartered Bank/ Promasidor/ Guinness/ Vodafone/ GlaxoSmithKline, Twinings Ovaltine, La Casera, L’Oreal and Kalbe. He previously worked with mediaReachOMD  Nigeria  and Ghana
 
Olaseni Okedara (Head, Media Buying and Control) 
A consummate negotiator with a strict bent for media compliance, Olaseni parades over 12yrs experience in media buying. He has robust engagements and extensive network with suppliers across media houses and platforms. He has been privileged to work on brands like; Coca-Cola, Heineken, Procter & Gamble, Nestle and Samsung; and reputable media specialist agencies such as Universal McCann, Share Mind and Starcom Media Vest.
 
Contact Details
18D, Isaac John Street
GRA, Ikeja, Lagos Nigeria
 
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