Page 8 - The EDIT | Q2 2017

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EDITorial
Our Revolutionary Product
Curiosity isn’t the only thing helping our clients and people push ahead, so too is our product. As we forge ahead, our product, is becoming better and faster.
Our future product will
be anchored in better conversations; more real-time and data-driven, more objective, more business outcome- focussed, more consultative.
Chris Stephenson
The result? Strategies that provide our clients with more of what is actually working for them.
This is only possible, however, if our process is rooted in objectivity and empirical data. By backing up our strategies and creatives with data, we produce work with a higher ROI, whilst embedding our client’s media spends in trust and transparency — vital, considering a company’s media spend is often their biggest investment of the year.
As the media landscape changes, PHD will need to forge new product offerings in three key areas:
• We will need to move upstream and assist in the business decision making process, namely investment planning and ROI products.
• We will simultaneously need to move downstream and develop tools that integrate better with the execution of strategic communications planning.
• Finally, we will need to start owning the data we are leveraging, making us less reliant on third party data.
Expanding into these areas will require new skillsets, and above all, the curiosity to expand our knowledge into new and challenging areas.
A New Approach
As we evolve our product offerings at PHD, we will also need to forge a new approach to our clients’ businesses.
A new landscape will affect our value offerings to our clients; we can no longer deliver pure media
efficiency, but instead, must expand into driving brand saliency to deliver business growth. Kel Hook believes that those best poised to take advantage of this are our global clients.
Our global clients are best positioned to take advantage
of this evolution, through our proven ability to deliver elevated planning strategies via Source. Combining our marketing science led planning approach, investment planning, as well as integrated data strategies means we no longer measure what we do in terms of reach, frequency, or awareness, but instead, by
our ability to deliver ROI and business growth via e-commerce.
Kel Hook
As we venture forward, our learnings from our collaborations with our global clients will then be applied and refined for our local accounts
Another Day of Sun
As we deliver another edition of The EDIT, we are reminded of the diversity and talent surrounding
us every day as we work alongside fellow PHDers, something easily identifiable in the PHD APAC La La Land video. No other agency has people like ours. No other agency has thought leaders, or a culture encouraging imagination like ours. As we write The EDIT each quarter, we are humbled by what we see around us.
The EDIT is a fantastic thing
for PHD, as it provides a safe place for our people to open up their imagination... Imagination should have no limits.
Susana Tsui
THE EDIT ISSUE 06 | Q2 2017