PHD has promoted two of its leading executives in the Middle East, as the Omnicom Media Group network gears up for geographical expansion in the MENA region.
Elda Choucair (biography), managing director of PHD UAE, has stepped up to the role of CEO of PHD MENA.
Filling in her shoes is Luca Allam, former general manager of PHD Dubai, who will now oversee the company’s Dubai and Abu Dhabi offices in his new role.
This move comes as part of Omnicom Media Group’s (OMG) plans of geographical expansion across the Middle East, and particularly PHD’s plans to launch operations in two new countries.
Choucair has been with the group since almost 11 years, of which eight were at PHD.
She has played a key role in the growth of the agency doubling its staff and billings in 2015 as well as winning key accounts, including Al Futtaim, dXb Entertainments and SC Johnson.
Allam is also an OMG veteran, who started with OMG UK in 2009 and moved shortly after to Dubai to head the digital team at PHD UAE. Since then he has grown through the ranks – first, as group director and then general manager – while also growing the agency.
“In Elda’s and Luca’s hands, PHD has gone from strength to strength. The talent they’ve attracted and nurtured, the vision that has guided them and the energy they’ve deployed have made PHD the success story it is today,” says Elie Khouri (biography), CEO of OMG MENA, in a press statement. “I have no doubt that they will find in their new roles even more opportunities to stimulate further growth.”
The promotions are effective from September 1.