Following a recently concluded four-way review, Mashreq has moved its media account to media agency PHD, part of Omnicom Media Group.

“PHD demonstrated excellence in strategic planning and a radically new approach to data to drive effectiveness,” said Ambar Brahmachary, SVP Head of Marketing & Customer Experience at Mashreq. “What PHD’s team brought to us is a transformative approach to our communication planning, with a sense of duty and passion that was refreshing and compelling.”

This win is the latest in a series of recent new business acquisitions for the media network, following the introduction of PHD’s new operating system, Source.

The appointment is effective from January 1^st, 2014.