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PHD refreshes brand identity

Global agency PHD, part of Omnicom Media Group, has revealed a new mark and refreshed brand identity to reflect its philosophy Make the Leap,  a call to action for leveraging the power of imagination to drive growth for clients.

The updated brand identity, created in collaboration with independent design director Cosmo Jameson, has been designed with digital, motion and audio capabilities in mind.

At the core are visual assets that represent PHD’s values of Creativity, Courage, Openness, Collaboration, and Curiosity. 

Cosmo Jameson: “The brief was to capture the imaginative leaps and it’s the visual theme of duality, along with ‘the leap’, that drives an ownable visual language throughout the identity, defining brand imagery and film but most noticeable in the brand mark which has been recrafted as an ambigram.

“The mark has been designed to harness a sense of kinetic energy. Its rotational symmetry allows it to demonstrate its ambigram qualities in motion but in static, its form somewhat suggests it’s about to spring into action at any moment.” 

Philippa Brown, Worldwide CEO: “For over 30 years, PHD has put creativity, innovation, and thought leadership at the heart of the business. Creativity and the power of imagination are what fuel our industry and we believe that only by making imaginative leaps in creativity can we best help our clients flourish and, therefore, leap forward commercially. The evolution of our identity brings this idea to life, with a contemporary and dynamic mark that positions us for the future.”

Mark Holden, Worldwide Chief Strategy Officer: “In the modern world, advancements in data and technology have enabled marketers to improve how they target and measure their campaigns. However, while this is hugely important, at PHD, we know that every great campaign starts with a great creative idea. That’s why our new identity focuses on creativity above all else – because it’s the power of imagination that drives disproportionate growth, not just reports and spreadsheets.”

Avril Canavan, Worldwide Chief Marketing Officer at PHD: “Our new identity is strategically designed with digital and motion in mind to reflect how we work today as well as being a symbol of our ethos. The brand mark is dynamic and flexible, capable of making a physical leap itself to trigger imagery or film and reveal a world reimagined.”

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Phd is adweek’s global media agency of the year, with a new global ceo, $775 million in new business and an evolving internal philosophy, the omnicom agency is on the rise.

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PHD is on a mission to understand the future generation of marketing, one that will be completely reshaped by technology. For the past decade, it has been ahead of the game when it comes to focusing on the potential of artificial intelligence and machine learning to drive marketing transformation.

That’s in part because it’s stuck close to parent company Omnicom Media Group (OMG), allowing PHD to grow its tech offerings at scale. In 2018, OMG introduced a centralized platform, Omni, that helps its agencies and clients create, plan and execute ad campaigns using data.

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This story first appeared in the Feb. 20, 2024, issue of Adweek magazine. Click here to subscribe.

Stephen Lepitak

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Stephen is Adweek's Europe bureau chief based in Glasgow.

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Welcome to PHD. We launched as the first planning-led media agency in the UK in 1990 and today we have over 4,000 people in over 80 offices worldwide.

Our agency has been built on a culture of smart strategic thinking, creativity and innovation that delivers effective solutions for the business needs of our diverse client base of local, national and international clients.

Driven by our philosophy of ‘finding a better way’, we are renowned for being one of the most forward-thinking media agencies, by challenging convention and breaking new ground in communications thinking.

PHD is today one of the most acclaimed media and communication agency networks. We were named Media Network of the Year 2016 & 2015 by Campaign magazine, Global Media Agency of the Year 2016 by AdWeek and Media Network of the Year 2016 by Cristal Festival. Our offices around the world are recognised too – from our founding office in the UK being named a Sunday Times ‘Best Company to work for’ for the past 3 years, through to over 50 Agency of the Year awards across the network in the same period.

The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC)

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PHD was launched as the first planning-led media agency in the UK.

In 2016 we are still renowned for being the UK's most forward-thinking media agency; we challenge convention, break new ground in communications thinking and ultimately look to find a better way in everything we do.

We are the first media agency to have been awarded three D&AD pencils and to have won back-to-back Cannes Lions over two years. We were named 'Network of the Year' at the 2015 Campaign Media Awards. Most recently we were named Agency of the Year 2016 by both Media Week and Marketing Week.

PHD London was the founding office which is now part of an 80+ office global network, home of PHD's worldwide management team and part of Omnicom Media Group. Our planning-centric approach, coupled with the buying power we offer through Omnicom Media Group’s centralised negotiation point OPera, has attracted a diverse client list

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Tomsk State University (TSU) is the largest classical university in the Asian part of Russia and the acknowledged centre of science, education, and innovation. It was founded by the decree of Emperor Alexander II as Imperial Tomsk University on the 28th of May, 1878.

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