This story was first published on Digital Market Asia.

PHD APAC’s CEO, Susana Tsui, talks about the agency’s transition from building reputation to driving growth and how the agency’s 25th anniversary marks a milestone.

From upping its energy into building the brand, PHD APAC’s big focus in 2015 is of driving business growth. The year that also marks the 25th anniversary of the agency globally, is critical for PHD Asia Pacific as it looks to monetise the reputation that it earned in 2014, and live its promise of being the agency of the future. While it is only eight years now that PHD APAC been a brand of traction in Asia, the 25-year milestone has implications for the region too.

“It is a major milestone for the network but for us, it is important. We have seen the agency really take off in the last few years and we cannot call ourselves a start-up any longer. When I first started, it was about building the product and re-ogranising ourselves for future proofing, which has a whole different meaning for an agency like us than it would for an older agency,” observed Susana Tsui, PHD APAC’s CEO.

According to Susana, PHD APAC’s young age ‘requires’ it to be ‘the future agency’. “Because we don’t have the size or the legacy, which has its upside, we could jump right in and become the agency of the future. One of the key things is to infuse digital inside the agency. We do not have digital teams that are typical to agencies that are catching up and still living by old set ups. Our teams are built with digital components across, which is in line with new client demand for true integration,” she explained.

PHD Asia’s digital focus can also be seen in its hiring pattern in the last 18 months. The agency is putting together a team of people with sound digital experience, finally connecting it all in its communication planning offer. “PHD in Asia today is a very different animal from what it was when we first started, and 2015 will build on this momentum,” Susana stated.

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