In an interview with Adweek, Nathan Brown, CEO at PHD US, discussed how challenger brands have helped shape and grow PHD’s business.

In working with start-ups and upstarts, PHD generated $100m in new business during Q1 alone. Brown stated, “Lots of our media competitors are obsessed with the big end of market – we are as focused on that as anyone, but, this other part of the market, ironically, will help us win more of the bigger ones.”

Despite growing in size and scale, PHD has maintained a challenger spirit by continuing to work with challenger brands. “We have the brains, of strategic-led agencies, but we also have the brawn and scale as part of a holding company like Omnicom,” Brown said.

You can read the full interview here.