When PHD first opened its doors in the UAE in 2006, Arla Foods entrusted its business to the new entity as its foundational account. A decade later, not only has the global foods conglomerate reappointed the network after a statutory four-way market review with top-ranked agencies, it has added new markets to the scope of the contract. This is the second time that the media network has successfully retained the account since its original appointment.

Over the past 10 years, PHD and Arla Foods have grown substantially in MENA, with the network experiencing a six-fold growth and the foods company successfully growing existing products and launching new ones. This new chapter in their relationship will see them expand further into new markets, both in terms of product categories and territories. The partnership will also leverage the network’s newly created content offering that blends digital expertise with business and consumer insights to craft cutting-edge content for highly targeted audiences.

“There has never been a dull moment in our decade-long partnership with PHD,” said Mahitab Hamed, regional marketing director of Arla Foods. “We have overcome several challenges, enjoyed many triumphs and gained plenty of learnings together over the years. If there’s anyone who knows our business besides us, it’s PHD. Throughout this statutory market review, no other agency demonstrated the in-depth knowledge about our brands, a bespoke vision for our future and the personal level of care and attentiveness for our business that PHD has. We look forward to achieving as many successes together in the next 10 years as we did in the previous decade.”

“The truly meaningful partnerships are the ones that not only overcome the obstacles, but are even strengthened by these challenges,” Luca Allam, managing director of PHD UAE, commented. “Arla Foods has been a part of the PHD family since day one and has played a big role in the network’s journey of growth over the years. Today, we reaffirm our commitment to this exceptional relationship, having demonstrated how we will take it further to reach new heights. We share the same aspirations as Arla Foods and I know that our ambitious growth plan will play an integral part in making them the leaders and pioneers in their categories.”

This retainment was announced on Campaign Middle East.