PHD US has named Joshua Palau to the newly created role of Chief Media & Activation Officer, overseeing development of integrated solutions that will assure delivery on clients’ transformation and business goals. Prior to joining PHD, Palau was Head of Media for Bayer North America, where he managed end-to-end marketing and media strategy, activation, and optimisation for more than 15 consumer health brands.

Palau is the first external executive hire at PHD made by US CEO Catherine Sullivan since she was tapped to lead the agency in September.

“For the past several months we have focused on realigning our offer around capabilities that are critical to unlocking growth for our clients in today’s marketplace – commerce, content and culture,” says Sullivan.  “Josh exemplifies the talent and experience we’re onboarding to deliver on this offer today and keep it relevant for tomorrow. His track record of creating effective consumer experiences and efficient investment strategies, building high performing teams, and leading brands through transformation is ideally aligned to PHD’s core mission: helping our clients claim their competitive advantage in the post-COVID world.”

At Bayer, Palau created and executed a two-year digital transformation project to build an in-house model. In this role he oversaw optimisation, and measurement across all media channels; including CTV, e-commerce and retail media; as well as media analytics, and the company’s approach to segmentation and targeting. In addition to Bayer, his recent experience also includes senior marketing roles at Johnson & Johnson Consumer Products and Comcast Corporation.

Commenting on his new role, Palau says, “It’s such an amazing time to be in media as everything is being completely disrupted, yet the essential challenge for marketers remains the same – creating meaningful connections with their consumers.  At PHD, my focus will be assuring an agency offer that is precisely aligned to that challenge, built to deliver impactful consumer experiences that drive high-value transactions for our clients.”

Palau is a graduate of University of North Carolina where he earned a BA in History. A resident of New Hope, PA, he served as an adjunct professor at Temple University and is a member of the Alliance for Inclusive and Multicultural Marketing. He is most passionate about his Pediatric Cancer fundraising work with the St. Baldrick’s Foundation.

His appointment is effective immediately.