PropertyGuru Group, Asia’s foremost online property company, has appointed PHD as their media agency of record in South East Asia, after a four-way pitch. The partnership adopts a future-facing, non-traditional, client-agency business model.

At the core of the partnership is the creation of a bespoke econometric ‘Brand Equity Attribution Model’ (BEAM) that is designed to enable evidence-based brand investment decisions. BEAM assures media effectiveness by statistically underpinning relations between brand media investments and brand equity metrics.

Commenting on the partnership, Bjorn Sprengers, chief marketing officer, PropertyGuru Group said, “Accountability in marketing through enhanced ROI measures is a key area of focus within our organisation. PropertyGuru Group is one of the first brands in SEA to incorporate a sophisticated attribution model that optimises our media investments across both Brand and Performance objectives.”

“We were looking for a partner that embraced our ambition for growth and wanted to share accountability for results. The partnership is unique, as PHD will not only act as our media planning agency, but also drive insight on buying optimisation through the creation of BEAM,” he added.

Wangyn Ang, managing director, PHD Singapore commented, “We are delighted at the appointment. PropertyGuru Group has been at the forefront of innovative, technology-enabled thinking that has transformed the way people search for their homes and property investments. PHD’s experience across performance marketing, tech and FMCGs coupled with our emphasis on innovation, strategic planning and creativity puts us in a unique position to deliver increased accountability and ROI for PropertyGuru Group.”