PHD UAE Archives - Campaign Middle East

Digital Essays 2025: Beyond prompting, the joy of thinking

Hiba Faisal — Wed, 17 Dec 2025 12:59:52 +0000

Only a year ago, the industry was debating whether brands should hire prompt engineers. It already feels quaint. Prompt engineering has been overtaken by something far more powerful: agentic systems. Allow me to digress for a moment. Almost every evening, I create bedtime stories with ChatGPT, and my children give me ideas based on their […]

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Once upon a time in Ramadan, by PHD’s Daniel Shepherd

Sofia Serrano — Thu, 08 Apr 2021 10:04:05 +0000

By Daniel Shepherd, head of strategy and specialised services, PHD UAE Covid has done strange things to our perception of time. Like an old bike wheel, bent out of shape, the time has ceased to roll gently forward – rather slowing down and speeding up at random. Days in lockdown lasted aeons, months passed in […]

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Digital Essay 2019: Algorithm & Blues by Daniel Shepherd, PHD UAE.

Nadeem Quraishi — Mon, 25 Nov 2019 09:00:09 +0000

There is an ancient Suﬁ proverb that translates roughly as “there are no signs in the desert saying do not eat the stones”. Now, you might well be wondering why this digital essay is beginning with a millennium-old quote from the people that gave us the great romantic poet Rumi. And it’s not even that […]

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Digital Essay: Breaking the vicious circle of insanity by David Barnes

Nadeem Quraishi — Wed, 21 Nov 2018 08:20:13 +0000

Insanity is doing the same thing over and over again and expecting different results,” Einstein is often claimed to have said. Few would argue that he was one of the most significant scientific geniuses of the 20th century and his theories helped scientists across the world break through barriers in understanding the world and universe […]

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Power Essay – Optimised to death by Sunjay Malik

Nadeem Quraishi — Mon, 24 Sep 2018 08:52:16 +0000

Earlier this year, Gucci unveiled its creative hub, the Artlab, in Florence. Described by CEO Marco Bizzarri as a‘testament to creativity, innovation and technology’, its ambition is to allow Gucci to strengthen its supply chain through new processes and tech, whilst fostering the optimal environment for creative director Alessandro Michele to quite simply do his […]

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PHD holds onto Arla Foods

Eleanor Dickinson — Mon, 09 Jan 2017 10:28:03 +0000

PHD UAE has retained the media planning and buying account for Scandinavian dairy giant Arla Foods following a pitch last month. The Omnicom Media Group agency competed against Mindshare, UM and Carat to retain the regional account, which includes the brands Three Cows, Lurpak and the cream and cheese brand Puck. Arla Foods’ regional marketing director […]

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PHD’s Elda Choucair named CEO for the Middle East and North Africa

Eleanor Dickinson — Wed, 31 Aug 2016 12:56:49 +0000

PHD UAE managing director Elda Choucair has been named as CEO of PHD MENA, cementing her position as one of the most powerful women in media in the Middle East. The news comes as PHD plans to expand its reach across the region with two new office openings earmarked for the near future. Under Choucair’s leadership, PHD UAE […]

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PHD’s Field of Dreams

Campaign Staff — Tue, 13 Oct 2015 06:00:43 +0000

Media agency PHD has witnessed unprecedented regional growth on the back of a series of new business wins and four years of investing in an agency of the future. Iain Akerman caught up with managing director Elda Choucair to find out what the agency has been doing right.

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PHD UAE announces slew of promotions

Campaign Staff — Sun, 25 Jan 2015 12:37:01 +0000

Ian Dolan, Charli Ursell, Karen Doumet, Nawal Nasreddine and Rachel Maher elevated in end-2014. PHD UAE has announced the promotion of five of its staffers at the end of 2014. Planning director Ian Dolan has been promoted to the newly created position of strategy director. Charli Ursell, associate digital director, has been promoted to digital director. Karen […]

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Is online gaming still just child’s play?

Campaign Staff — Mon, 12 Sep 2011 05:14:39 +0000

Luca Allam is head of digital for PHD UAE “A recent discussion at the second GamesFest event in Dubai sparked the question whether we are actually making the most of the gaming platform here in the Middle East. Gaming makes perfect sense as a social marketing device, and as a reach driver, but why haven’t […]

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