PHD has unveiled its refreshed brand philosophy, titled “Intelligence. Connected.” This approach calls for harnessing the power of Artificial Intelligence, connectivity, and collaboration.

PHD’s mission is clear: “OUTTHINK, OUTPACE, OUTGROW” to innovate continuously, go beyond the obvious, evolve and transform. The company is dedicated to unraveling complexity and understanding the landscape from all perspectives. This vision drives PHD to attract and empower the brightest talents in the industry.

OUTTHINK (Innovate Constantly): The company fosters a culture of continuous innovation and intellectual curiosity. Creativity and ingenuity are recognized as key drivers of success, promoting innovative problem-solving and pioneering strategic thinking. This approach involves charting new paths and establishing groundbreaking directions in the industry, whether through ideas, products, or methods. Their strategy includes a strong leadership component, positioning them as trailblazers in their field. By challenging paradigms and exploring new perspectives, they remain at the forefront of the sector, offering revolutionary solutions.

OUTPACE (Go Beyond the Obvious): PHD adapts swiftly and delivers exceptional results by leveraging cutting-edge data, advanced technology, and human-centered principles. They maintain a competitive edge through bold innovation and continuous improvement, proactively anticipating client needs.

OUTGROW (Evolve and Transform): The enterprise is committed to constant improvement and expansion, focusing on envisioning future trends and driving growth based on emerging opportunities. They adapt to the changing environment, strengthen long-term partnerships, proactively identify opportunities for exponential growth, and tailor solutions to achieve tangible and transformative results.

Actually, PHD has achieved top status in the WARC Media 100 for the first time. This has been a groundbreaking year in Latin America, and in the era of artificial intelligence, PHD is at the forefront of an unprecedented transformation.

PhD has a storied history renowned for its focus on media strategy and craft. The decision to revisit the brand’s strategy was influenced by the revolutionary impact of AI.

Guy Marks, Worldwide CEO describes this era as a “once-in-a-lifetime event,” necessitating a blend of PhD’s historical strengths in strategy with modern technological advancements. The new positioning, dubbed “Intelligence Connected,” integrates both human and artificial intelligence to create a forward-thinking approach that will define the agency’s future.

Marks emphasizes that “Intelligence Connected” is about leveraging both human and machine intelligence to deliver impactful results. The new positioning aims to enhance the agency’s connectivity in terms of thinking, data, and client relationships. This approach is encapsulated in PhD’s commitment to “outpace,” “outgrow,” and “outthink” the competition. These concepts represent the manifestations of their intelligence-connected strategy, ensuring the agency remains at the forefront of the industry.

Marks assured that PhD’s unique heritage in strategy and planning sets it apart. Unlike other global media agencies that emerged from creative departments, PhD was founded as a dedicated media agency, which reinforces its expertise in media planning and strategy. The new positioning acknowledges this legacy while embracing modern technology.

AI and Technological Advancements

Marks explains how PhD is harnessing AI through its platform, Omni, which is used globally, including across Latin America. Omni incorporates AI in various applications, including audience exploration and cultural trend analysis. AI enables the agency to democratize access to complex data, predict trend trajectories, and generate content at scale. This technological integration allows for more effective and efficient media planning, offering clients revolutionary solutions.

Recently, PhD has achieved significant success in Mexico and Latin America, becoming the number one agency for new business. The new positioning aims to maintain this momentum by driving innovation and challenging the status quo. Marks reiterated the importance of not becoming complacent and continually seeking new opportunities to lead and inspire.

Altough, implementing the new positioning presents challenges, particularly in ensuring consistent service quality across diverse markets.

Looking ahead, PhD’s initiative “Ascension: Rise with AI” represents its thought leadership platform designed to educate clients and agency teams on actionable AI solutions. Guy Marks envisions this platform as a way to demystify AI, making it accessible and understandable for practical applications.

Marks concludes by expressing his pride in leading PhD during this transformative period. He sees immense potential in AI to drive future opportunities and remains committed to preparing the agency for the next wave of innovation.