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Media Agency of the Year

Phd is adweek’s global media agency of the year, with a new global ceo, $775 million in new business and an evolving internal philosophy, the omnicom agency is on the rise.

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PHD is on a mission to understand the future generation of marketing, one that will be completely reshaped by technology. For the past decade, it has been ahead of the game when it comes to focusing on the potential of artificial intelligence and machine learning to drive marketing transformation.

That’s in part because it’s stuck close to parent company Omnicom Media Group (OMG), allowing PHD to grow its tech offerings at scale. In 2018, OMG introduced a centralized platform, Omni, that helps its agencies and clients create, plan and execute ad campaigns using data.

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This story first appeared in the Feb. 20, 2024, issue of Adweek magazine. Click here to subscribe.

Stephen Lepitak

• @stephenlepitak
• [email protected]

Stephen is Adweek's Europe bureau chief based in Glasgow.

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PHD North America

Social media,, digital strategy,, why we're unique.

Welcome to PHD. We launched as the first planning-led media agency in the UK in 1990 and today we have over 4,000 people in over 80 offices worldwide.

Our agency has been built on a culture of smart strategic thinking, creativity and innovation that delivers effective solutions for the business needs of our diverse client base of local, national and international clients.

Driven by our philosophy of ‘finding a better way’, we are renowned for being one of the most forward-thinking media agencies, by challenging convention and breaking new ground in communications thinking.

PHD is today one of the most acclaimed media and communication agency networks. We were named Media Network of the Year 2015 by Campaign magazine and our offices around the world are recognised too – from our founding office in the UK being named a Sunday Times ‘Best Company to work for’ for the past 3 years, through to over 50 Agency of the Year awards across the network in the same period.

The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC)

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New Report: PHD Worldwide Is #1 for Net New Business Performance Among Global Media Agencies

In the latest ranking of the global media agency new business landscape from leading independent research company COMvergence, Omnicom Media Group agency PHD Worldwide is #1 in net new business performance (wins minus losses) during the first three quarters of 2022, adding USD$814 million in incremental billings, outperforming its nearest competitor by more than 40 percent.

PR Newswire, 11/21/2022

PHD's Philippa Brown on transforming the media agency to serve clients more effectively

Philippa Brown, global CEO of PHD and a 15-year veteran of Omnicom, addresses the realities of dealing with scope creep from clients, citing the need to be straightforward and honest when having those discussions.

Digiday, 06/20/2022

PHD Big Winner In Restaurant Brands International Media Review 05/02/2022

The Omnicom media shop was awarded U.S. media agency of record duties for BK and sibling restaurant chains Tim Horton's and Popeye's. The Popeye's remit also includes Canada. The company has also confirmed that Chicago-based OKRP has been selected to serve as the new creative agency for Burger King in the U.S.

Media Post, 05/02/2022

Head of Multicultural, Mike Roca on To Appeal to Hispanic Consumers, Industry Leaders Advise Avoiding Monolithic Marketing - PHD Media USA

Marketers finally seem to understand that the key to marketing to Hispanic audiences, like any large consumer segment, depends on understanding cultural nuances. One-size-fits-all strategies don’t work. Check out the discussion here.  

PHD Media USA, 10/08/2021

Omnicom Names New CEOs at Hearts & Science, PHD

Omnicom Media Group is undergoing a major leadership realignment, naming new chief executives at two of its agencies. The media agency network appointed Ralph Pardo as CEO of Hearts & Science and Catherine Sullivan as CEO of PHD, effective immediately.

AdWeek, 09/15/2020

Media ideas that help brands leap ahead. Founded in London in 1990, we started life as the challenger agency that invented ‘creative media’. Now we are a global leader, employing more than 6,500 employees across 100 offices in 74 countries. Our culture of thought-leadership, creativity, and innovation helps us create campaigns that generate real business results and helps our clients leap ahead of their competitors. It’s why we were named Network of the Year at the 2020 M&M Global Awards, EMEA Network of the Year at the 2020 Campaign Awards, and Network of the Festival at Cannes 2020/21. The PHD network is part of the Omnicom Media Group, a division of Omnicom Group Inc. (NYSE: OMC). PHD | Make the Leap www.phdmedia.com

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PHD was launched as the first planning-led media agency in the UK.

In 2016 we are still renowned for being the UK's most forward-thinking media agency; we challenge convention, break new ground in communications thinking and ultimately look to find a better way in everything we do.

We are the first media agency to have been awarded three D&AD pencils and to have won back-to-back Cannes Lions over two years. We were named 'Network of the Year' at the 2015 Campaign Media Awards. Most recently we were named Agency of the Year 2016 by both Media Week and Marketing Week.

PHD London was the founding office which is now part of an 80+ office global network, home of PHD's worldwide management team and part of Omnicom Media Group. Our planning-centric approach, coupled with the buying power we offer through Omnicom Media Group’s centralised negotiation point OPera, has attracted a diverse client list

Our Capabilities

• Digital Marketing
• Media Planning
• Brand Experience
• Branded Content
• Business Consultancy

Sector Experience

• Financial services
• Home improvements/DIY goods
• Clothing/Accessories
• Government departments
• Entertainment/Leisure
• Cosmetics/Toiletries

Our Clients

• Sainsbury’s
• Warner Bros.
• Confused.com
• British Heart Foundation
• The Guardian
• Global Radio
• Smart Energy GB
• Virgin Atlantic Airways
• Tangle Teezer
• Carnival Corp.
• Hewlett Packard

The Best Use of Tech Deutsche Telekom Media Awards - Grand Prix

Outdoor: ambient experiential & immersive digital deutsche telekom 'magenta' cannes lions - gold, online advertising, mobile & experiential marketing deutsche telekom 'magenta' the lovies award - silver, outdoor: ambient experiential & immersive digital deutsche telekom 'magenta' eurobest - grand prix, euan hudghton.

Chief Brand & Experience Officer

Hugh Cameron

Michael florence.

Chief Strategy Officer

Accreditations

Other Accreditation

Sarbanes Oxley

Investors in People

PHD Network is a global media company within Omnicom Media Group. The Group represents the combined media assets of full service media networks such as PHD as well as a number of speciality media communications companies. Its presence is across 80 countries throughout the world.

PHD Media/Manchester

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What is a PhD?

• Types of Doctorates
• A Doctor of Philosophy (PhD) is the highest globally recognized postgraduate degree that higher education institutions can award.
• PhDs are awarded to candidates who undertake original and extensive research in a particular field of study.
• Full time PhD programmes typically last three to four years, whilst part time PhD programmes typically last six to seven years.
• A PhD can lead to an academia teaching role or a career in research. A PhD can also equip you with skills suitable for a wide range of jobs unrelated to your research topic or academia.

Definition of a PhD – A Doctor of Philosophy (commonly abbreviated to PhD , Ph.D or a DPhil ) is a university research degree awarded from across a broad range of academic disciplines; in most countries, it is a terminal degree, i.e. the highest academic degree possible.

PhDs differ from undergraduate and master’s degrees in that PhDs are entirely research-based rather than involving taught modules (although doctoral training centres (DTCs) offer programmes that start with a year of lecture-based teaching to help develop your research skills prior to starting your project).

In most English-speaking countries, those that complete a PhD use the title “Doctor” (typically abbreviated to Dr) in front of their names and are referred to as such within academic and/or research settings. Those that work in fields outside of academia may decide not to use the formal doctor title but use post-nominal letters (e.g. John Smith PhD); it’s unusual though for someone to use both the Doctor title and post-nominal letters in their name.

PhD vs Doctorate

A PhD and a professional doctorate are both research-based terminal degrees.

However, where a PhD focuses on original research mostly around theoretical concepts, a professional doctorate focuses on examining existing knowledge to solve real-life, practical problems.

While there is much crossover between the two, a PhD is generally better suited for an individual to wants to advance the knowledge and understanding in their field, and a professional doctorate degree is better suited to a working professional who wants to better be able to apply knowledge and understanding to their field.

What Are the Entry Requirements for a PhD?

To be accepted on to a PhD programme, students usually need to hold at least a high ( 2:1 and above ) undergraduate degree that is related to the field of research that they want to pursue. A PhD candidate may also be expected to hold a Master’s degree , however, this does not mean you must have one, as it is still possible to enrol into a PhD without a Master’s .

Self-funded courses may sometimes be more relaxed in relation to entry requirements . It may be possible to be accepted onto a self-funded PhD programme with lower grades, though these students typically demonstrate their suitability for the role through professional work experience.

Whilst a distance learning project is possible , most PhD candidates will carry out their research over at least three years based at their university, with regular contact with two academic supervisors (primary and secondary). This is particularly the case for lab-based projects, however, some PhD projects require spending time on-site away from university (e.g. at a specialist research lab or at a collaborating institution abroad).

How Long Does a PhD Take?

Typically, full-time PhDs last 3-4 years and part-time PhDs last 6-7 years. However, at the discretion of the university, the thesis writing-up period can be extended by up to four years.

Although most doctoral programmes start in September or October, they are generally much more flexible than taught-courses and can start at any time of the year.

How Much Does a PhD Cost?

Tuition fees for UK and EU students vary between £3,000 and £6,000 per year, with the average tuition fee of £4,712 per year for 2023/24 programmes.

Tuition fees increase considerably for international students, varying between £16,000 to £25,000 per year, with an average tuition fee of £19,600 per year .

Nonetheless, most students will secure PhD funding in the form of studentships, scholarships and bursaries to help pay for these fees. These funding opportunities can either be partial, which cover tuition fees only, or full, which cover both tuition fees and living expenses.

UK national students can also apply for Doctoral Loans from Student Finance England if they are unable to secure funding.

Finding a PhD has never been this easy – search for a PhD by keyword, location or academic area of interest.

What Does a PhD Involve?

To be awarded a PhD, a doctoral student is required to produce a substantial body of work that adds new knowledge to their chosen field.

A PhD programme will typically involve four key stages:

Stage 1: Literature Review

The first year of a PhD involves attending regular meetings with your supervisors and carrying out a search on previously published work in your subject area. This search will be used to produce a literature review which should set the context of the project by explaining the foundation of what is currently known within the field of research, what recent developments have occurred, and where the gaps in knowledge are. In most cases, this will be an extension of your research proposal should you have produced one as part of your application. The literature review should conclude by outlining the overarching aims and objectives of the research project. This stage of setting achievable goals which are original and contribute to the field of research is an essential first step in a successful PhD.

The supervisor is the main point of contact through the duration of a PhD – but remember: they are there to mentor, not to teach, or do it for you . It will be your responsibility to plan, execute and monitor your own work as well as to identify gaps in your own knowledge and address them.

Stage 2: Research

The second year (and prehapse some of your third year) is when you work on your research. Having identified novel research questions from your review of the literature, this is where you collect your data to help answer these questions. How you do this will depend on the nature of your doctoral research: for example, you may design and run experiments in a lab alongside other PhD students or visit excavation sites in remote regions of the world. You should check in regularly with your supervisors to update them and run any ideas or issues past them.

Have the structure and chapters of your thesis in mind as you develop and tackle your research questions. Working with a view of publishing your work will be very valuable later on.

Stage 3: Write up of Thesis

The next key stage of a PhD is writing a doctoral thesis , which typically takes from anywhere between three months to one year. A thesis is a substantial body of work that describes the work and outcomes of the research over the previous two to three years. It should tell a detailed story of the PhD project – focusing on:

• The motivations for the research questions identified from the literature review.
• The methodologies used, results obtained, and a comprehensive analysis and discussion of the findings.
• A detailed discussion of the key findings with an emphasis on the original contributions made to your field of research and how this has been impactful.

There is no universal rule for the length of a PhD thesis, but general guidelines set the word count between 80,000 to 100,000 words.

For your thesis to be successful, it needs to adequately defend your argument and provide a unique or increased insight into your field that was not previously available.

Stage 4: Attending the Viva

A viva voce , most commonly referred to as just a ‘ viva ‘, is an interview-style examination where the PhD student is required to engage in a critical appraisal of their work and defend their thesis against at least two examiners. The examiners will ask questions to check the PhD student has an in-depth understanding of the ideas and theories proposed in their thesis, and whether they have developed the research skills that would be expected of them.

The viva is one of the final steps in achieving a PhD, and typically lasts at least two hours, but this duration can vary depending on the examiners, the university and the PhD project itself.

Once you have done the viva – you’re on the home stretch. You will typically be asked to make some amendments to your thesis based on the examiner’s feedback. You are then ready to submit your final thesis for either:

• PhD – If you pass the requirements you will be awarded a PhD degree (most common outcome),
• MPhil – If you failed to meet requirements for a PhD, you may be downgraded to an MPhil degree (uncommon outcome),
• Fail – No award is given, typically for cases of plagiarism (extremely uncommon outcome).

What Is It Like to Undertake a PhD?

We’re often asked what it is like to undertake a PhD study. Unfortunately, this isn’t a simple answer to this question as every research project is different.

To help give insight into the life of a PhD student, we’ve interviewed PhD students at various stages of their programmes and put together a series of PhD Student Interviews . Check out the link to find out what a PhD is like and what advice they have to offer you.

What Are the Benefits of A PhD?

A PhD is the highest globally recognised postgraduate degree that higher education institutions can award. The degree, which is awarded to candidates who demonstrate original and independent research in a particular field of study, is not only invaluable in itself, but sets you up with invaluable skills and traits.

Career Opportunities

First, a PhD prepares you for a career in academia if you wish to continue in this area. This takes form as a career in the Higher Education sector, typically as a lecturer working their way to becoming a professor leading research on the subject you’ve studied and trained in.

Second, a PhD also enables the opportunity for landing a job in a research & development role outside of the academic environment. Examples of this include laboratory work for a private or third sector company, a governmental role and research for commercial and industrial applications.

Transferable Skills

Finally, in possessing a PhD degree, you can show to employers that you have vital skills that make you an asset to any company. Three examples of the transferable skills that you gain through a PhD are effective communication, time management, and report writing.

• Communication – presenting your work in written and oral forms using journal papers and podium presentations, shows your ability to share complex ideas effectively and to those with less background knowledge than you. Communication is key in the professional environment, regardless of the job.
• Time management – The ability to prioritise and organise tasks is a tremendous asset in the professional industry. A PhD holder can use their qualification to demonstrate that they are able to manage their time, arrange and follow a plan, and stick to deadlines.
• Report writing – Condensing three years of work into a thesis demonstrates your ability to filter through massive amounts of information, identify the key points, and get these points across to the reader. The ability to ‘cut out the waffle’ or ‘get to the point’ is a huge asset in the professional industry.

Aside from the above, you also get to refer to yourself as a Doctor and add fancy initials after your name!

What Can I Do After a PhD?

One of the most desirable postdoctoral fields is working within independent Research and Development (R&D) labs and new emerging companies. Both industries, especially R&D labs, have dedicated groups of PhD graduates who lead research activities, design new products and take part in crucial strategic meetings. Not only is this a stimulating line of work, but the average salaries in R&D labs and emerging start-ups are lucrative. In comparison, an undergraduate with five years of experience within their given field will, on average, likely earn less than a new PhD graduate taking on a R&D position.

It’s a common misunderstanding that PhDs only opens the door for an academic career such as university lecturers and training providers. Although obtaining a PhD opens these doors, the opportunities extend far beyond educational roles. In fact, recent data from the UK’s Higher Education Statistics Agency (HESA) indicates only 23% of PhD graduates take a position in educational roles . This low percentage is primarily because PhD graduates have a wide range of skills that make them suitable for a broad spectrum of roles. This is being seen first hand by the increasing number of PhD graduates who are entering alternative roles such as research, writing, law and investment banking.

How Do I Find a PhD?

We appreciate that finding a PhD programme to undertake can be a relatively daunting process. According to Higher Education Student Statistics , over 22,000 PhDs were awarded in 2016/17 within the United Kingdom alone. Clearly there are a huge number of PhD programmes available. This can sometimes be confusing for prospective doctorates, particularly when different programmes are advertised in different places. Often, it is difficult to know where to look or where to even start. We’ve put together a list of useful sources to find the latest PhD programmes:

• A great place to start is with our comprehensive and up-to-date database of available PhD positions .
• Assuming you are still at university, speak to an existing PhD supervisor within your department.
• Attend as many postgraduate open days as you can. Whilst there, speak to current PhD students and career advisors to get an awareness of what PhDs are on offer.
• Visit the postgraduate section of university websites and the PhD Research Council section of the UKRI website.

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