Asia’s leading online property group, PropertyGuru, has appointed media agency PHD as their agency representative in South East Asia, after a four-way pitch.
PHD is a global agency employing 4,000 staff in 80 offices worldwide and was founded in London in 1990 as one of the first planning-led media agencies.
The agency currently works with brands such as Google, Canon and Audi, and will work with PropertyGuru in a strategic planning capacity to develop BEAM: a bespoke econometric ‘Brand Equity Attribution Model’ (BEAM) that is designed to enable evidence-based brand investment decisions.
Bjorn Sprengers, Chief Marketing Officer, PropertyGuru Group, says he is confident that PHD is the best agency to drive PropertyGuru’s strategy forward.
“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,” Sprengers said.
“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 said:
“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.”