New PHD, the fledgling company born out of the merger of Pattison
Horswell Durden and the media department of Abbott Mead Vickers BBDO, is
planning to set up a second-string agency to handle conflicting business
and to provide clients with an alternative media offer.
The sister company, the structure of which is still under debate, is set
to be headed by Alan Brydon, currently the media director of AMV.
Brydon would take charge of a full media team, although his operation
will share resources and systems with New PHD. The sister agency would
also tap into the media buying muscle of its parent, offering clients a
boutique service with New PHD back-up.
The sister agency will help fill the gap left when PHD sold out to AMV.
PHD had earned a formidable reputation for creativity and media
innovation. Although New PHD is building on these credentials, some
marketers prefer to be in a smaller agency.
No-one at New PHD was available to comment.