New PHD has appointed a head of new media with a view to spinning
off a separate new-media brand as it continues to develop its strategic
Ben Christie, former channel manager of the directory service, Scoot,
reports to Jon Wilkins, New PHD’s creative communications director. He
will spend six months auditing New PHD’s new-media activity before a
decision is taken on whether a separate unit should launch.
Wilkins said: ’Potentially, we need a specialist online buying unit.
Ben will look at our activities in new media and come back with
He added that new-media business across the Abbott Mead Vickers Group,
which owns New PHD, had become too important to be a minor add-on to the
agencies’ other activities. ’In terms of revenue, it is still minuscule,
but its importance for now and the future is undeniable. We are already
working on major online campaigns for the BBC, Cellnet, Volvo and
Christie will offer existing and new agency clients strategic advice on
the use of in-teractive media, digital technology and online services.
New PHD will act only as an adviser and does not intend to provide the
Christie said: ’New PHD is a respected company with a reputation for
operating on an innovative level, above and beyond buying. This post
reflects the fact that an awful lot of clients are aware that new media
as an event is happening. It isn’t just affecting advertising but is
fundamental to the client’s business.’