Paul Parashar exits PHD to launch own media consultancy

Paul Parashar, the director of screen trading at PHD, is leaving the agency to set up his own media consultancy business called Parashar Associates.

Parashar said he had been planning to set up his own business for some time. His new company will target media owners in order to get them closer to the strategic decision-making process.

"Strategic selling is a difficult business if you're not part of the conversation when strategy is being discussed. Media owners are coming to the table when decisions on which medium to use have already been discussed,

Parashar said.

He added that his new company would endeavour to break down the barriers and the mistrust that exists between media agencies and media owners.

As well as running Parashar Associates, he will continue to work at PHD as a consultant in a client liaising and handling role.