Traditionally, TV buying was the only discipline handled in isolation at the agency, with all other buying handled by the media teams of strategic planners.
But under the new structure press, radio and cinema buying will join TV in a newly formed buying department overseen by the investment director, John Overend.
PHD's managing director, Morag Blazey, scotched rumours that the restructure was a precursor to the agency centralising its buying with its sister Omnicom agency OMD.
Blazey said: "PHD is known for creative and intelligent planning, but the strength in our buying has yet to be fully recognised externally. Now is the time to demonstrate our outstanding skill in this area."
Beneath Overend will be the heads of TV, radio and press buying.