PHD regional boss Cheuk Chiang relocates to Melbourne

PHD’s Melbourne-born Asia Pacific CEO Cheuk Chiang has returned to his home town, where the Omnicom media agency has just opened an office.

The Melburnian has relocated from Singapore for family reasons.

He will work closely on clients such as ANZ, which the agency won in January, and Tourism Victoria.

Chiang joined PHD from Cummins Nitro in 2008.

He told Mumbrella: “I spent 190 days on the road last year, and that’ll probably increase this year. But my base will be in Melbourne, a great city close to my heart.”

One of Chiang’s areas of focus will be instilling the PHD culture in the Melbourne office.

“When I left Cummins Nitro to join PHD, we did a quick survey of senior clients. What came back to me was that they thought all media agencies were pretty much the same. All agencies say they have a planning approach and are in the business of ideas,” he said.

“It’s culture and people that set media agencies apart. Operations with the strongest culture deliver the greatest return, and instilling the right culture is something we’re taking very seriously in our new Melbourne office.”


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