Qatari Diar re-appoints PHD after first media review
Qatari Diar, a major global force in real estate investment and development, has concluded the first review of its media management and decided to retain PHD as its agency over its multi-million dollar account. The pitch, in which two other media heavyweights took part, was about the company’s regional and global assignments.
Required to review its commitments annually, the pitch allowed Qatari Diar to evaluate PHD against other leading specialists in the region at the end of the first year of collaboration. Currently, Qatari Diar’s flagship project is Lusail, a large-scale development located north of Doha. One of the largest such developments in the region, it covers more than 35 square kilometers and is designed to accommodate up to 200,000 people. In addition to promoting Lusail, PHD was tasked with establishing the corporate brand across the region and in key international markets, in order to raise investors’ interest in Qatari Diar’s projects.
“PHD’s sensational level of service, commitment and dedication over the past year in managing Qatari Diar’s media investments has played a major role in our success to date and decision to build on the solid foundations we’ve laid together,” commented Leanne Arnold, Qatari Diar’s director of marketing. “We feel the team at PHD truly understand what Qatari Diar is all about and have succeeded in translating our vision in the market.”
The pitch was also designed to prepare the next ground of development, since Qatari Diar is embarking on a rapid development program that will see it investing in countries as far apart as Cuba and Thailand.
“PHD are very well resourced to support us in terms of geography and services,” Arnold added. “We are very confident that with their expertise and dedication, Qatari Diar will grow from strength to strength, because we share the same vision.”
“Complacency isn’t in our vocabulary, which means we challenge ourselves even before our clients do,” said Samar Salman, general manager of PHD. “Not only do we feel our work has been validated by the outcome of this review, but we are also genuinely excited with what’s ahead of us. In Qatari Diar, we have a partner who not only has the vision but is also prepared to make it a reality in unique and differentiating ways. They truly are a PHD client.”
In addition to traditional media planning and buying, PHD provides Qatari Diar with digital, branded content and international consultancy and execution services.
Qatari Diar’s domestic media account, managed by Qatari Media Services, was unaffected by this review.