PHD HK head of strategy Imogen Bourke takes APAC regional strategy director role

PHD has named Imogen Bourke (pictured) as the new regional strategy director of APAC. According to the agency, she will be responsible for the development and elevation of the agency's strategic product and capability roadmap within the region.

Bourke brings with her a blend of skills honed from 16 years of diverse roles across media, technology, and production organisations and expansive international experience having worked in London, Melbourne, and Beijing. She was the head of strategy in PHD Hong Kong previously, where she was instrumental in supporting the growth of the agency - such as business wins for Chanel, LG, Dairy Farm as well as, major account retention for HSBC Unilever. 

With experience in guiding consumer behaviour, Bourke will be guiding teams across the region to produce effective brand experiences that deliver business outcomes - will also be in charge with developing industry-first strategies and challenger thinking propositions to futureproof clients’ businesses and drive sustainable growth.

Bourke will report to theCEO of PHD APAC, James Hawkins and will officially assume her new role immediately.  “Bourke's media and strategic expertise paired with her ability to build high-performing teams will help to elevate PHD’s product offerings and drive business results for clients”, added Hawkins.

Bourke added, “I could not be more excited by this opportunity to expand my experience and expertise across the APAC markets. It’s a wonderful gig to work closely with the region’s best strategists and planners to champion and grow PHD’s market-leading product, and continue to cultivate a culture of creativity, innovation and collaboration that delivers unparalleled strategic thinking and solutions for our clients.”

Last year, PHD underwent a brand refresh with a new mark to reflect its philosophy “Make the Leap” - a call to action for leveraging the power of imagination to drive disproportionate growth for its clients’ business. The new branding has been implemented internally and externally across all of PHD’s markets. 

PHD’s new brand identity, created in collaboration with independent design director, Cosmo Jameson, has been designed with digital, motion, and audio capabilities in mind and reimagined to fully embody PHD’s brand philosophy.

At the core of the brand refresh are visual assets that represent PHD’s values of creativity, courage, openness, collaboration, and curiosity. This reflects the creativity and innovation of PHD’s talent that powers business growth. The agency's identity also comes alive with brand imagery and film that will allow the viewer to feel the agency’s values; by showing the duality of a world reimagined from one state to another through visual lateral leaps.

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