PHD Singapore picks new managing director

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PHD Singapore has promoted Sumiati Hashim to the role of managing director, effective 3 July.

As MD, Sumiati oversees both national and international businesses with Singapore being the Asia Pacific headquarters for PHD and its parent company Omnicom Media Group (OMG). She will also continue to establish the strategic goals for growth and transformation, acquire the best thinkers, and mentor the future leaders of PHD Singapore, the agency said in a statement.

Sumiati was most recently PHD Singapore’s general manager, and the agency network has enjoyed significant achievements under her nurturing leadership. Among them are new business wins including IKEA, Razer, and Viu, and the forging of enduring partnerships with clients including Singapore Airlines and HSBC.

PHD Singapore has also seen an expansion in talent strength and internal mobility ever since Sumiati took charge in 2022, leading the agency on a transformation journey, it said.

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The agency’s capabilities were also recognised by the wider industry, with PHD Singapore winning three gold awards at Marketing Interactive’s MARKies Awards 2024 for Most Effective Use in Omnichannel, Artificial Intelligence and Integrated Media.

“PHD has always focused on attracting the best thinkers in the business, encouraging them to fully realise their potential in a progressive and connected environment that celebrates smart thinking and clever planning to help brands grow," said Chloe Neo, CEO, OMG Singapore.

"Sumiati leads and lives that defining ethic; she is a respected people leader and has demonstrated the ability to operationalise strategies towards optimal business impact. She understands what makes PHD unique as a brand while leveraging OMG’s capabilities and scale to enable clients’ business ambitions,” Neo added.

Neo added that Sumiati's sharp business acumen and collaborative spirit adds value to OMG’s agency as a platform model, which combines various talent, technology, and capabilities across the group to drive a more integrated and seamless offering for clients.

Having been with OMG Singapore for 12 years – 10 with PHD – Sumiati said being elevated to the MD role is a deeply gratifying milestone that marks the culmination of years dedicated to driving strategic growth, nurturing talent, and cultivating invaluable client relationships.

“I am thrilled to lead PHD Singapore into its next phase of innovation and success. Embracing a growth mindset across all aspects of our operations is key for us moving forward. My focus remains on growth, whether it is expanding our client base, scaling services for existing clients, or developing talent,” she said.

Prior to her stint at PHD Singapore and OMD Singapore, Sumiati was a director at Mindshare, a role she held for four years. She has also held roles in Carat Media Services and ZenithOptimedia.

In line with PHD’s new brand tagline of “Intelligence. Connected”, a crucial aspect of Sumiati's leadership vision is utilising advanced analytics and AI to enhance campaign performance and deliver optimal business outcomes for clients.

“Integral to this strategy is our unwavering dedication to nurturing talent, as well as fostering a culture of continuous learning and professional development within our teams. We will combine human expertise, data, and technology to help our clients achieve greatness,” she added.

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