Singapore 8 May 2017 – PropertyGuru Group, Asia’s foremost online property company, has appointed PHD as their media agency of record in South East Asia, after a four-way pitch. The partnership adopts a future-facing, non-traditional, client-agency business model.
At the core of the partnership is the creation of a bespoke econometric ‘Brand Equity Attribution Model’ (BEAM) that is designed to enable evidence-based brand investment decisions. BEAM assures media effectiveness by statistically underpinning relations between brand media investments and brand equity metrics.
Commenting on the partnership, Bjorn Sprengers, Chief Marketing Officer, PropertyGuru Group said, “Accountability in marketing through enhanced ROI measures is a key area of focus within our organisation. PropertyGuru Group is one of the first brands in SEA to incorporate a sophisticated attribution model that optimises our media investments across both Brand and Performance objectives.”
“We were looking for a partner that embraced our ambition for growth and wanted to share accountability for results. The partnership is unique, as PHD will not only act as our media planning agency, but also drive insight on buying optimisation through the creation of BEAM,” he added.
Wangyn Ang, Managing Director, PHD Singapore commented, “We are delighted at the appointment. PropertyGuru Group has been at the forefront of innovative, technology-enabled thinking that has transformed the way people search for their homes and property investments. PHD’s experience across performance marketing, tech and FMCGs coupled with our emphasis on innovation, strategic planning and creativity puts us in a unique position to deliver increased accountability and ROI for PropertyGuru Group.”
For more information, please contact
Sheena Chopra (Ms)
Head, Corporate Communications
T: (+65) 9247 5651
About PropertyGuru Group
PropertyGuru Group is Asia’s foremost online property company. Voted by consumers in 2016 as ‘Asia’s Most Influential Brand for Online Property Search’, PropertyGuru helps over 16 million people find their dream home – every month.
Headquartered in Singapore, PropertyGuru.com.sg was launched in 2007 by two entrepreneurs. They had a vision to simplify the property search process and help renters, buyers, sellers and investors make confident property decisions – faster. Since then, it has grown from being a media company to a high-growth technology company, operating a suite of No.1 property portals and award-winning mobile apps across Singapore, Malaysia, Thailand, Indonesia and Vietnam. PropertyGuru also operates renowned project marketing technology platform, ePropertyTrack, and a host of industry-leading property offerings such as publications, events and awards – across eight countries in Asia.
For more information, please visit www.propertyguru.com
PHD is known globally as an innovator in communications planning and buying across broadcast, print, digital, mobile, social and emerging media. The network currently holds the title of Global Media Agency of the Year with Adweek and Media Network of the Year with Campaign and the Cristal Awards, as well as placing in the Gunn Report’s top 3 most awarded networks in the world for its work.
PHD has over 4,000 staff working in over 80 offices worldwide, having been founded in London in 1990 as the first planning-led media agency. Built on a culture of thought leadership, innovation and creativity, with a philosophy of “Finding a Better Way”, PHD is today one of the world’s fastest growing media and communication agency networks, placing 1st in RECMA’s 2016 global new business performance league table.
The PHD network is part of the Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC)