PHD, part of Omnicom Media Group, has been awarded the consolidated Asia-Pacific media mandate for Menarini Asia-Pacific following a competitive pitch process that commenced in June 2025.
Under the expanded remit, PHD will oversee media planning and buying across seven additional markets-India, Malaysia, Indonesia, Thailand, Taiwan, Vietnam and Korea. This builds on the agency’s existing partnership with Menarini in Australia and New Zealand, Hong Kong and the Philippines, further strengthening its regional footprint.
The mandate will be anchored by PHD’s regional hub in Singapore, led by business director Rahul Mehndiratta. The hub will drive regional strategy, campaign development, governance frameworks and knowledge sharing across markets. The account will also leverage Omni, Omnicom Media Group’s AI-powered marketing platform, to enable data-led planning, optimisation and performance tracking at scale.
Eileen Ooi, president, PHD APAC, noted that the win underscores the network’s ability to combine cultural insight with connected intelligence to deliver measurable business outcomes. She emphasised the agency’s focus on strategic excellence and advanced solutions to support Menarini’s growth ambitions across the region.
Monaz Todywalla, CEO, PHD India, highlighted the importance of integrated thinking in the consumer health category, where trust, governance and data-driven decision-making are critical.
Eugenia Yuen, regional head of commercial and marketing, consumer health at Menarini Asia-Pacific, added that consolidating media across markets will enable greater efficiency, faster optimisation and stronger regional oversight, while maintaining local relevance.
