Singapore – PHD has consolidated the media mandate for Menarini across the Asia-Pacific region following a competitive pitch that began in June 2025. The appointment expands PHD’s responsibilities to seven new markets — India, Malaysia, Indonesia, Thailand, Taiwan, Vietnam, and Korea — while building on its existing partnership with Menarini in Australia and New Zealand, Hong Kong, and the Philippines.
The new mandate will see PHD managing media planning and buying across the expanded markets. Regional coordination will be led from PHD’s Singapore hub, located in Singapore, under business director Rahul Mehndiratta.
The hub will oversee regional campaigns and strategy development, thought leadership initiatives, best practice implementation, as well as market management and governance. The work is powered by Omni, the AI-driven marketing platform from Omnicom Media Group, with operations having begun on 1 January 2026.
Commenting on the partnership, Eileen Ooi, president, PHD APAC, said, “This win showcases the power of our network, where innovation, cultural understanding, and our ‘Intelligence. Connected’ vision form the backbone of how we deliver measurable impact. Like Menarini, we are committed to making a difference in consumers’ lives while driving growth for our clients’ businesses.”
She added, “PHD takes pride in leading the industry through strategic excellence and advanced solutions, and we look forward to continuing to harness these strengths to deliver smarter, more culturally relevant solutions to drive greater regional impact for Menarini.”
Meanwhile, Eugenia Yuen, regional head of commercial and marketing, consumer health at Menarini Asia-Pacific, said, “As our consumer health portfolio continues to scale across Asia-Pacific, we needed a media model that supports greater efficiency, clearer decision-making and stronger regional visibility, without losing local market relevance.”
She added, “Consolidating our media planning and buying allows us to move towards a more data-informed approach — where performance, learning and optimisation can happen faster and at scale. This partnership strengthens our ability to plan and invest with discipline across markets, while equipping our teams with better insights, benchmarking and governance to support our growth in the region.”
