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Global health club chain Virgin Active has appointed Omnicom Media Group’s PHD as its media agency for Singapore and Thailand, following a competitive pitch against three other agencies.
Under the remit, PHD will handle full-funnel media strategy, planning, buying and performance management across all channels, including digital, social, search, offline media and data analytics.
The agency will also support market-specific activations and audience planning in close collaboration with Virgin Active’s in-house teams. Duties commenced on 1 July.
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“PHD stood out with its strategic clarity, data-led planning approach, and strong regional collaboration across Singapore and Thailand. Their focus on driving real business outcomes beyond just media KPIs mirrors our commitment to building meaningful consumer connections," said Joanne Lim, head of marketing for Southeast Asia at Virgin Active.
"We are confident that, together with PHD, we can navigate and succeed in this evolving media landscape," she added.
According to Eileen Ooi, CEO of PHD APAC, the win reflects the network’s strength and integrated approach across the region. “This win is a testament to the strength and seamless integration of PHD APAC’s network. Similar to Virgin Active, PHD shares a passion for transformative growth and continuous innovation," said Ooi.
"We look forward to building on the synergy we have established, leveraging our data and technology to power strategies and innovations to drive meaningful business outcomes for Virgin Active," she added.
On the global front, Virgin Active has also been stepping up its brand and marketing transformation in recent years.
In 2024, it appointed Amsterdam-based We Are Pi to lead its global brand repositioning and identity refresh. The agency launched the “Leave the cult, Join the club” campaign to shift Virgin Active’s image from a traditional gym chain to a broader, lifestyle-driven social wellness club.
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