PHD

By now, many of you have probably seen this two-minute production from PHD Worldwide, which uses kids as a “reflection on how the next generation will engage with brands.” Suffice to say, the reaction wasn’t positive to the video, which begins with the blunt message, “If you work in marketing, you better start upping your game.”

The overwhelming negativity has now in turn prompted PHD to respond in a blog post this week, saying among other things that the video was “…a provocation and an invitation to the marketing industry to comment.” To its credit, the agency breaks the criticism down and addresses everything from using kids to the unrealistic predictions of the execution. You can read the full response here, which we think could only add fuel to the fire.

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Mark Holden is leaving the confines of PHD Australia and returning home to London to take on the global strategy director post at the agency. Holden, currently managing partner at PHD’s operation Down Under, will assume his new title in January.

Holden moved to Australia three years ago set up PHD’s office there and subsequently helped the shop win 16 new clients in the past 12 months alone including PepsiCo, Guthy Renker, National Australia Bank and Google. Holden, who has been with PHD network since 2001, says in a statement, “I am very excited about being able to help build upon the success the PHD network has already achieved.  PHD is a wonderful and unique company as it is genuinely driven by a higher purpose – that of finding a better way.  It is a complete privilege to help steer this amazing company and this amazing group of minds.”

Holden started his ad career as a planner at Saatchi & Saatchi before heading over to OMD to head a planning group that counted clients such as Gillette, Boots Plc and Volkswagen.

Omnicom-owned PHD named former Mindshare senior exec Steve Piluso as its new East Coast Managing Director. Piluso will lead the agency’s New York, Chicago and Minneapolis offices while focusing on clients including HBO, Discovery Networks, American Legacy Foundation and Hormel Foods.

While at Mindshare, Piluso served as MD for client work such as Breyers, Sprint and AmEx, the last of which included a cross-promotional effort with Fox series 24. Prior to Mindshare, Piluso held posts at Y&R/The Media Edge and Euro RSCG, where he worked on the Intel business for five years.

More: “HBO Consolidates Media to PHD”

AgencySpy has learned that former PHDiQ Director of Interactive Amy Auerbach left the agency to join up with Initiative, said a source. Initiative’s US President Tim Spengler officially announced Auerbach’s arrival at the agency today, but according to our source she’s been there all week.

At PHD, Auerbach handled the agency’s east coast operations, overseeing digital media for Chrysler and AIG, among others. At Initiative she’ll lead its New York digital operations as SVP, director, digital.

More: “PHD Loses More Digital Leadership; Director of Interactive Amy Auerbach”

Omnicom’s PHD is no stranger to the effects of an indifferent economy. When we learned that the agency’s New York office lost Amy Auerbach, director of interactive, it was yet another indicator that the media shop is refocusing its attention away from emerging media, and the leadership that once steered their digital ship.

Auerbach’s departure (we’re told she resigned) marks the fourth digital-leadership seat to empty since the middle of this summer.

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More: “Raw and Uncut”

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