Media agency PHD is launching a new specialist direct response division after growing its direct response client base.
The new unit will be known as PHDr and headed by Marcus Lewis, a specialist who came over from the UK in 2011.
He said: ““This is an exciting development and a great opportunity for direct response planning at PHD.
“There is a huge amount of experience and talent in the PHDr team; between us we’ve worked and delivered results in practically every category.
“We are looking forward to demonstrating to both existing and potential clients the benefits a specialist team can bring to their business.”
The new unit will deliver analytics to direct response clients to help get better measures of ROI.
Toby Hack, managing director of PHD Australia added: “This is a great time for us to be launching PHDr. Greater levels of analytical rigour are clearly increasingly important in our business.
“But this approach when aligned to future facing communication tools like our proprietary operating system Source, makes PHDr a very formidable offering.
“PHD has always had very strong analytical and DR credentials in Australia, but PHDr will redefine the rules”.
Late last year the agency launched a new gamified international workflow system, allowing staff to earn credits for good ideas and executions.