PHD Australia has created a new role to elevate the agency’s evidence and measurement capability.
David Clugston, who was previously the head of marketing and analytics at Woolworths, has joined the agency as head of effectiveness.
Clugston brings nearly two decades of experience in marketing analytics, media effectiveness, and measurement science, spanning both agency and in-house brand roles across Asia-Pacific.
His background includes senior analytics roles at Woolworths, OMD Australia and Microsoft.
Clugston will be charged with leading PHD Australia’s effectiveness capability across the agency’s portfolio of major clients, including Virgin Australia, ANZ Bank and Volkswagen Group.
Reporting to chief strategy and effectiveness officer David Bielenberg, he will work closely with clients’ insights and data leads, as well as Omnicom Media’s specialist Marketing Analytics and Consumer Research services.
Clugston will also play a lead role in embedding measurement and effectiveness literacy across PHD’s Planning and Strategy teams.
“Effectiveness is one of our strategic pillars as an agency as we work towards becoming the most pioneering media and communications business in Australia, and bringing Dave on board is a huge step towards that ambition,” PHD Australia chief executive Laura Nice said.
“I’m really excited to see how he can supercharge the great work we’re already doing within the agency and Omnicom network by acting as a strategic conduit between marketers and measurement specialists.”
Bielenberg described Clungston’s appointment as a step change for PHD, that will “further elevate our ability to help clients navigate increasingly complex measurement stacks; connect silos across insights, analytics and marketing teams; and ensure that every dollar we invest for our clients is accountable to commercial outcomes.”
Clugston’s appointment comes as PHD continues to invest in its strategy and effectiveness offering across its rapidly expanding client portfolio, including major wins such as Bunnings Warehouse and OpenAI.
“Effectiveness is at the heart of everything PHD does – driving growth and building brands,” Clungston said. “That commitment is particularly exciting because I believe an obsession with effectiveness will ultimately determine which agencies thrive and which fall behind.
“PHD has also built an exceptional client portfolio, with ambitious brands looking to grow. They’re exactly the kind of clients I want to partner with, and I’m incredibly excited to work with them.”
