Reporting to Mark Heap, CEO of PHD China, Hook will bring more than 20 years of experience in creative agency management, strategic planning, communication and media strategy to this newly created role. He will play a pivotal role in enhancing PHD’s strategic planning capabilities, resulting in lasting and meaningful brand experiences, according to PHD.
Hook joins PHD from Wieden+Kennedy China, where he was managing director for five years after originally joining W+K as director of strategic planning. Prior to that, Hook ran his own planning consultancy, Stratosphere.
“Many marketers are increasingly turning to media agencies for more strategic and holistic service offerings beyond regular buying and planning,” Heap explained. “Kel’s experience in brand planning, creative and communication strategy, complement perfectly the capabilities we’ve been building over recent years.”
Hook cited the prospect of integrating PHD’s approach to media, its research and data capabilities, and his background in brand strategy made the opportunity an attractive one.
