PHD wins NatGeo Abu Dhabi account

The National Geographic Channel Abu Dhabi (NGCAD) appointed PHD as its communications planning agency, following a recent multi-agency pitch. The Arabic-dubbed free-to-air channel was launched earlier this month through a partnership between National Geographic Channels International and the Abu Dhabi Media Company. PHD refrained from giving any information on the budget allocated for the channel. Also shortlisted for NGCAD account was Starcom MediaVest. The channel aims to cultivate curiosity about the world and generate awareness, concern and knowledge about the planet by offering smart and reliable factual entertainment, featuring science and technology, animals and nature, exploration and culture. Arabic is the channel's 35th language, adding a huge audience to its existing global reach. Rohit D'Silva, General Manager of National Geographic Channels Middle East, said: "PHD stood out thanks to the passion they've demonstrated and the depth and quality of their work". "The affinity with our brand is very strong and we're certain that we have found in PHD a partner who will stop at nothing to make a difference to National Geographic Channel Abu Dhabi." Fadi Chamat, General Manager of PHD Abu Dhabi, said: "We feel National Geographic is so much more than a media brand. We see it as an asset for families around the region, a common bond for them to share and enjoy together. This will provide plenty of stimulation, not only for the audience, but also for our team." This new account adds to seven new accounts won by PHD in 2009, a performance in line with the growth it saw in 2008, during which it doubled its billings. Keep up with the latest business news from the region with the daily Emirates Business 24|7 newsletter. To subscribe to the newsletter, please click here .