PHD has promoted two of its leading executives in the Middle East, as the Omnicom Media Group network gears up for geographical expansion in the MENA region.

The agency’s UAE managing director Elda Choucair has been elevated to the role of MENA chief executive. She will be replaced by Luca Allam, who steps up from his previous position as general manager of PHD Dubai.

The promotions are effective from tomorrow (1 September).

Choucair first joined PHD in 2008, having previously held positions at fellow Omnicom agency OMD and Starcom MediaVest.

Elie Khouri, CEO of Omnicom Media Group MENA, commented: “In Elda’s and Luca’s hands, PHD has gone from strength to strength. The talent they’ve attracted and nurtured, the vision that has guided them and the energy they’ve deployed have made PHD the success story it is today.

“I have no doubt that they will find in their new roles even more opportunities to stimulate further growth.”

PHD has enjoyed a successful 2016 to date, picking up new accounts from advertisers including VW, Delta Air Lines and Dubai-based conglomerate Al-Futtaim.