PHD SPIN: National Geographic Channel Abu Dhabi Appoints PHD To Pioneer Together

The National Geographic Channel Abu Dhabi, a partnership between National Geographic Channels International and the Abu Dhabi Media Company, has appointed PHD, part of the Omnicom Media Group, as its communications planning agency, following a recent multi-agency pitch.

National Geographic Channel Abu Dhabi (NGCAD), the first international factual entertainment channel dubbed in Arabic, is now available free-to-air across the Middle East, following its launch earlier this month. It is the ultimate family channel, with a grid reflecting the entertainment and information needs for every age range. Arabic is the channel’s 35th language, adding a huge audience to its existing global reach.

With the rich heritage of the National Geographic Society and its magazine, the channel aims to cultivate curiosity and wonder 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.

National Geographic Channel Abu Dhabi and PHD share a pioneering culture and this made the difference in the appointment. It became clear that for the channel to stand out of the TV clutter, with more than 400 channels available in most Arab homes, creativity and communications innovations would be essential. Using proprietary research, PHD demonstrated a very clear understanding of the channel’s target audience and vividly illustrated how it would communicate with them.

“PHD stood out thanks to the passion they’ve demonstrated and the depth and quality of their work,” said Rohit D’Silva, General Manager of National Geographic Channels Middle East. “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.”

“National Geographic is a fantastic brand for us to work on. Many of us have been brought up with their iconic magazine,” commented Fadi Chamat, general manager of PHD Abu Dhabi. “We feel this 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 prestigious new account joins an already impressive portfolio of market leaders. PHD has added seven new accounts in 2009, a performance in line with the growth it saw in 2008, during which it doubled its billings.

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