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Elda Choucair, managing director of PHD UAE, has stepped up to the role of CEO of PHD MENA. Filling in her shoes is Luca Allam, former general manager of PHD Dubai.

Choucair has been with Omnicom Media Group (OMG) MENA – PHD’s parent company – since almost 11 years, of which eight were at PHD. She has played a key role in the growth of the agency, winning key accounts, including Al Futtaim, Dubai Parks & Resorts and SC Johnson.

Allam is also an OMG veteran, who started with OMG UK in 2009 and moved shortly after to Dubai to head the digital team at PHD UAE. Since then he has grown through the ranks, while also growing the agency.