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News 18 May 2022 - 2 min read

PHD carves out content division as DRUM AU, Jo Liddell at helm

By Sam Buckingham-Jones - Deputy Editor
Jo Liddell Drum

“Brands have never had to work harder to build meaningful connections with consumers against a backdrop of rapid cultural change and competition for their audience’s attention,” new National Head of DRUM AU, Jo Liddell, says.

PHD Australia has relaunched its content division as DRUM, taking the name of the global network as content production surges.

What you need to know:

  • PHD Australia is rebranding and restructuring its content division, taking the DRUM network name and appointing Jo Liddell as its boss.
  • Content production is seen as a growth area and Liddell will lead a team of more than 10 to build meaningful cultural connections between brands and consumers.

PHD Australia is restructuring its content division, taking the global DRUM name and naming Jo Liddell as its National Head.

The DRUM network will have its own branding, which rolls out from today, and comes after a year of growth for the content division. Content is seen as a way of engaging with consumers through culture.

Liddell will report to Thomas Hutley, who is the new Managing Director for OMG Content, and will lead a team of more than 10 content, creative, social and partnership-specific people.

“Brands have never had to work harder to build meaningful connections with consumers against a backdrop of rapid cultural change and competition for their audience’s attention,” she said in a statement.

DRUM AU is the ninth global office under the banner to open.

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