Omnicom Media Group’s media arm PHD, which just last year extended its contract with DWTC and Huawei, has now opened a fifth office. The agency already has offices in Dubai, Abu Dhabi, Riyadh and Beirut.

The new office is in the central district of Zamalek in Cairo, Egypt. “The move is in direct response to clients’ needs for the agency’s strategic, digital and creative expertise, as well as its data-first approach, in this major consumer market,” says the agency in a statement.

The new office will build on existing business with regional and international clients, although at this point PHD Egypt’s client roster remains undisclosed.

The new operation will be led by  Nour Eldin Saleh as general manager, reporting directly to Elda Choucair, CEO of PHD MENA. Saleh began his career as a planner and worked at Starcom and Mindshare, where he was most recently deputy general manager.

“PHD’s expansion into Egypt, our largest market in the Middle East to date, is a clear indication of how the region is transforming. While it has a rich heritage and thriving traditions, the country is rapidly progressing in terms of digital sophistication, both from a consumer and corporate standpoint,” says Elda Choucair, CEO of PHD MENA. “The time is right for PHD to capitalize on this shift and introduce ground-breaking approaches in media and communications. I am certain that, with Nour Eldin Saleh at the helm, we will provide new levels of media and business excellence to our clients.”

“As the Egyptian market becomes more and more digital, there couldn’t have been a better time for PHD to launch its core data and analytics offering and act as a key driver of business transformation,” adds Nour Eldin Saleh, general manager of PHD Egypt. “I’m absolutely thrilled to be part of the next phase of growth for the agency and its clients. PHD’s thought-leadership and innovation will be a significant differentiator in the industry and a huge draw.”