By Carey Finn. Anne Dearnaley, PHD South Africa CEO, on helping brands shape high-impact conversations, and investing in her people.
“The end of 2024 was tough, but we dug in and stayed resilient, and this year has been nothing short of exceptional,” says Anne Dearnaley, CEO of PHD South Africa. “From a new business perspective, we’ve won eight out of eight pitches, including Cell C, Burger King, NBA for the whole of Africa, SA20 and Multichoice. These wins speak to the strength of our team, our thinking and the trust clients are placing in us.”
The agency, which reported billings of R3.5 – 4 billion for the period August 2024 – July 2025 and is a Level 1 BB-BEE contributor, also has Checkers, Pepsico and Volkswagen Group on its client list. “Our core belief is in the power of thinking, strategy and creativity: to help our clients outthink, outpace, and outgrow their competition,” says Dearnaley. “We don’t settle for beige. PHD has always been about pushing boundaries, for better thinking, better work, and better outcomes.”
Dearnaley says that the agency’s blueprint for success in the coming years is focused on deepening its ability to fuse talent, technology and creativity. “That means continuing to invest in our people, in global tools and IP, and in building stronger partnerships with clients,” she explains. “Success for us will come from staying ahead of the curve, harnessing AI, leveraging data in smarter ways, and constantly challenging both ourselves and our clients to think bigger.”
People at the core
For Dearnaley, the best — and sometimes also most challenging — part of the job is the people. “The best part, without a doubt, is watching our people grow,” she says. “We’ve seen so many success stories – staff who have risen through the ranks here in South Africa, and others who have gone on to thrive across our global network. Those journeys are deeply rewarding to be a part of.” Navigating the complexities of teams and different personalities is part of leadership, she adds, “but it keeps the job interesting”.
Investing in its people is core to the agency’s success. “We strive to actively build talent,” says Dearnaley. “Senior leaders take an active role in mentoring and training mid-tier staff, and mid-tier train juniors. We’re also continually on the lookout for external courses and development opportunities that bring fresh skills into the business.” The PHD global network also offers a range of structured training programmes, which are assigned to staff based on their role and career path, says Dearneley, to ensure that growth is “tailored and relevant”.
Inspiration through movement
“We also encourage mobility, whether that’s movement into different client teams, exposure to international projects, working on pitches or opportunities within our global offices,” adds Dearnaley. “This ensures our people are constantly stretched, inspired and pushing the boundaries of their thinking.”
Dearnaley herself has a broad portfolio of experience, kickstarting her career at the AAA School of Advertising in the mid-90s, where she graduated as the top student. “That recognition opened doors to the UK, where I hustled my way into the industry and landed a role at Zenith,” she says.
“When I returned to South Africa, I worked at a number of media agencies before taking the leap and co-founding Page Three Media with two partners, one being Ilan Lazarus, who remains my partner to this day,” says Dearnaley. “It’s been a rollercoaster ride of challenges and milestones, but one I wouldn’t change for anything. In 2010, PHD acquired majority shares in our business, and this took us to new heights with access to brilliant global thinking and invaluable IP.”
Trends, tribulations and opportunities
“Without question, AI is reshaping our industry at speed,” says Dearnaley. “Alongside that, we’re seeing a push toward deeper integration of data and technology, and a growing emphasis on content that is both personalised and measurable.”
When it comes to hurdles, the topic of talent comes up first in the challenge of finding and developing skilled teams. “The second is media fragmentation,” says Dearnaley. “With so many channels, platforms and paywalls, it’s harder than ever to build cohesive strategies. And the third is capability fragmentation: [Gartner] research shows that around 45% of marketers believe they’re wasting resources in silos, which highlights the challenge of integration.”
At the same time, opportunities exist – “South Africa has a real opportunity to connect talent, tech, and data in new ways,” says Dearnaley. “There’s also immense potential in unlocking growth for brands that embrace brave thinking and innovative approaches, especially as the market becomes more competitive.”
Reward in resilience
“The media industry is not for the faint-hearted — it demands resilience, creativity, and constant reinvention,” adds Dearnaley. “But that’s exactly what makes it so rewarding. I’m incredibly proud of what we’ve built at PHD South Africa, of the talent we continue to grow, and of the role we play in helping brands shape the conversations that matter.”
Carey Finn is a contributing writer to MarkLives MEDIA and MarkLives.com.
