PHD takes Universal Beijing Resort media business off Initiative

The agency defeated the incumbent IPG Mediabrands agency Initiative to win the account. Campaign understands IPG Mediabrands took part in the pitch while Publicis Groupe declined to participate.

PHD will provide media strategy, buying services, and creative solutions for UBR. According to COMvergence, UBR's annual media billings are US$40 million in 2024 and $26 million in 2023.

The duration of the contract is unclear, but according to COMvergence, Initiative held the account for 19 months, starting from January 2023. PHD and UBR declined to comment when reached by Campaign. 

UBR opened in 2021 as the fifth Universal Studios-owned theme park and the third in Asia after Japan and Singapore. It cost $3.3 billion to build the park and expansion is underway.