PHD’s appointment of Pratik Dawda as Associate Vice President reflects a broader shift underway in media agencies where data fluency, audience intelligence, and performance accountability are becoming core leadership capabilities, not specialist functions. With close to a decade of experience across Wavemaker and HT Media, Dawda steps into the role at a time when agencies are re-engineering how strategy, planning, and outcomes intersect.
Pratik’s background in data-driven marketing, audience planning, and performance-led strategy is particularly relevant as brands demand sharper linkage between media investments and business results. The era of siloed planning where data, creativity, and execution operated independently is steadily giving way to integrated decision-making, powered by analytics and real-time optimisation. PHD’s move signals intent to strengthen leadership that can operate confidently across this convergence.
From an agency perspective, this elevation also highlights the growing importance of internal talent progression. Rather than importing leadership externally, agencies are increasingly backing professionals who understand the nuances of platforms, data ecosystems, and client complexity from the ground up. Dawda’s long stint at Wavemaker, where he worked across diverse client mandates, equips him to navigate both scale and specificity two pressures modern media teams face simultaneously.
Strategically, PHD’s leadership refresh aligns with how global networks are repositioning themselves as business growth partners, not just media buyers. As measurement frameworks evolve and performance expectations tighten, leadership roles like AVP are becoming central to translating data signals into actionable planning choices that drive efficiency and impact.
For clients, this means access to teams led by professionals who are fluent in audience behaviour, platform dynamics, and ROI-led planning critical in an environment where budgets are scrutinised and attention is fragmented.
Overall, Pratik Dawda’s appointment underscores a clear trend: the future of agency leadership belongs to those who can combine strategic thinking with data discipline and executional clarity.
