David Clugston Takes Charge as Head of Effectiveness at PHD Australia

PHD Australia has strengthened its strategy and measurement capabilities with the appointment of David Clugston as its first Head of Effectiveness, a newly established role focused on advancing the agency’s approach to evidence, measurement and marketing effectiveness.

Clugston Takes on New Effectiveness Mandate

In his new role, Clugston will report to David Bielenberg, Chief Strategy and Effectiveness Officer, and oversee effectiveness initiatives across PHD Australia’s client portfolio.

His remit will cover accounts including Virgin Australia, ANZ Bank and Volkswagen Group, with a focus on strengthening measurement frameworks and connecting media investment more closely with business outcomes.

Nearly Two Decades in Analytics and Measurement

Clugston brings nearly 20 years of experience across marketing analytics, media effectiveness and measurement science in the Asia-Pacific region.

His career has included both agency and client-side positions, including senior analytics roles within the Omnicom network and experience working with Microsoft and Woolworths.

The breadth of his experience across analytics, measurement and marketing gives him a cross-functional perspective that will support PHD Australia’s growing effectiveness agenda.

Connecting Measurement With Strategy

As Head of Effectiveness, Clugston will work with client-side insights and data teams while drawing on Omnicom Media’s specialist Marketing Analytics and Consumer Research capabilities.

A key part of his mandate will be integrating stronger measurement and effectiveness practices into PHD’s planning and strategy functions, helping teams better connect data and evidence with marketing decisions.

Effectiveness as a Strategic Priority

Laura Nice, CEO, PHD Australia, said effectiveness remains an important component of the agency’s broader strategic direction.

“Effectiveness is one of our strategic pillars as an agency as we work towards becoming the most pioneering media and communications business in Australia, and bringing Dave on board is a huge step towards that ambition,” Nice said.

Nice assumed the PHD Australia CEO role in November 2025 as part of a broader leadership reshuffle within Omnicom Media Group. Bielenberg moved into a national strategy leadership role the previous year.

Strengthening Accountability for Media Investment

Bielenberg said Clugston’s appointment would strengthen PHD’s ability to connect sophisticated measurement approaches with clients’ commercial priorities.

“Dave’s appointment is a step change for PHD, which will further elevate our ability to help clients navigate increasingly complex measurement stacks; connect silos across insights, analytics and marketing teams; and ensure that every dollar we invest for our clients is accountable to commercial outcomes,” he said.

Clugston on the Growing Role of Effectiveness

Clugston highlighted the increasing importance of effectiveness as marketers place greater emphasis on measurable business impact.

“Effectiveness is at the heart of everything PHD does – driving growth and building brands,” he said, adding that a strong focus on effectiveness would increasingly influence which agencies succeed in the market.

Continued Investment in Strategy and Measurement

Clugston’s appointment forms part of PHD Australia’s continued investment in its strategy and effectiveness capabilities as the agency expands its client portfolio.

The agency’s clients include Bunnings Warehouse and OpenAI, alongside its wider portfolio across sectors. With the creation of the new role, PHD Australia is placing greater emphasis on evidence-led planning, sophisticated measurement and demonstrating the commercial impact of media and communications investment.