Published on: September 8, 2026
PHD Australia has strengthened its strategy and measurement capabilities with the appointment of David Clugston as its first head of effectiveness, a newly established position focused on advancing the agency’s approach to evidence, measurement and effectiveness.
In the 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 include accounts such as Virgin Australia, ANZ Bank and Volkswagen Group.
Clugston brings nearly 20 years of experience spanning marketing analytics, media effectiveness and measurement science across the Asia-Pacific region. His career has included both agency and client-side roles, with senior analytics positions within the Omnicom network as well as experience working with Microsoft and Woolworths.
As head of effectiveness, Clugston will collaborate with client-side insights and data teams while drawing on Omnicom Media’s specialist Marketing Analytics and Consumer Research capabilities. He will also focus on integrating stronger measurement and effectiveness practices into PHD’s planning and strategy functions.
PHD Australia CEO Laura Nice said effectiveness remains a key 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 assumed the PHD Australia CEO position in November 2025 during a broader leadership reshuffle within Omnicom Media Group. Bielenberg moved into a national strategy leadership role the previous year.
Bielenberg said Clugston’s appointment would help PHD strengthen the connection between sophisticated measurement approaches and 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.”
Clugston highlighted the growing importance of effectiveness as marketers place increasing emphasis on measurable business impact.
“Effectiveness is at the heart of everything PHD does – driving growth and building brands. That commitment is particularly exciting because I believe an obsession with effectiveness will ultimately determine which agencies thrive and which fall behind.”
The appointment forms part of PHD Australia’s continued investment in its strategy and effectiveness capabilities as the agency expands its client portfolio, which includes Bunnings Warehouse and OpenAI.
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