PHD Melbourne has been appointed as the media agency of record for McCain, a market-leading frozen food company in Australia. This sees the agency snatching the contract away from Cummins&Partners, who were re-appointed in late 2021 and held both media and creative.

PHD Melbourne's responsibilities will include media strategy, media planning and buying across all channels. McCain competes in various frozen food categories, including frozen potato, frozen pizza, frozen vegetables and frozen meals. PHD Melbourne's appointment follows a competitive pitch that took place late last year. Mi3 understands PHD Melbourne only pitched for the media account.

"The team and I are delighted to be appointed by McCain as their new media agency of record. It feels like a great match and we’re looking forward to helping to grow McCain brands for many years to come," said Managing Director, PHD Melbourne, Simon Lawson.

PHD began work on the McCain account in Q4 of the previous year. PHD is part of the Omnicom Media Group, a division of Omnicom Group.