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"This is something you wouldn't have thought a media agency could put together," says PHD president Fred Forster. "It's harder for media agencies because [the industry] hasn't caught up yet in terms of remuneration."
2007 is also shaping up to be a good year for the media shop. It's worked on several high-profile campaigns, including the Sunsilk "Bride Has Massive Hair Wig Out" viral effort and the media-rich Dove Pro-Age campaign in Quebec. For the former, PHD took the concept, the brainchild of Capital C, and leveraged it into a "Wig Out Weekend" on MuchMusic, featuring branded content compounded by exclusively Sunsilk commercials.