Meet the 2025 Media Minds: PHD

As the quarter-final stage of the 2025 Media Mind tournament approaches, The Media Leader is shining a spotlight on some of the brightest quiz contenders.

These are industry experts whose sharp knowledge has propelled their agencies to the knockout rounds.

Here, meet Sarah Nugent, managing director of PHD. Nugent has played an important role in her team reaching this point in the competition. But what makes her tick?

PHD will compete against Walk-In Media on 25 September.

Sarah Nugent, managing director, PHD

How did you get into the advertising industry?

I wanted to work in advertising since junior school (a little odd, I granted), so I applied for grad schemes.

What is your favourite medium and why?

OOH — it grabs attention in seconds, can’t be skipped and gives something back to the streets it lives on.

Favourite media brand?

That’s like asking me to pick a favourite child! Or between my dogs.

What’s is your favourite ad campaign?

Sony “Balls” by Fallon. It was everywhere. And I can still remember the music from the TV ad.

Biggest change in the media industry over the next five years?

Measurement going from too much smoke and mirrors to actual science (fingers crossed).

You want to impress a new client. Which restaurant do you take them to?

The River Cafe. Phenomenal.

What is your favourite fashion brand and why?

If there was no Me+Em, I wouldn’t have a wardrobe.

What is your favourite film and why?

See above about picking between family members. The Shawshank Redemption is the film I’ve probably watched most. That or Dumb and Dumber.

What are you listening to, watching or reading at the moment?

I’m reading Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin and just finished series four of Slow Horses. Gary Oldman is masterful in it.

Favourite local café or bar?

The Hope in Wandsworth Common, my local. The dogs are very fond of the biscuits.

Finally, what has been your personal highlight of Media Mind to date?

Watching the team bond by unleashing their inner gladiators.

Want to see who else has made it this far? Check out the full line-up here 

And if you think your team has what it takes, make sure you secure one of the limited places for Media Mind 2026 by contacting [email protected]