PHD readies collaborative global operating system

Omnicom network PHD is set to "gamify" the way it works with a new global operating system that will encourage participation and collaboration between its 77 offices.

Mark Holden: worldwide strategy and planning director at PHD
Mark Holden: worldwide strategy and planning director at PHD

According to PHD, the system, which is called Source, has been constructed using game mechanics, with the objective of fostering "high levels" of collaboration.

Source will replace planning tool Etna, which was introduced around 2005 when PHD was a much smaller network.

The platform will allow employees from 64 countries to log on and submit campaign ideas for the agency’s various clients including Unilever, Bentley, Sony, GSK, Gap, HBO, Starbucks and Google.

It will initially be open only to PHD staff, but from a point in the first quarter of the year parts of the system will also be accessible to clients.

PHD staff, though not clients, will be able to see how they are performing individually on a real-time global leaderboard, with points allotted for various reasons.

Mark Holden, worldwide strategy and planning director of PHD, said: "Source has been in development for close to two years. It is our attempt to allow everyone within PHD to be able to tap into the PHD mind.

"We have so many brilliant thinkers across the world, now they can innovate across many other briefs and be celebrated for this. By the first of January 2013, anyone that joins PHD is also joining an MMO – a 'massively multiplayer online game'."

Mike Cooper, worldwide chief executive of PHD, said: "Implementing a gamified system is of huge benefit to our clients, with the best thinking rising to the top. It also fosters strategic planning and promotes the function by implementing it into daily activity."

PHD claimed the system is based on "cutting edge" marketing theory drawn from the following three areas:

  • The latest insights that have emerged from the social sciences – particularly recent studies into behavioural economics and choice architecture
  • The most commercially applicable insights that have emerged from cognitive neuroscience – particularly studies into neuromarketing and insights from PHD’s own fMRI research'
  • The paradigm-shifting learnings that have emerged from marketing meta-analysis – particularly the insights uncovered by Australia's Ehrenberg Bass Institute

Holden added: "This intelligence has enabled PHD to create a strategy and idea-generation system that will foster incredibly powerful thinking."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

PHD co-founder Jonathan Durden reflects 25 years on

PHD co-founder Jonathan Durden reflects 25 years on

Who knew that a global phenomenon could be spawned from such humble beginnings? PHD co-founder Jonathan Durden takes a trip down memory lane.

Share
Friday's lesson? We should all be more unprofessional

Friday's lesson? We should all be more unprofessional

What kind of time is 18:05 to you? Home time? Carry on working time? Bloody big glass of wine time? At Brand Republic we know it's often time to recoup, when the day's meetings are over and you can catch up on the most important developments of the day. Our 18:05 digest brings you the five things you need to know at the end of every day. Whether it's the top news stories, what's trending on social, what the wider media is saying or irreverent inspiration for your journey home - we've got it covered. And don't worry, we'll keep it short.

Share
#MediaWeek30 set for bumper issue and party on 29 April

#MediaWeek30 set for bumper issue and party on 29 April

Media Week's 30th celebrations are taking shape, offering the chance for the UK's vibrant commercial media businesses to get involved.

Share

Get news by email