PHD launches its global operating system
PHD, part of Omnicom Media Group, is set to "gamify" the way it works with the launch of a global operating system called Source that will encourage participation and collaboration across its network.
“Everyone here is totally enthused by this. We can maximise the full power of global PHD resources through one single point, providing client solutions with better innovation, creativity and rigor that clearly address the opportunities and challenges of our changed media landscape,” Jerapol Yavapan, managing director of PHD Thailand, said last week.
Source uses game mechanics to foster high levels of collaboration and functions as a strategy framework and a live-collaboration engine that allows for everyone within PHD to work together in real time, effectively functioning as an MMO (massively multiplayer online) game.
The thousands of people within PHD can see how they are performing on a real-time global leader board.
Clint Easthorpe, CEO of Omnicom Media Group Thailand, said Source revolutionises the way PHD operates.
‘MORE THAN PLANNING’
“It’s more than a planning system. It’s an attitude, and it has been built around key strategic communication elements such as cutting-edge technology, social networking, data resource and validation, and of course, gaming,” he said.
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 January 1, anyone that joins PHD is also joining an MMO,” he said.
The system has been built on cutting-edge marketing theory drawn from three key areas:
lThe latest insights that have emerged from the social sciences, particularly the recent studies into behavioural economics and, with this, choice architecture.
lThe most commercially applicable insights that have emerged from cognitive neuroscience, particularly studies into neuromarketing and insights from PHD’s own fMRI research.
lThe paradigm-shifting learnings that have emerged from marketing meta-analysis, particularly the insights uncovered by the Ehrenberg Bass Institute.
“This intelligence has enabled PHD to create a strategy and idea generation system that will foster incredibly powerful thinking,” he said.
