PHD to gamify the way it works

The system, called Source, has been constructed using game mechanics - with the objective of fostering high-levels of collaboration.  The system functions as a strategy framework and, at the same time, a live-collaboration engine that allows for everyone within PHD to work together in real-time, effectively functioning as what’s known as an MMO (Massively Multiplayer Online) game.

The thousands of people within PHD will be able to see how they are performing on a real-time global leader-board.

Duong XuanHoa, General Manager of PHD Vietnam said: “It’s a marvelous tool that provides the optimisation on media investment especially on digital, the fast growing channel in Vietnam, that leads to the saving of minimum 25 per cent on total media budget. In addition, the tool fundamentals ensure strategic planning framework whilst the worldwide expert inputs in real-time add the great experiential outputs for every plans.

“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, 2013, anyone that joins PHD is also joining an MMO - a 'massively multiplayer online game',” Mark Holden, worldwide strategy and planning director of PHD said.

The system, which has been developed over the last two years, has been built based on cutting edge marketing theory drawn from three key areas:

- The latest insights that have emerged from the social sciences – particularly the recent studies into Behavioural Economics and, with this, 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 The Ehrenberg Bass Institute.

“This intelligence has enabled PHD to create a strategy and idea generation system that will foster incredibly powerful thinking,” added Holden.