LONDON: PHD, the media network owned by Omnicom Group, is attempting to transform its approach to collaboration by rolling out an in-house platform embracing the principles of "gamification".
The company, which runs over 70 offices in more than 60 markets, has built a global operating system, called "Source", enabling its employees to work together in real-time.
Mark Holden, PHD's worldwide strategy and planning director, argued that this platform, which has been in development for two years, drew on similar ideas as any "massive multiplayer online game".
"It is our attempt to allow everyone within PHD to be able to tap into the PHD mind," he said, adding that its staff could now simply provide ideas and solutions for briefs in overseas nations.
Research in behavioural economics, and specifically choice architecture, and neuroscience informed the design of Source, as did "meta-analysis" of the sector, especially by The Ehrenberg Bass Institute.
"This intelligence has enabled PHD to create a strategy and idea generation system that will foster incredibly powerful thinking" says Holden.
Alongside facilitating co-operation and providing a framework for strategic decision-making, Source will also host a "leader board" charting the relevant output of PHD employees across the globe.
"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," said Mike Cooper, PHD's worldwide chief executive.
Unilever, the FMCG giant spending $6bn a year on ads, handed various global communications planning duties to PHD in June, in an indication of the growing need for an international agency business model.
Data sourced from PHD; additional content by Warc staff