PHD is set to gamify the way it works with the launch of a new global operating system that will encourage participation and collaboration across its network.
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 (Massive 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.
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 1st of January 2013, anyone that joins PHD is also joining an MMO - a 'massively multiplayer online game'.”
Mike Cooper, worldwide CEO 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”.
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:
1. The latest insights that have emerged from the social sciences – particularly the recent studies into Behavioural Economics and, with this, Choice Architecture.
2. The most commercially applicable insights that have emerged from cognitive neuroscience – particularly studies into Neuromarketing and insights from PHD’s own fMRI research
3. 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” says Holden.