PHD has long been a clear intellectual leader in the industry, and whilst technology has been commoditizing other agencies’ positioning, PHD saw the opportunity to use technology to re-affirm this leadership to its clients. A new Media Planning and Operations system which melds data with game-theory and social software: Source.

Source is built as a global multi-player game, one you win by essentially doing your job right. Each action you take in Source (segmenting an audience, contributing an idea, optimizing reach etc.) earns you ‘Pings’. You can track your performance versus your local and global colleagues on leaderboards. By gamifying the planning process, Source reinforces every day with every action the culture that PHD wants to create.

Managing Director Claus Andersen explains how PHD Copenhagen uses the tool and how it provides PHD with advantages in creating new media strategies and plans for our clients.

Read the entire press release here