This article was first published on Campaign
PHD Malaysia has launched a new platform, PlayPen, to connect digital media innovators to clients. PlayPen essentially functions as a media lab to showcase a range of upcoming technologies /platforms from media owners, which will be tested in collaboration with clients and PHD to drive media innovation.
The first product to be tested on PlayPen is ‘Social Hub’ developed by Innity, a leading provider of interactive online marketing platforms and technologies for advertisers and publishers in Asia Pacific, with a stronghold in South East Asia.
‘We are working exclusively with key media partners and clients to test these platforms for a period of time, so we can gather data to learn and optimize how these new media platforms can boost future marketing campaigns. All results will be used by the media partners to tweak and improve their products before actual rollout’ said Jimmy Lim, General Manager of PHD Malaysia.
“Social Hub is an integrated content destination that powers the brand’s marketing and advertising efforts while helping them build a community of followers and influencers. As a result, it provides actionable data and audience insights. We are pleased to collaborate with PHD Malaysia on PlayPen, and continue to improve our products which will benefit marketers”, said Phang Chee Leong, CEO of Innity.
PlayPen was developed in line with PHD’s efforts of harnessing gamification to encourage the spirit of collaboration and sharing of ideas. After a 2 year beta test, PHD’s boldest innovation, SOURCE- a new global operating system rooted in gamification -was rolled out to each office in the region
‘At PHD we believe that innovation is the only way to achieve disproportionate and transformational ROI. It has our fostered strategic thinking on a day-to-day basis. PlayPen is revolutionary, contagious and embodies our challenger spirit in driving better ideas and results,’ added Andreas Vogiatzakis, CEO of Omnicom Media Group Malaysia
“PHD PlayPen comes timely as we continue our momentum to push innovation in the region and Malaysia is one of the key markets that we are investing in for accelerated growth in 2015. PlayPen will be an immense asset in helping our clients find new and better ways to connect with their consumers”, added Susana Tsui, CEO, PHD APAC.