This story appears in the November 2014 issue of Strategy.

Source, PHD’s planning tool, has been the driver of the Silver MAOY winner’s planning structure for more than two years, and much has been made of its point system that gives planning at the agency a competitive element. But its current iteration has two features that are reflective of today’s industry and how PHD has been responding to it.

Fred Forster, president and CEO of PHD Canada, says “Everything is morphing. Digital is programmatic and video and search and all those things. These folks have to be at a table together because everybody has to understand the client strategy and business goals, and figure out what the best way to meet them is.”

This approach to planning seems to be appealing to clients. In RECMA’s Compitches report, PHD Canada was the only Canadian agency and one of just 17 globally to score an A+ ranking for the number of successful pitches it has had this year. The agency was also recognised at the Internationalist Awards, earning Gold for the Canadian Tire “Ice Truck” and Peroni’s “La Dolce Vita,” and Silver for Grolsch’s “Choose Interesting,” all campaigns that had utilized multiple platforms in their plans.

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