This article was first published on peacefmonline.
PHD West and Central Africa (PHD WECA), is celebrating the performance of its local workforce in the use of the agency’s game-changing media planning operating system and for contributing to global network’s rise to the top of new business league tables by RECMA and R3.
Omnicom Media Group topped the 2016 Major Wins report from the Research Company Evaluating the Media Agency Industry (RECMA), ranking the net new business balance of wins and departures during the past year. Winning 29 percent of the USD 20.1 billion in ad spend that changed hands in 2016 globally, across its three agency networks, Omnicom Media Group ended the year with a net new business balance of USD 4.4 billion.
“PHD currently holds the titles for network of the year with Adweek, Campaign and Cristal concurrently. This is a reflection of the success in each and every market, so we have every good reason to celebrate our teams local and global” said CEO of PHD West and Central Africa, Bright Ladzekpo.
PHD is acknowledged globally as a pioneer in communications planning and ahead of its peers with its own operating system called “SOURCE”, which brings the global workforce together to collaborate on assignments using the massively multi-player online role playing and gaming platform.
In 2016, the most successful year PHD’s history as a global media agency with more new business wins than any other network. Last year also saw the team Ghana break into the top 10 ranking for the use of its gamified media plan operating system “SOURCE”, at the 9th position being the highest ranked African team placing just behind PHD US on the official rankings by country at the close of last year.
Wassim Nashiru from the team Ghana put in an outstanding performance by winning a Gold and a Bronze for Producing and Overall skillsets respectively in the individual player rankings for last year.
Team Nigeria has also broken into the top 10 for the first time, rather audaciously, at the 6th position based on the official ranking of country teams in the network released at the end of Q1 2017 from usage data for nearly 4,000 of PHD’s staff in its offices across the globe.
Mark Holden, worldwide strategy and planning director said “Source has changed the way people at PHD work. Now people come to work each day and play the game – the result and effect of which has enhanced planning and innovation for our clients across the world. This has been achieved without us truly maximising the full potential of game thinking which suggests that the opportunity for brands, business and communities at large is highly significant.”
It is a cloud-based software that has been constructed based on cutting edge marketing theory and the latest insights from recent studies into Behavioural Economics as well as the most commercially applicable insights that have emerged from cognitive neuroscience – particularly studies into Neuro-marketing. This provides PHD’s planning teams the most advanced global marketing insights and helps to shape and enhance innovative thinking as well as efficient use of their time. This is because the tool has embedded into it, links to research reports, audience research data and plugs into online research panels. It is accessible across devices and as such available on their PCs, MACs, tablets or smart phones in the form of a mobile application, “SOURCE Mobile”.
“PHD Ghana is strongly positioned and prepared to provide world class communications planning services to support the marketing efforts of its local and international clientele in Ghana and across West Africa, using tools that tap into the collective talent pool from our network of offices around the globe” said Bright Ladzekpo, CEO of PHD West and Central Africa.
“With Source, we are scaling up technology-enabled and content-led communications strategies in our market to underscore our mission of finding a better way in all we do from planning and buying media to how we work across markets” he said.