PHD to gamify the way it works

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.

"Source has been in development for close to two years and we're proud to have contributed to its development and testing. It is a game changing development as it allows everyone within PHD to be able to tap into the PHD mind," said Elda Choucair, general manager of PHD UAE.

"This adds to the robust thinking and science behind all our strategies and recommendations by facilitating the highest level of collaboration and participation," she added.

"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," Mike Cooper, worldwide CEO of PHD, explained.

The system 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 Institute1.

"This intelligence has enabled PHD to create a strategy and idea generation system that will foster incredibly powerful thinking," Mark Holden, worldwide strategy and planning director of PHD, added.

"With so many brilliant thinkers across the world, we are now able to let them innovate across many other briefs and be celebrated for this," he added.