Media Agency PHD Gamifies its Workforce to Promote Global Collaboration

Great example of an agency embracing technology to create better internal collaboration for the external benefit of their clients

Omnicom Media Groups’s agency PHD has used gamification in its latest innovation in the workplace, and has just launched a new system that aims to encourage global collaboration among its staff.

This follows on the heels of the news two weeks ago of a similar more by Capgemini to gamify its workforce using the London-based Leaderboarded.

PHD, however, which runs over 70 offices in more than 60 markets, has built its own operating system, called “Source”, enabling its employees to work together in real-time.

It’s taken PHD two years to develop Source, and it was a key part of the pitch which helped the Omnicom Media Group agency to secure Unilever as a client in June.

Mark Holden, PHD’s Worldwide Strategy and Planning Director said: “It is our attempt to allow everyone within PHD to be able to tap into the PHD mind.

“We have so many brilliant thinkers across the world, now they can innovate across many other briefs and be celebrated for this. By January 1, 2013, anyone that joins PHD is also joining an MMO.”

Source is a strategic framework which works like a mass multiplayer online game (MMO) and will allow the thousands of employees in offices across the globe to see where they rank and collaborate in real time.

“This intelligence has enabled PHD to create a strategy and idea generation system that will foster incredibly powerful thinking” says Holden.

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