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.
The system is based on insight from social sciences, commercially applicable insights from cognitive neuroscience and paradigm-shifting learnings from marketing meta-analysis by the Ehrenberg Bass Institute.
Mike Cooper, worldwide CEO of PHD said: “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”.
Source also helped PHD secure the Unilever account in June. The FMCG giant spending $6bn a year on ads, handed various global communications planning duties to PHD in June.
As gamification continues to take root in the UK, it’s highly significant that this is the second newsflash in a month in which a British company has sought to use gamification to increase collaboration and productivity among its staff.