Our answer was a brand new kind of technology platform for PHD. Source is a proprietary global operating system, designed to encourage participation and collaboration across a global network of 2,500 employees throughout 70 markets by using gamifaction techniques.

Effectively, we turned PHD into a global, massively multiplayer online game.

Knowing one of our objectives was to foster high levels of collaboration across all channels of our business, it made sense to help everyone within PHD work together in real-time, using game mechanics. PHD thinkers earn ‘Pings’ for contributing their ideas to Source. The more contributions (whether in terms of audience profiles, messaging models, even investment plans) the more Pings earned. Performance measures and contributions are visible to all within the agency and agency users are able to see how they’re performing on a real-time global leader-board, which also tracks top contributors and shows connection trails.

Source has the effect of fostering truly global strategic planning, making planning a daily activity and pushing the best ideas to the top. The platform puts hundreds of people to work on client business on a global level at one time and incorporates local teams and worldwide influences to inform decisions.

If users achieve added tiers, they can leverage their Source performance to apply for inter-office transfers. This added features has enabled Source to quickly become a vital tool for development and retention of PHD staff.

Source has comprehensively transformed PHD’s business and culture. More than 1,500 planners in 75 countries now use it every day, and it has accelerated the service PHD offers, bringing real-time data tools, advanced strategic modeling and optimization algorithms to all clients.

As well as driving talent strategy, business development and marketing, the program has helped PHD win multiple Agency of the Year awards, and new global clients including Unilever, Kraft and VW.