How PHD profited from constraint

by Sarah Shearman



This excerpt form “A Beautiful Constraint” explores how PHD applied “can if” thinking to its business

Adam Morgan and Mark Barden’s new book, “A Beautiful Constraint,” discusses how to find solutions to constraint-driven problems. This excerpt details how PHD overcame the challenge of competeing for business and winning awards against larger agencies.

PHD is a global media planning and buying agency, a division of Omnicom, with a strong industry and client reputation as a thought leader in the business. They recognized, as they pitched for large global clients against the giants of their own category, that they would never be able to compete like for like with the size of the account teams and resources that these larger companies could offer.

Their solution was to offer a client not the same or a slightly larger team to work on their business, but everyone in the agency worldwide — over 3,000 people.

They did this through the development of a proprietary technology platform called Source, which allows clients to share a brief with everyone within PHD, and motivated responsiveness in the company through gamification, including a leaderboard of the most active contributors.

Read now: Campaign’s Sarah Shearman talks to Adam Morgan about the beauty of constraint

The innovation offered the additional benefit of developing locally relevant solutions to global briefs, thereby circumventing regional “it won’t work here” pushback from the local markets. Unilever, GSK and VW Group are just three of the clients that have given PHD large global contracts in competitive pitches since the introduction of Source.



Connected Automotive: Trends, Drivers & Disruptions

  A major white paper we have commission and contributed to, authored by digital technology guru Andy Hobsbawm. This document analyses the future for the automotive industry viewed through the marketing technology lens. It is a must read for anyone working in automotive      

We’re looking for the new rising star…are you the one?

Now Hiring a Account Executive / System Helpdesk for Code in our London office !  

OMD’s CEO, mention the adoption of Vision as a main priority for 2015!

Mainardo de Nardis, OMD’s CEO, mention the adoption of Vision, our innovative operating system for OMD, as a main priority for 2015! “Vision […] used by 10.000 people across the world[… ] It is helping us to generate better conversations with our clients, to elevate the level of our contributions and to really connect marketing…

Marketing Technology Landscape Supergraphic (2015)

Great work from Scott Brinker! This is a must-read for anyone in Marketing Technology industry. Everyone at Code Worldwide is glad to feature in this 2015 landscape. ( Asset & Resource management )

9 Inspiring New Year’s Resolutions from Agency Execs including Matt’s from Code Worldwide

  It’s a rite of passage for entering the New Year — the practice of making resolutions. You consider your health, relationships, and career during the past year and resolve to be better. But your waist size and pocketbook aren’t the only things that can benefit from a renewed focus. Your agency needs an examination of its…

Season’s greetings!! from everyone at Code Worldwide!

Joe Havill Joins Code Worldwide As Client Services Director

    Joe Havill joins Code Worldwide as Client Services Director. In this new position, Mr. Havill is responsible for overseeing and leading Code’s Media Technologies team by devising client strategy, developing client relationships and delivering client objectives. Mr. Havill, working closely with Code Worldwide COO, Ed Freed will oversee Code’s work for OMD and PHD on their…

5 ways adZU saves our clients’ money

   1. Client A uses adZU to automate production of 1500 print ads per month. Previously, the client’s agency charged £100 per ad customisation fee, around £150 000 per month. adZU has reduced this cost by more than 90%. 2. adZU allowed Client B to switch marketing investment from print to digital. Previously, they would invest around…

Play at it! The serious game of changing global businesses!

Matt, Code founder and CEO,  have been selected as a contributor for “Play”. Play is a magazine published by Hall & Partners. This issue explores the role of ‘Play’ in building stronger relationships between people and brands, building relationships that matter in their real lives.   Matt’s article:   I run a technology consultancy. When…

WordPress Appliance - Powered by TurnKey Linux