PHD Malaysia launches PlayPen

PHD Malaysia has launched a new platform, PlayPen, to connect digital media innovators to clients.

PlayPen was developed in line with PHD’s efforts of harnessing gamification to encourage the spirit of collaboration and sharing of ideas. After a two year beta test, PHD’s boldest innovation, SOURCE – a new global operating system rooted in gamification – was rolled out to each office in the region.

"We are working exclusively with key media partners and clients to test these platforms for a period of time, so we can gather data to learn and optimise how these new media platforms can boost future marketing campaigns. All results will be used by the media partners to tweak and improve their products before actual rollout," Jimmy Lim (pictured), general manager, PHD Malaysia said.

The platform functions as a media lab and will showcase a range of upcoming technologies and platforms from media owners, which will be tested in collaboration with clients and PHD to drive media innovation. The first product to be tested on PlayPen is ‘Social Hub’ which is developed by online marketing platform Innity.

“Social Hub is an integrated content destination that powers the brand's marketing and advertising efforts while helping them build a community of followers and influencers. As a result, it provides actionable data and audience insights,” said Phang Chee Leong, CEO, Innity.

“PHD PlayPen comes timely as we continue our momentum to push innovation in the region and Malaysia is one of the key markets that we are investing in for accelerated growth in 2015,” added Susana Tsui, CEO, PHD APAC.

Andreas Vogiatzakis, CEO, Omnicom Media Group Malaysia added that the agency believes that innovation is the only way to achieve disproportionate and transformational ROI.

"It has our fostered strategic thinking on a day-to-day basis. PlayPen is revolutionary, contagious and embodies our challenger spirit in driving better ideas and results," said Vogiatzakis.