Chief Strategy Officer EMEA for PHD Worldwide.
Malcolm contributed to building PHD's global planning system, Source. Working with leaders within the gamification space, and co-authoring books on gamification, he helped PHD launch the media world's first gamified planning system, which has been the catalyst to winning some of the world's largest global communications planning accounts.
His books focus on challenger brand behavior- Overthrow: 10 Ways to Tell a Challenger Story, 2012); gamification- Game Change, 2013; and artificial intelligence- Sentience: The coming AI Revolution and the Implication for Marketers, 2015.
“Innovation,” he says, “is one of those elusive things that gets bandied around as the answer to everything. Whereas it might not be the answer to everything, it does live up to the hype of being the thing that can change the way things are done, or the fortunes of a brand or company forever. For this reason, we ensure innovation and strategy sit hand in hand – our strategy directors shape the solution to a client problem, and our innovation directors devise the smartest new ways of delivering that solution.”
He adds, “Innovation can often be cultural. It doesn’t have to be technical. For this reason, translating innovative ideas to multi markets with a multitude of different cultures can prove difficult. Finding an innovative solution to a problem that transcends markets and cultures is hard. But this is a good thing. If we have an ambition to be the best at creating innovation, we need it to be hard because only then can it also be rewarding when we crack it!”