PHD UAE’s Luca Allam laments the reducing nature of buzzwords like “gamification” in a digital essay for Campaign

Luca Allam, Head of Digital at PHD UAE (Omnicom Media Group), has written an essay on the importance of not getting caught up on the term ‘gamification’, but to ensure we work towards what it stands for. The article is featured in this month’s Campaign magazine. Luca urges us to not become too wrapped up in the buzzword itself, but rather strive towards what it represents.

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