KPMG MADTech: How to Trend Your Brand
•Download as PPTX, PDF•
0 likes•401 views
I was kindly asked along to speak about Ogilvy Labs and the world of MADTech (Marketing and Advertising Technology) on the 20th July 2015 to a room full of agencies, brands and startups at KPMG’s ‘How to Trend Your Brand’ event. It was an incredibly full event, and the atmosphere was certainly that of people hungry to learn, adapt and move forward. Huge thanks to KPMG for inviting me along!
Recommended
Recommended
More Related Content
Recently uploaded
Recently uploaded (20)
Featured
Featured (20)
KPMG MADTech: How to Trend Your Brand
- 1. OGILVY & MADTECH GEMMA MILNE Creative Lab Technologist @ogilvy_lon_lab // @gkmilne1
- 2. SO WHY ARE WE HERE?
- 3. HOW DO WE GET INVOLVED?
- 5. GEMMA MILNE @ogilvy_lon_lab // @gkmilne1 THANK YOU.
Editor's Notes
- Innovation facilitation within Ogilvy Group – so basically we make sure we are ahead of the curve, we are doing things differently, we are diverse…to ultimately be both a better agency but also serve our clients better.
- Things are changing – startup ecosystem is shaking up the world of agencies and corporates. The agency model is changing – selling time isn’t enough, we need to be selling ideas. But how do you showcase your abilities over the hundreds of other agenices (big and small) – by diversifying. By showing capability outside the usual advertising / comms realm. At Pgilvy this is about changing the way we work, from hiring more diversely so we have a much broader creative offering, but also by being very open to partnerships so we can create more than our in house capability – matching our creative input with products. Same can be said for corporates, startups are operating at break neck speed and are overtaking larger / slower / more political organisations to get to market / solve problems. It’s not about trying to take over one another, it’s about working in collaboration to make the most of both organisations -the corporates scale with the startups agility The truth of the matter is that if either of us shun working with smaller companies, we will be the ones to be left behind. We need the speed and the innovation in order to stay ahead of the curve.
- Mutually beneficial partnerships – not supplier and corporate – learn from one another Understanding each other – corporates need to understand that startups don’t operate with decks and multiple meetings and long project times, and startups need to understand that corporates cannot pivot as quickly, that they cannot experiment as freely without a business case, that they will only buy into things which fit into / complement existing systems (they can’t overthrow their whole business for one solution) Corporates need to invest in innovation, Allow experimentation somehow, reframe the idea of failure as learning, whether that’s by having in house innovation time, by getting someone like Collider on board to help manage the process, by allowing their agencies to take the reigns (but not for free..!)
- How we do it at Ogilvy Long history of working with startups to enhance our offering and help them grow Working with Collider to ensure our expertise in the MadTech space specifically – they give a structure to the process of innovating in the space, educating us all at the same time Labs measures itself on what we do as oppose to what we talk about We also believe innovation can come from anywhere so we try to create a culture which welcomes ideas outside what is seen as the usual