Ogilvy & Mather innovation lab

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Building digital capacity for the arts
Seminar 4: Emerging business models for the digital environment
Nicole Yershon, Director of Innovative Solutions, Ogilvy (UK)
Keynote: ‘Painting the how’

BBC Academy and Arts Council England have joined forces to offer training and guidance to the arts sector across England on how to maximize the creation and distribution of high quality arts content for audiences on digital platforms, including online, mobile and internet protocol television.

The Building Digital Capacity for the Arts programme, announced in September 2010, will support the development of the arts sector’s media production skills by bringing together the BBC Academy’s media and digital experience with the Arts Council’s extensive knowledge of the arts sector.

The initial programme runs from March 2011 - August 2012 and consists of a series of practical seminars and workshops.

For more information and video and audio content from this series visit
http://www.artscouncil.org.uk/digitalcapacity

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Ogilvy & Mather innovation lab

  1. 1. Nicole YershonDirector, Innovative Solutions Ogilvy & Mather
  2. 2. OGILVY DIGITAL LABThe Ogilvy Digital Lab is a hub for partnerships, research education and knowledge sharingaround new media and innovative communications.Ogilvy became the first communications agency in the world to establish a global network ofDigital Labs in March 2008, with London opening it’s doors to their own Lab in November thatyear. The other Labs are based in New York, Beijing, Singapore, Tokyo and Sao PauloThe Lab’s aim is to introduce clients and Ogilvy employees to new technology to inspire,enhance and deliver great creative solutions to business and marketing problems.
  3. 3. DEFINING THE OFFER: WHAT IS THE LAB? The Lab is… • a change agent for Ogilvy & Mather UK = 11 disciplines, 1200 employees The Lab is not… • just a room full of pink and fluffy toys • A standalone department • Someone else’s job • A production arm • A room • About doing digital
  4. 4. THE ROLE OF THE LABS The Role of Labs…Is to inspire and enable innovation to drive business growth within Ogilvy & Mather and for our clients How? Via our Semesters of Learning programme1) Client workshops & 6) Research & consultancy Development 2) Internal education & 5) New Business enablement 3) Partners 4) Client inspiration Lab Rats across Group and Creative Interface Successful Innovation projects that enable replicable revenue streams
  5. 5. New Lab Hubs Model WORK LEARN PLAY
  6. 6. PROBLEM: EducationSOLUTION: Semesters of Learning How video can create the edge for your brand
  7. 7. PROBLEM: Who out there is good, bad and indifferentSOLUTION: Add to Semester of Learning
  8. 8. PROBLEM: Only knew TV/PrintSOLUTION: Build partnerships
  9. 9. PROBLEM: How to implement new media/tech not done beforeSOLUTION: Ask for it to be part of Semesters of Learning
  10. 10. PROBLEM: How to share this knowledgeSOLUTION: Hold monthly global calls with the Labs community
  11. 11. PROBLEM: How do our clients know about thisSOLUTION: Introduce Labs to clients and new business
  12. 12. PROBLEM: Ogilvy don’t pay for research & developmentSOLUTION: Get money for Rory Sutherland (Vice Chairman) speaking fees
  13. 13. PROBLEM: Get inspiration of companies near our front doorSOLUTION: Build partnerships to make exciting projects happen via Silicon Roundabout tours
  14. 14. PROBLEM: Ogilvy giving something back (CSR)SOLUTION: Labs get involved in Ideas Shop
  15. 15. PROBLEM: Introduce musics change within the industry & new playersSOLUTION: Music Lab Day & concerts
  16. 16. EDUCATION AND MENTOR PARTNERS – RESULTED IN THE ROUGH DIAMOND COLLABORATIONPROBLEM: Same talent poolSOLUTION: Found new pools to fish in
  17. 17. PROBLEM: To be media/discipline/tech/ platform agnosticSOLUTION: Workshops facilitated by non-Ogilvy partners
  18. 18. Thank you for listening Nicole Yershon Director, Innovative Solutions Ogilvy & Mather UKDirect Line: +44 (0)207 345 3112 Email: nicole.yershon@ogilvy.comiPhone: +44 (0)797 331 4434 Twitter: @nicoleyershonBlackberry: +44 (0)777 645 2913 Skype: nicoleyershon

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