Ogilvy & Mather innovation lab

Nicole YershonDirector, Innovative Solutions Ogilvy & Mather

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.

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

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

New Lab Hubs Model WORK LEARN PLAY

PROBLEM: EducationSOLUTION: Semesters of Learning How video can create the edge for your brand

PROBLEM: Who out there is good, bad and indifferentSOLUTION: Add to Semester of Learning

PROBLEM: Only knew TV/PrintSOLUTION: Build partnerships

PROBLEM: How to implement new media/tech not done beforeSOLUTION: Ask for it to be part of Semesters of Learning

PROBLEM: How to share this knowledgeSOLUTION: Hold monthly global calls with the Labs community

PROBLEM: How do our clients know about thisSOLUTION: Introduce Labs to clients and new business

PROBLEM: Ogilvy don’t pay for research & developmentSOLUTION: Get money for Rory Sutherland (Vice Chairman) speaking fees

PROBLEM: Get inspiration of companies near our front doorSOLUTION: Build partnerships to make exciting projects happen via Silicon Roundabout tours

PROBLEM: Ogilvy giving something back (CSR)SOLUTION: Labs get involved in Ideas Shop

PROBLEM: Introduce musics change within the industry & new playersSOLUTION: Music Lab Day & concerts

EDUCATION AND MENTOR PARTNERS – RESULTED IN THE ROUGH DIAMOND COLLABORATIONPROBLEM: Same talent poolSOLUTION: Found new pools to fish in

PROBLEM: To be media/discipline/tech/ platform agnosticSOLUTION: Workshops facilitated by non-Ogilvy partners

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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Ogilvy & Mather innovation lab

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