The Ogilvy Digital Lab is a global network of hubs established in 2008 to partner with clients and educate employees on new technologies and media. The London Digital Lab aims to inspire creative solutions through workshops, internal education, client projects, research partnerships, and knowledge sharing. The Labs work across disciplines to enable innovative revenue streams for Ogilvy and address problems such as skills gaps through their Semesters of Learning program.

1. Nicole Yershon
Director, Innovative Solutions
Ogilvy & Mather

3. OGILVY DIGITAL LAB
The Ogilvy Digital Lab is a hub for partnerships, research education and knowledge sharing
around new media and innovative communications.
Ogilvy became the first communications agency in the world to establish a global network of
Digital Labs in March 2008, with London opening it’s doors to their own Lab in November that
year. The other Labs are based in New York, Beijing, Singapore, Tokyo and Sao Paulo
The 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.

4. 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

5. 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 programme
1) 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

6. New Lab Hubs Model
WORK LEARN
PLAY

7. PROBLEM: Education
SOLUTION: Semesters of Learning
How video can create the edge for your brand

8. PROBLEM: Who out there is good, bad and indifferent
SOLUTION: Add to Semester of Learning

9. PROBLEM: Only knew TV/Print
SOLUTION: Build partnerships

10. PROBLEM: How to implement new media/tech not done before
SOLUTION: Ask for it to be part of Semesters of Learning

11. PROBLEM: How to share this knowledge
SOLUTION: Hold monthly global calls with the Labs community

12. PROBLEM: How do our clients know about this
SOLUTION: Introduce Labs to clients and new business

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

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

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

16. PROBLEM: Introduce music's change within the industry & new players
SOLUTION: Music Lab Day & concerts

17. EDUCATION AND MENTOR PARTNERS – RESULTED IN THE ROUGH DIAMOND COLLABORATION
PROBLEM: Same talent pool
SOLUTION: Found new pools to fish in

18. PROBLEM: To be media/discipline/tech/ platform agnostic
SOLUTION: Workshops facilitated by non-Ogilvy partners

19. Thank you for listening
Nicole Yershon
Director, Innovative Solutions
Ogilvy & Mather UK
Direct Line: +44 (0)207 345 3112 Email: nicole.yershon@ogilvy.com
iPhone: +44 (0)797 331 4434 Twitter: @nicoleyershon
Blackberry: +44 (0)777 645 2913 Skype: nicoleyershon