Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

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Is traditional marketing dead? What is the future of marketing? Nicole Yershon, Director Innovative Solutions of Ogilvy shares her insights and strategies.

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  • I started my career in advertising twenty-three years ago at two of London's most traditional and creative agencies.   Over the last four years, I have built up RedWorks Broadcast (previously Domain), Ogilvy London's digital hub. RedWorks Broadcast covers all broadcast and video editing (on and off line) and includes digital broadcast global delivery2005 saw my focus shift to new media, exploring and exploiting 360 marketing elements on all evolving media platforms. Ogilvy now regularly produces non-traditional advertising: from long form content, flooding Second Life, live webcasting with Girls Aloud, streaming, podcasting and digital escalator panels to name but a few.Myself and my team have recently launched OgilvyOne’s Digital Innovations Lab to spot talent and bring innovative ideas to market for their Brands and have also launched Unilever's Innovation Lab at their Headquarters in London in March of this year.
  • Begin to do in this facility. Internet brands/technologies/relevancy
  • -Need to include the “output” of Labs; because we have our 4 pillars and support team, what does that mean we really create?
  • Launch & results
    Over 200 Unilever marketers have toured the Lab since launch, exposing them to new consumer technologies and behaviours; opening their eyes to new opportunities for campaigns
    Global Media Communications Planners – seed new activity, ideas and campaigns among brand teams with budgets.
    Outputs include Digital Innovation Workshops, Ogilvy-client field trips, Unilever proposal to roll its Lab out globally
  • Ad-funded by technology partners
    Bring new clients into Ogilvy, e.g. Knorr and Clinton’s Cards
    All-day brainstorming sessions designed to find digital, innovative solutions to client’s business problems (see takeaway)
    Facilitated by Ogilvy, attended by digital, strategic and creative leads from Ogilvy
    First workshop led to immediate engagement between Hellmann’s, Knorr, Ogilvy NY and tech partners
  • Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

    1. 1. Nicole Yershon Director, Innovative Solutions, Ogilvy Group UK
    2. 2. BRINGING OGILVY INTO THE 21ST CENTURY
    3. 3.  “The ad industry is passing through one of the most disorienting periods in its history.  This is due to a combination of long-term changes, such as the growing diversity of media, and new technologies, most notably the internet.  Consumers have become better informed than ever before, with the result that some of the traditional methods of advertising and marketing simply no longer work.” TRADITIONAL MARKETING METHODS WILL NO LONGER WORK, MCKINSEY, ARTICLE FROM THE ECONOMIST
    4. 4. MY JOURNEY In 2000, I was given the brief by Ogilvy London's Chairman to “bring Ogilvy into the 21st century. My first four years with Ogilvy saw me overhaul the agency’s broadcast and video-editing capabilities; taking them from analogue to digital. With the creation of Redworks Broadcast. Ogilvy London now leads the agency’s global network in the management and broadcast of digital assets.
    5. 5. REDWORKS BROADCAST
    6. 6. Flooding of Second Life Girls aloud webcast IBM Digital Escalator Panels EXAMPLES
    7. 7. THE ROLE OF LABS Labs guides business teams via a support group focused on:Labs guides business teams via a support group focused on: 1. Workshops & consultancy 1. Workshops & consultancy The Role of Labs is to Inspire & Enable innovation to drive business growth within the agency & for our clients The Role of Labs is to Inspire & Enable innovation to drive business growth within the agency & for our clients 2. Education 2. Education 3. Partners 3. Partners 4. Events 4. Events All showcased and promoted within the physical Lab space Successful first-time innovation projects + sustainable innovation platforms
    8. 8. EXAMPLE OF TECHNOLOGY – EYECLICK FLOOR PROJECTION
    9. 9. WHAT DOES IT OFFER?
    10. 10. WHAT DOES IT OFFER?
    11. 11. WHAT DOES IT OFFER?
    12. 12. WHAT DOES IT OFFER?
    13. 13. WHAT DOES IT OFFER?
    14. 14. WHAT DOES IT OFFER?
    15. 15. WHAT DOES IT OFFER?
    16. 16. WHAT DOES IT OFFER: REPUTATION BUILDER – STAFF RETENTION
    17. 17. LAB CLIENTS
    18. 18. UNILEVER: ‘LAB IN A BOX’
    19. 19. LAB WORK
    20. 20. IBM WIMBLEDON SEER
    21. 21. FANTA STEALTH SYSTEM
    22. 22. LAB EVENTS
    23. 23. GSK SOUK
    24. 24. LAB DAYS
    25. 25. LAB LUNCHES
    26. 26. VARIOUS CLIENTS: DIGITAL INNOVATION WORKSHOPS
    27. 27. MENTORING
    28. 28. HOW TO SPOT TALENT & COMMERCIALISE BRITAIN’S CREATIVE INDUSTRIES
    29. 29. “TWO SUCCESSFUL YEARS HAVE PROVEN THAT ACCESS TO PEER SUPPORT, INDUSTRY EXPERTISE AND MARKET INTELLIGENCE IS INVALUABLE.” CLARE REDDINGTON, DIRECTOR OF ISHED
    30. 30. OGILVY DIGITAL LAB SIZZLE

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