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SXSW 2017: Festival Highlights

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The SXSW Interactive Festival plays a gigantic role in our industry as innovation, digital and marketing professionals head to Austin to get the run-down on the latest platforms, opportunities and implications for brands and marketers.

This session is brought to you by Laurie Close, Head of Global Brand Partnerships at Ogilvy and James Whatley, Planning Partner - Innovation at Ogilvy & Mather London.

Published in: Marketing

SXSW 2017: Festival Highlights

  1. 1. #OGILVYSXSW – F E S T I V A L H I G H L I G H T S – L I V E F R O M
  2. 2. #OGILVYSXSW James Whatley Planning Partner - Innovation @whatleydude Laurie Close Global Brand Partnerships @laurieec1
  3. 3. #OGILVYSXSW S WHERE YOU’RE DIALLING IN FROM
  4. 4. #OGILVYSXSW TODAY’S PRESENTATION 1. WTF IS SXSW? (SUPER QUICK) 2. TRENDS AND THEMES (THE MEAT) 3. MAIN TAKE-OUTS (IT AIN’T JUST BBQS & BEER) 4. THE WEIRD, THE WOW AND THE FUN (STAY FOR THIS)
  5. 5. #OGILVYSXSW OK SO WAIT, WTF IS SXSW?
  6. 6. #OGILVYSXSW
  7. 7. #OGILVYSXSW STUFF TO SEE
  8. 8. #OGILVYSXSW
  9. 9. #OGILVYSXSW SO WHAT ARE THE TRENDS
  10. 10. #OGILVYSXSW CHATBOT OVERLOAD 1
  11. 11. #OGILVYSXSW CHATBOT OVERLOAD 1 20+ different talks on Chatbots Technology Development The Science of Conversation Conversation Commerce Bots as Humans
  12. 12. #OGILVYSXSW CHATBOT OVERLOAD 1What are Bots good for? - Helping SXSW attendees? - Replacing Apps? - Doing a Google search? - Helping people stop smoking? - Helping Refugees? And what about accountability?
  13. 13. #OGILVYSXSW VR + 360 VIDEO 2
  14. 14. #OGILVYSXSW 2 Every other stand had a VR experience 360 video is most easily accessible Creative trends are barely starting Language definition What’s next? VR + 360 VIDEO EVERYWHERE
  15. 15. #OGILVYSXSW VR + 360 VIDEO 1Sparks to noodle on: - 360 video is HARD. - You need to invest in experts. - What are the A/V story-telling cues? - Don’t forget to re-train your audience - Pro Tip: edit in a headset
  16. 16. #OGILVYSXSW VR + 360 VIDEO 1“If you’re counting eyeballs, you should turnaround, leave the session. VR today is about depth not reach. Come back in 10yrs.” - Ola Bjorling, 360 video director
  17. 17. #OGILVYSXSW CONNECTED HOME 3
  18. 18. #OGILVYSXSW 3 AI in the Home House as Product Interconnected Devices Security Problems Connected Clothes CONNECTED HOME
  19. 19. #OGILVYSXSW CONNECTED HOME 1 Sony Xperia Touch turns any surface into a touchscreen.
  20. 20. #OGILVYSXSW CONNECTED HOME 1 Kasita is a build-to-spec portable PRODUCT home.
  21. 21. #OGILVYSXSW CONNECTED HOME 1Thinking points: - Why don’t our devices have one interface? - Who will win the voice battle? - What about ads via your home AI?
  22. 22. #OGILVYSXSW THE ETHICS OF… 4
  23. 23. #OGILVYSXSW THE ETHICS OF… 4 Interaction Design Algorithms Coding Your Workforce Chatbots & AI
  24. 24. #OGILVYSXSW THE ETHICS OF… 1More than ever before, SXSW conferences had a huge focus on and around ethical wellness. - Bots that help - The ethics of interaction design - The ethics of your workforce - #HumaneTech - Bursting Filter Bubbles #AltMiddle
  25. 25. #OGILVYSXSW VIDEO FIRST WORLD 5
  26. 26. #OGILVYSXSW 5 Consumption is changing Rediscovering Long-Form Budget v Demand Snapchat + FacebookVIDEO FIRST WORLD
  27. 27. #OGILVYSXSW VIDEO FIRST WORLD 1 Thinking points: - Demand has literally doubled (and continues to do so, YoY. Budgets have not moved - something has to give. - Content as ‘lumber’ (or timber) - The Power of LIVE - Facebook: in or out? - Snapchat is continually making in-roads with publishers
  28. 28. #OGILVYSXSW KEY TAKEOUTS CHATBOT OVERLOAD 1. THE CHATBOT REVOLUTION IS HERE AND IT IS HAPPENING 2. AND THE GOOD NEWS IS: OGILVY ARE ALL OVER IT 3. NOW IS THE TIME TO MAKE AN IMPACT AND DEFINE THE CATEGORY 4. TRY AND SOLVE AN ACTUAL PROBLEM 5. DATA, DATA, DATA
  29. 29. #OGILVYSXSW KEY TAKEOUTS VR + 360 VIDEO 1. FIRST THING FIRST: THEY’RE TWO DIFFERENT THINGS! 2. CONSUMERS ARE CATCHING ONTO THE LATTER 3. THE FORMER IS STILL SUPER NASCENT / INDIVIDUAL 4. RETRAIN YOUR THINKING BUT ALSO RETRAIN YOUR VIEWER 5. ROSE TROCHE AND IMRAAN ISMAIL ARE LEADERS IN THE SPACE
  30. 30. #OGILVYSXSW KEY TAKEOUTS CONNECTED HOME 1. DO NOT BUILD FOR TODAY - BUILD FOR 5YRS FROM NOW 2. HOME AS PRODUCT 3. SECURITY 4. THINK ABOUT ADVERTISING (AFTER THE SALE) 5. THE TECH IS CATCHING UP - QUICKLY
  31. 31. #OGILVYSXSW KEY TAKEOUTS ETHICS 1. CONNECTED DEVICES: CAN YOU TRUST THEM? 2. DEVELOPERS HAVE BIAS. 3. WHO ARE YOUR AUDIENCE? DO YOU/YOUR PRODUCT/BRAND / YOUR ADVERTISING REFLECT SOCIETY? #ALTMIDDLE / #GETOUTTHERE 4. RESPONSIBLE CONTENT 5. USE YOUR POWER FOR GOOD
  32. 32. #OGILVYSXSW KEY TAKEOUTS THE IMPACT OF A VIDEO FIRST WORLD 1. VOX, VICE, NYT: EXPERIMENT WITH NEW PLATFORMS 2. PRODUCTION BUDGETS DON’T MOVE, SO HOW CAN YOU? 3. LIVE IS HAPPENING - BUT ACROSS MULTIPLE CHANNELS 4. INVEST IN UP-SKILLING (CREATIVE + PRODUCTION) 5. USE. EVERYTHING.
  33. 33. #OGILVYSXSW LETS GET WEIRD…
  34. 34. #OGILVYSXSW 1
  35. 35. #OGILVYSXSW WOW, WOOOW.
  36. 36. #OGILVYSXSW GARETH EDWARD
  37. 37. #OGILVYSXSW LANDING ON MAR
  38. 38. #OGILVYSXSW GAME OF THRONES, BECAU
  39. 39. #OGILVYSXSW RAG N BONE MAN
  40. 40. #OGILVYSXSW FUN STUFF!
  41. 41. #OGILVYSXSW
  42. 42. #OGILVYSXSW
  43. 43. #OGILVYSXSW ASK US A QUESTION
  44. 44. #OGILVYSXSW WHERE CAN YOU GET THIS DE Ogilvy Employee? themarket.ogilvy.com Clients and general public? slideshare.net/socialogilvy
  45. 45. #OGILVYSXSW THANK YOU!

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