Nicole Yershon was tasked with bringing Ogilvy into the 21st century by overhauling its broadcast and video capabilities. She created Redworks Broadcast to transition Ogilvy London from analog to digital. As Director of Innovative Solutions, Yershon established Ogilvy's Digital Lab to inspire and enable innovation through workshops, education, partnerships, and events using new technologies like eye-tracking floor projections. The Lab works with clients including Unilever and GSK to develop innovative digital solutions and has proven valuable for commercializing creative industries in the UK.
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. 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.
8. 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
30. HOW TO SPOT TALENT & COMMERCIALISE BRITAIN’S
CREATIVE INDUSTRIES
31. “TWO SUCCESSFUL YEARS
HAVE PROVEN THAT ACCESS
TO PEER SUPPORT,
INDUSTRY EXPERTISE AND
MARKET INTELLIGENCE IS
INVALUABLE.”
CLARE REDDINGTON, DIRECTOR OF ISHED
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