OgilvyEntertainment creates compelling narratives that fuel deeper connections between brands and consumers. In Forces of Change & The Importance of Narrative, President Doug Scott explores how disruptive innovation is driving new forms of content, creativity and engagement. While "storytelling" may be the latest trend, narratives have no limits in today's transmedia world. The state of play has shifted and the key is to activate deep content experiences driven by the power of NARRATIVE.

1. FORCES OF CHANGE
&
NARRATIVE
THE IMPORTANCE
OF

2. DOUG SCOTT
President & Founder

3. PART I.
FORCES OF CHANGE

4. THE ARTIST THE LABEL THE ALBUM
THE RECORDING INDUSTRY.

5. 8-TRACK CASSETTE CD MP3

6. 12.5MM 6MM
THE SINGLE THE ALBUM

7. THE MEDIA
COMPANY
THE NETWORK THE CHANNEL
THE TELEVISION INDUSTRY.

8. TV SERIES HULU iTUNES

9. DISRUPTIVE INNOVATION
CHANGED EVERYTHING.
AGAIN.

10. TIME SHIFT
FROM PRIMETIME
TO ON DEMAND
• The average American spends more than 41 hours
each week engaging with content across all screens
• The rate of daily mobile media consumption is two
hours and 22 minutes - five times higher than in 2010.
• Over 6 billion hours of video are watched each month
on YouTube - that’s almost an hour for every person on
Earth and 50% more than last year.

11. SCREEN SHIFT
FROM SHARED SCREEN
TO TV EVERYWHERE
• The U.S. has more than 5 million “Zero TV” homes
and 67% of these homes get content on other devices

12. SOCIAL SHIFT
FROM LEAN BACK
TO LEAN IN
• There are more than 850 million monthly active Facebook users.
• There are over 800 million social interactions around TV programs on
their air date.
• In 2012, 17 billion location-tagged posts and check-ins were logged.
• Each day, Twitter users send over 400 million tweets.
• More than 5 million photos are uploaded to Instagram each day.

13. TELEVISION IS THE
SHARED SCREEN.

14. MOBILE IS THE
FIRST SCREEN.

15. REACHING CONSUMERS IS
A MOVING TARGET.
More than 1.4 billion
people use social
networks.
Consumers
spend 10.7 hrs
per day with all
forms of media.
83% of tablet
owners use the
device while
watching TV.
The App economy is said
to be worth $25 billion.
67 million iPads were
sold in 2011 and 2012.
12% of internet traffic
comes from mobile.

16. THE MEDIA LANDSCAPE
CONTINUES TO EVOLVE.
Internet advertising
hit $99 billion in 2012.
67% of consumers
use a smartphone.
80% of
households have
laptop computers.
4 out of 10 people
check social
networks while
watching TV.
72 hours of video are
uploaded to YouTube
every minute.
Global e-commerce
sales will top $1.25
trillion by 2013.
“By the end of the
decade, everyone on
Earth will be connected.”
- Eric Schmidt

17. CONSUMERS
CONTROL...
WHERE
ATTENTION IS PAID & TRUST IS PLACED
WHEN
BRAND MESSAGING IS RELEVANT
HOW
DEEPLY TO ENGAGE WITH BRANDS

18. CREATE
CONTENT CONNECTING WITH CONSUMERS IN THEIR
MOST RECEPTIVE STATE
TECHNOLOGY ENABLES BRANDS TO...
LEVERAGE
MULTIPLE PLATFORMS ACROSS OWNED, EARNED
AND PAID MEDIA CHANNELS
ACCESS
REAL-TIME DATA SHOWING
HOW CONSUMERS INTERACT
WITH THEIR MESSAGING

19. CONSUMERS ARE CONDITIONED...
LIKE PAVLOV’S DOGS
TO CONSUME CONTENT BASED
ON BEHAVIORAL TRIGGERS...
DRIVEN BY
ON DEMAND MICRO CONTENT

20. THE NEW REALITY
People have a growing appetite for
experiences allowing them to delve
deeper into NARRATIVES. Not just linear
stories but ongoing narratives that mix
with and enhance everyday life.

21. PART II.
THE IMPORTANCE
OF NARRATIVE

22. NARRATIVE CREATES
A CONTEXT FOR
INTERPRETING ALL
PERCEPTIONS.
STEPHEN DINEHART
NARRATIVE DESIGNER

23. NARRATIVES ALLOW A
BRAND TO FLOURISH IN A
TRANSMEDIA WORLD...
UNFOLDING ACROSS A
RICH SET OF MEDIA.
JOHN HAGEL
DELOITTE CENTER
FOR THE EDGE

24. ARE STORIES TOO LINEAR?
BEGINNING
MIDDLE
THE END.

25. STORYTHE TYPICAL
Once upon a time...
...happily ever after.

26. STORIES ARE ABOUT
PLOT AND ACTION.
NARRATIVES ARE ABOUT
PEOPLE AND POTENTIAL.

27. NARRATIVE
ESSENTIALS
STAND APART
BE UBIQUITOUS
CONFRONT A CONFLICT
CELEBRATE THE UNKNOWN
FILL THE EMOTIONAL WELL

28. IMMERSIVE
INTERACTIVE
INTEGRATED
IMPACTFUL
1
2
3
4

29. STORYLINE vs.
STORYWORLD
SINGLE vs.
MULTI PLATFORM
PUSH vs.
PULL
INDIVIDUAL vs.
PARTICIPATORY

30. MOTIVATE
ACTION
IGNITE
PASSION
REACT
IN REAL TIME
DELIVER
ON DEMAND
THE MINDSET
FOSTER
COLLABORATION

31. CONNECTED
CONSUMER
SOCIALIZED
CONTENT
BRAND
IDEAL
Invitesconsumer
toparticipate
Thebrand’sbestselfAccessescontent
when&where
theywantit
THE STATE OF PLAY

32. BRAND
IDEAL CONNECTED
CONSUMER
SOCIALIZED
CONTENT
THE
SWEET
SPOT

33. THE BRANDSCAPE
Collaborative Equity
Contextualized Experiences
Audience Driven Narratives
Entertainment Value & Utility
Authenticity to Brand Ideals
Co-Creation & Original Entertainment
IP Ownership

34. RED BULL STRATOS

35. INTEL / TOSHIBA THE BEAUTY INSIDE

36. PERRIER SECRET PLACE

37. LACTA LOVE IN THE END

38. FORCES
OF CHANGE
ARE FUELING
NEW FORMS
OF CREATIVITY
& ENGAGEMENT

39. PART III.
INSPIRATION
TO LIVE BY

40. BE PERSONAL &
{ PERVASIVE }

41. FORGET THE
... PAST

42. DRIVE
DESIRE <3

43. CREATE
# MEANING

44. DELIVER
IMPACT !!

45. ENGAGE
DEEPLY
~~~

46. UNLEASH
DISCOVERY :)

47. UTILITY IS +++
POWER

48. SMART
DATA
1011000110110010100110100101

49. DEVIATE FROM
---LINEAR---

50. /// SUSTAIN
YOUR MESSAGE

51. THE DOORS HAVE
OPENED
)( WIDE )(

52. X BREAK X
THE SCREEN

53. THE WORLD
IS YOUR
=PLATFORM=

54. JOIN THE
REVOLUTION
***

55. THE TIME IS
NOW

56. YOU CAN IGNITE
MOVEMENTA

57. THE POWER
IS IN YOUR HANDS

58. WHAT’S
YOUR
NARRATIVE?

59. OgilvyEntertainmentBlog.com
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YouTube.com/OgilvyEntertainment
@OgilvyEnt
DOUG SCOTT
THANK YOU.
*
Doug.Scott@Ogilvy.com
President & Founder