Post on 13-Apr-2017
Nicole YershonDirector, Innovative Solutions
Ogilvy & Mather
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.
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
THE ROLE OF THE LABS
Lab Rats across Group and Creative Interface
Successful Innovation projects that enable replicable revenue streams
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 programme1) Client workshops
& consultancy2) Internal education
& enablement3) Partners 4) Client inspiration
5) New Business
6) Research & Development
LEARNWORK
PLAY
New Lab Hubs Model
PROBLEM: EducationSOLUTION: Semesters of Learning
How video can create the edge for your brand
PROBLEM: Who out there is good, bad and indifferentSOLUTION: Add to Semester of Learning
PROBLEM: Only knew TV/PrintSOLUTION: Build partnerships
PROBLEM: How to implement new media/tech not done beforeSOLUTION: Ask for it to be part of Semesters of Learning
PROBLEM: How to share this knowledgeSOLUTION: Hold monthly global calls with the Labs community
PROBLEM: How do our clients know about thisSOLUTION: Introduce Labs to clients and new business
PROBLEM: Ogilvy don’t pay for research & developmentSOLUTION: Get money for Rory Sutherland (Vice Chairman) speaking fees
PROBLEM: Get inspiration of companies near our front doorSOLUTION: Build partnerships to make exciting projects happen via Silicon Roundabout tours
PROBLEM: Ogilvy giving something back (CSR)SOLUTION: Labs get involved in Ideas Shop
PROBLEM: Introduce music's change within the industry & new playersSOLUTION: Music Lab Day & concerts
EDUCATION AND MENTOR PARTNERS – RESULTED IN THE ROUGH DIAMOND COLLABORATION
PROBLEM: Same talent poolSOLUTION: Found new pools to fish in
PROBLEM: To be media/discipline/tech/ platform agnosticSOLUTION: Workshops facilitated by non-Ogilvy partners
Nicole YershonDirector, Innovative
SolutionsOgilvy & Mather UK
Email: nicole.yershon@ogilvy.comTwitter: @nicoleyershonSkype: nicoleyershon
Direct Line: +44 (0)207 345 3112iPhone: +44 (0)797 331 4434Blackberry: +44 (0)777 645 2913
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