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Nicole Yershon Director, Innovative Solutions, Ogilvy Group UK

Ogilvy Digital Labs

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Nicole YershonDirector, Innovative

Solutions,

Ogilvy Group UK

BRINGING OGILVY INTO THE 21ST CENTURY

“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

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.

REDWORKS BROADCAST

Flooding of Second Life

Girls aloud webcast

IBM Digital Escalator Panels

EXAMPLES

THE ROLE OF LABS

Labs guides business teams via a support group focused on:

1. Workshops & consultancy

The Role of Labs is to Inspire & Enable innovation to drive business growth

within the agency & for our clients

2. Education

3. Partners

4. Events

All showcased and promoted within the physical Lab space

Successful first-time innovation projects + sustainable innovation platforms

EXAMPLE OF TECHNOLOGY – EYECLICK FLOOR PROJECTION

WHAT DOES IT OFFER?

WHAT DOES IT OFFER?

WHAT DOES IT OFFER?

WHAT DOES IT OFFER?

WHAT DOES IT OFFER?

WHAT DOES IT OFFER?

WHAT DOES IT OFFER?

WHAT DOES IT OFFER: REPUTATION BUILDER – STAFF RETENTION

LAB CLIENTS

UNILEVER: ‘LAB IN A BOX’

LAB WORK

IBM WIMBLEDON SEER

FANTA STEALTH SYSTEM

LAB EVENTS

GSK SOUK

LAB DAYS

LAB LUNCHES

VARIOUS CLIENTS: DIGITAL INNOVATION WORKSHOPS

MENTORING

HOW TO SPOT TALENT & COMMERCIALISE BRITAIN’S CREATIVE INDUSTRIES

“TWO SUCCESSFUL YEARS HAVE PROVEN THAT ACCESS TO PEER SUPPORT, INDUSTRY EXPERTISE AND MARKET INTELLIGENCE IS INVALUABLE.” CLARE REDDINGTON, DIRECTOR OF ISHED

OGILVY DIGITAL LAB SIZZLE