Ogilvy & Mather innovation lab

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Nicole Yershon Director, Innovative Solutions Ogilvy & Mather

Transcript of Ogilvy & Mather innovation lab

Page 1: Ogilvy & Mather innovation lab

Nicole YershonDirector, Innovative Solutions

Ogilvy & Mather

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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.

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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

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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

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LEARNWORK

PLAY

New Lab Hubs Model

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PROBLEM: EducationSOLUTION: Semesters of Learning

How video can create the edge for your brand

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PROBLEM: Who out there is good, bad and indifferentSOLUTION: Add to Semester of Learning

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PROBLEM: Only knew TV/PrintSOLUTION: Build partnerships

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PROBLEM: How to implement new media/tech not done beforeSOLUTION: Ask for it to be part of Semesters of Learning

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PROBLEM: How to share this knowledgeSOLUTION: Hold monthly global calls with the Labs community

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PROBLEM: How do our clients know about thisSOLUTION: Introduce Labs to clients and new business

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PROBLEM: Ogilvy don’t pay for research & developmentSOLUTION: Get money for Rory Sutherland (Vice Chairman) speaking fees

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PROBLEM: Get inspiration of companies near our front doorSOLUTION: Build partnerships to make exciting projects happen via Silicon Roundabout tours

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PROBLEM: Ogilvy giving something back (CSR)SOLUTION: Labs get involved in Ideas Shop

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PROBLEM: Introduce music's change within the industry & new playersSOLUTION: Music Lab Day & concerts

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EDUCATION AND MENTOR PARTNERS – RESULTED IN THE ROUGH DIAMOND COLLABORATION

PROBLEM: Same talent poolSOLUTION: Found new pools to fish in

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PROBLEM: To be media/discipline/tech/ platform agnosticSOLUTION: Workshops facilitated by non-Ogilvy partners

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Nicole YershonDirector, Innovative

SolutionsOgilvy & Mather UK

Email: [email protected]: @nicoleyershonSkype: nicoleyershon

Direct Line: +44 (0)207 345 3112iPhone: +44 (0)797 331 4434Blackberry: +44 (0)777 645 2913

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