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Is traditional marketing dead? What is the future of marketing? Nicole Yershon, Director Innovative Solutions of Ogilvy shares her insights and strategies.
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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:
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
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