future of marketing | nicole yershon, ogilvy digital lab

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Nicole Yershon Director, Innovative Solutions, Ogilvy Group UK

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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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Page 1: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

Nicole YershonDirector, Innovative

Solutions,

Ogilvy Group UK

Page 2: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

BRINGING OGILVY INTO THE 21ST CENTURY

Page 3: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

“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

Page 4: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

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.

Page 5: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

REDWORKS BROADCAST

Page 6: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

Flooding of Second Life

Girls aloud webcast

IBM Digital Escalator Panels

EXAMPLES

Page 7: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab
Page 8: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

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

Page 9: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab
Page 10: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

EXAMPLE OF TECHNOLOGY – EYECLICK FLOOR PROJECTION

Page 11: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 12: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 13: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 14: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 15: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 16: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 17: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER?

Page 18: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

WHAT DOES IT OFFER: REPUTATION BUILDER – STAFF RETENTION

Page 19: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

LAB CLIENTS

Page 20: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

UNILEVER: ‘LAB IN A BOX’

Page 21: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

LAB WORK

Page 22: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

IBM WIMBLEDON SEER

Page 23: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

FANTA STEALTH SYSTEM

Page 24: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

LAB EVENTS

Page 25: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

GSK SOUK

Page 26: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

LAB DAYS

Page 27: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

LAB LUNCHES

Page 28: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

VARIOUS CLIENTS: DIGITAL INNOVATION WORKSHOPS

Page 29: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

MENTORING

Page 30: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

HOW TO SPOT TALENT & COMMERCIALISE BRITAIN’S CREATIVE INDUSTRIES

Page 31: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

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

CLARE REDDINGTON, DIRECTOR OF ISHED

Page 32: Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

OGILVY DIGITAL LAB SIZZLE