Future of Marketing | Nicole Yershon, Ogilvy Digital Lab

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Nicole Yershon was tasked with bringing Ogilvy into the 21st century by overhauling its broadcast and video capabilities. She created Redworks Broadcast to transition Ogilvy London from analog to digital. As Director of Innovative Solutions, Yershon established Ogilvy's Digital Lab to inspire and enable innovation through workshops, education, partnerships, and events using new technologies like eye-tracking floor projections. The Lab works with clients including Unilever and GSK to develop innovative digital solutions and has proven valuable for commercializing creative industries in the UK.

Business News & Politics

Nicole Yershon
Director, Innovative
Solutions,
Ogilvy Group UK

 “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.

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
Successful first-time innovation projects +
sustainable innovation platforms

EXAMPLE OF TECHNOLOGY – EYECLICK FLOOR PROJECTION

WHAT DOES IT OFFER: REPUTATION BUILDER
– STAFF RETENTION

VARIOUS CLIENTS: DIGITAL INNOVATION WORKSHOPS

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

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Building digital capacity for the arts Seminar 4: Emerging business models for the digital environment Nicole Yershon, Director of Innovative Solutions, Ogilvy (UK) Keynote: ‘Painting the how’ BBC Academy and Arts Council England have joined forces to offer training and guidance to the arts sector across England on how to maximize the creation and distribution of high quality arts content for audiences on digital platforms, including online, mobile and internet protocol television. The Building Digital Capacity for the Arts programme, announced in September 2010, will support the development of the arts sector’s media production skills by bringing together the BBC Academy’s media and digital experience with the Arts Council’s extensive knowledge of the arts sector. The initial programme runs from March 2011 - August 2012 and consists of a series of practical seminars and workshops. For more information and video and audio content from this series visit http://www.artscouncil.org.uk/digitalcapacity

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