Collaborative hacks, where creativity meets technology, are extremely powerful in demonstrating how to change people’s lives. In this webinar, we discuss and answer all your burning questions about these incredible partnerships.

1. FOR
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CREATIVITY & TECHNOLOGY

2. Hello!
Rob Blackie
Digital Strategy
Dayoan Daumont
Innovation Director
OgilvyOne/OgilvyRED

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5. APPLIED INNOVATION
5
A
Dayoan Daumont . dayoan.daumont@ogilvy.com
Ann Higgins . ann.higgins@ogilvy.com
JUMP START CREATIVE THINKING TOWARDS APPLICATION
I

6. Applied Innovation
6
=
Startup Mentality +
Client Problems +
Agency Experience +
Cognitive Insights
Working solution to solve
business objective through a
combination of creative,
behaviour strategy, and
cognitive systems

7. Applied Innovation Framework
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Insights
Problem
Solution
Make MVP BC MVP Beta Scale It Up
Working Hypothesis
High level feasibility
• Effort
• Return
Business Value Assessment
• Cognitive Business Case
• Engagement Plan
Cognitive Vision & Roadmap
• Preliminary Cognitive
Journey
MVP Business Case
Product Cycle (2 weeks)
• Costumer Journeys
• Full Business Requirements
• Sprint Backlog
Dev Sprints MVP Beta (2 weeks)
• Limited Release
Launch Beta Release
Agile Production Cycle
• Optimisation
• Improvement
• Launch
• Repeat
Public Release
4 - week sprint2 - week sprint4 day sprint (hack) timing based on size of engagement

8. How do we deploy it
The “Making” takes the form of a hack, a compressed period of time where OgilvyRED and its
extended network bring a mix of experts to tackle a client objective. There are 2 key factors to its
success:
1. Partnerships, not any one agency has all the skills or expertise needed, partnerships are
key to solving the objectives in order to making something tangible in the end.
2. The skillset of each team must be diverse, but must include a developer, designer, and
digital strategist
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9. Cognify the Health of a Nation
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an IBM & Ogilvyinitiative
Applied Innovation in action

10. and
Ogilvy and IBM have been strategic partners and collaborators for over 50 years. Our relationship
goes beyond Agency/Client, we are partners that look to each other for inspiration and growth.
For Ogilvy it’s an opportunity to introduce our clients to the power of Watson and in the process
establish our role as innovators and thought leaders.
For IBM it creates a stronger relationship with Ogilvy and WPP as well as extending the influence
of Watson beyond the engineering and into the creative aspects of agency solutions
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11. 11
https://youtu.be/ZBPd-frLT0s

12. Augmented Intelligence
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13. Cognitive systems - IBM Watson
Cognitive [kog-ni-tiv]
(adjective): of, relating to or involving
conscious mental activities (such as thinking,
understanding, learning and remembering)
• Cognitive systems understand human
expressions – textual, verbal, visual
• By reasoning about the actual intention or
problem being addressed
• They learn how to recognise patterns of
meaning through examples and feedback
• And they interact with humans in their own
terms, and in a way that inspires people
• ... and do so at enormous scale.
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14. IBM Watson is a cognitive system that can…
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UNDERSTAND
Cognitive systems
understand imagery,
language and other
unstructured data
like humans do.
REASON
They can reason,
grasp underlying
concepts, form
hypotheses, and
infer and extract
ideas.
LEARN
With each data
point, interaction and
outcome, they
develop and sharpen
expertise, so they
never stop learning.
INTERACT
With abilities to see,
talk and hear,
cognitive systems
interact with humans
in a natural way.

15. Watson provides five main cognitive capabilities to help drive a more
personalised consumer relationship
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Language
Enables computers to “understand” large volumes of text, and
interrogate that data by man or machine
Empathy Enables computers to understand emotion, intent & personality
Speech Enables voice interaction with applications
Vision
Allows users to understand the contents of an image or video
frame, for example, answering the question: “What is in this
image?”
Data Insights
Enables vast volumes of unstructured data to be understood,
ordered, searched & presented for easy analysis

16. Why?
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17. 17
http://www.campaignlive.co.uk/article/ogilvy-ibm-watson-ran-hackathon-healthcare/1437971
Cognitive computing and machine learning are the latest in a long
line of hot tech to capture our imagination and expand the possible.
It has been re-imagined from Ex-Machina and SkyNet to the Miss
Piggy Chat Bot. But sometimes the promise is greater than the
application. We aim to demonstrate how the promise and its
application can intersect to create true impact on people’s lives.
The healthcare of a nation is measured by the most basic
components, the individual citizen making a multitude of small and
personal decisions. In Big Data the same applies, the large pool of
data is only valuable when it’s personally relevant in the hands of the
individual. Together with cognitive computing we will aim to make
national health and well-being personal.
Healthcare’s success will not only help the individual live better and
longer lives but the nation’s own economic and innovation growth.
A nation that cares for its citizens is one that reaps its growth.

18. Who?
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19. 19
The invitation went out to many of our clients within this vertical.
The hackathon’s briefs were drafted by Ogilvy UK, IBM, and the
brands that jumped to the opportunity, Nestle, Boots, & Beacon
Medical Group.
As a qualifier for participation each partner needs to make sure
that the business objective are aligned to the overall “Health of a
Nation” but that it comes with supporting data.
Watson is incredibly powerful but without data, many sources,
and a way to capture it its limited. As an addition to what the
brands will bring Ogilvy and IBM will work to source and make
available additional data sources or insights for the teams.
For the hack itself we required sample data sets, as we move
the ideas beyond the hack into a long term project the data
sets would then need to become larger and more robust.

20. What?
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21. 48 Hackers . 48 Hours . 5 Briefs
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22. 22
Brief Build Present
3 Weeks before the hack the
teams were brought together
and briefed by the clients. 5
briefs, 8 teams, & 48
participants. They met their
team mates and were
assigned a brief.
A 2 day build, 48 hours to
crack the brief. Each team
spent the first 3 hours
figuring out what to build
and the rest of the time
building
Day 3 teams present to the
judges, each for 5 minutes
and 5 minutes of Q&A. They
then presented in the
amphitheater at Sea
Containers each for 6
minutes to wow the public.

23. 23
Support Makers Participants
IBM had Watson specialists
to support all teams as
needed. Each client supplied
a brief expert in support of
its teams.
MakerSpace was key to the
space, each team had the
ability to 3D print, solder,
cut, tie, file, etc.
Everyone was a maker, you
may not be a coder but with
access to the drag and drop
Watson tool “Blue Mix” all
members were AI makers. In
addition the presentation
had to be placed in a
narrative, designed and
populated to be as real and
clear as possible.
Each team was made up of 6
participants. 4 roles were
assigned, IBM developer,
Ogilvy developer, Behaviour
strategist, and a Designer.
The remaining 2 roles were
hand raisers from across the
Ogilvy family, all groups were
invited and from all seniority
levels.

24. 24
Gloria Gibbons
President, Global
Practice Leader, Ogilvy
Health & Wellness
(Panel Moderator)
Rory Sutherland
Vice Chairman Ogilvy
Group
Michael Edde
Business Executive
Officer —Nestlé
Nutrition Nestlé UK & I
Lisa Gilbert
IBM CMO UK & Ireland
Dr Jonathan Cope
GP—Beacon Medical
Group (NHS)
Dave Robinson,
Head of Loyalty and
Personalisation, Boots
UK
Charlie Wilson
CCO EMEA OgilvyOne
Worldwide
Chris Williams
Watson Chief Architect,
Europe
The Judges

25. The winner
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26. Abracadabra – d.code
The solution, called D-Code (Diabetes-Code), is an educational
initiative to teach children to build IBM Watson-Powered
applications to help the people of Plymouth know their risk of pre-
diabetes and adopt healthier lifestyles
The first component enables children to build a diabetes risk
assessment quiz
The second component enables children to build and 3D-print a
‘diabetic robot’ which ‘eats’ what the family eats, suggesting
alternatives to adopt a healthier lifestyle
The benefits:
• For the people to adopt healthier lifestyles
• For the healthcare professionals saves valuable time
• For the children provide programming skills and builds healthy
habits
• For IBM, our solution makes the awesome capabilities of Watson
visible to all
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27. Abracadabra – d.code (Watson Insights)
d.code was built as an education initiative for the schools of
Plymouth and Beacon Healthcare to educate the wider
community about diabetes.
By using Node-RED and Watson on Bluemix, team Abracadabra
built a platform that allows children to build and code their own
health-focused apps. The d.code app combines a fun, easy to
use interface that is powered by multiple Watson cognitive
capabilities.
By using Watson, the app provides an understanding of
sentiment tone and entities extraction that children can then
share with parents, schools and doctors. The end result is a
platform that fuels different areas of education while also
providing a deeper awareness and monitoring of health
conditions of wider community.
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IBM Technologies: IBM Bluemix, IBM Watson
Visual Recognition, Watson Conversation, Watson
Tone Analyser, Watson Personality Insight, Watson
Discovery, Watson Analytics, Watson Text to
Speech, Watson Speech to Text, Node-RED

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29. Questions?
Dayoan Daumont
Innovation Director
OgilvyOne/OgilvyRED
Rob Blackie
Digital Strategy