Some ogilvydo highlights of 2013
Philip Ellison 19 December, 2013 at 04:12
All the way back in January, we ran a specially commissioned piece, by Gyan Nagpal, author of
Talent Economics, on how traditional management structures need to expand to accommodate an increasingly modern and sophisticated talent pool. “It is about time we accept that the employee is evolving,” wrote Nagpal, “and hence the very concept of employment must evolve to keep pace.”
In February, Kim Slicklein, President of OgilvyEarth, joined the Young Global Leader’s Class of 2013, a collective of individuals selected to represent innovation in leadership across all sectors, from commerce and government to art and media.
Oreo’s quick-thinking “you can still dunk in the dark” twitpic during the Super Bowl blackout might just go down in the history books as the first real time marketing win. Says Bonin Bough, VP of Global Media at Mondelez International: “It’s not necessarily about developing creative in real time. It’s about having a creative approach that allows you to operate in real time.”
Ogilvydo teamed up with Tisch School of the Arts to launch the ‘Inspire or Else’ film competition,
aimed at encouraging young talent. Filmmakers submitted one-minute films on the subject of
inspiration, with an emphasis on strong ideas over technical proficiency. The winner, Giovanna
Fantoni Modena, was announced by Oscar-nominated documentary maker Morgan Spurlock at the Sundance Film Festival.
This spring, we profiled the prodigious entrepreneurial talent that appears to be taking over the
world, from media mogul in-the-making Tavi Gevison to Summly founder (and millionaire) Nick
D’Aloisio. The message here is that the traditional path of university and unpaid internships is not the only way to achieve your ambitions – fire in your belly (and a little free e-learning) can make all the difference.
Ogilvy Shanghai’s Digital Strategist, Jess Lehmann, gives her views on how to tell a brand story across multiple platforms, devices, and countries. Lehmann compares brand storytelling to putting on a show in a theatre; “Marketing communications is a type of performance in itself, and in the post-digital world we live in, never has the line ‘all the world’s a stage’ been so appropriate.’”
Sick of international aid being packaged as misery porn? So are Alicia Sully and her team. The What Took You So Long? Foundation is a fully nomadic NGO that travels the developing world, making films about worthy causes and telling positive, inspiring stories.
Head of the ZOO, a creative studio at YouTube, Solomon spoke at Spikes Asia about how to create
content for a culture that is increasingly interactive and fan-led.
Around 90% of mobile devices purchased are smartphones. So how do brands ensure that their
customers have the best mobile experience possible? Giulia Callegari and Henry Middleditch talk us through a number of companies who have done it right, from Starbucks’ interactive jukebox to Levi’s online community of cycling commuters.
The Cannes Lions 2013 festival was a whirlwind for Ogilvy, with wins across the board, including the coveted Titanium and Integrated Grand Prix. But one particular highlight was the appearance by rock star Lou Reed. Reed, who passed away in October, spoke at length about his career with the Velvet Underground and collaborations with Andy Warhol and Metallica. He also offered advice to anyone considering pursuing a career in the creative industries: “Get into the thing that is best for you and gives you the most pleasure. It’s not about the money. If life were only about the money, you’d be a politician.”