Here at OgilvyEntertainment, we create brand-funded and original entertainment that breaks the mold. Nonetheless, we got a kick out of these cliche movie formulas!

As a WPP company, Ogilvy & Mather competes with a long list of agencies for the coveted WPP Atticus Awards, honoring “original thinking in communications services.” Each year, extracts from the winning work are published in the Atticus Journal.

The Winners Showcase from the 2012 Cannes Lions is now on Ogilvy.com.

Business Model Generation has a nice section on FREE. Ad-based multisided (usually web based) companies offer a utility for free in order to sell ad space. This is not a new idea. Google and FB do it the best because they are tracking your metadata and sell personalized ad space. What I’m wondering though is if ideas like Intel’s Museum of Me are feeding social graph and meta data to add personalization to their recent moves into gaming optimization tech, platforms and partnerships. In any case, this raises an interesting idea. What happens when brands start wanting to invest in free utilities purely in order to drive user data and personalization across their entire business model? Not only is the CTO merging with the CMO, but to me, in the future, ad agencies look more like tech/web-based start ups. They contribute not only awareness and connection to customers, but also insight into what customers need. A utility goes beyond a desire. Utility offers need fulfillment and intuitive design in exchange for data.

Last week, OgilvyEntertainment helped Time Warner Cable launch a 5-day “Enjoy Baseball Better” experience at the MLB All Star FanFest in Kansas City.  TWC partnered with MLB network to enable baseball fans to get lost in their passion and enjoy America’s pastime even better.  Highlights of the 100×100 footprint included a batting simulator, a KC Metro Sports Broadcast Booth which broadcasted live nightly and shot exclusive interviews daily, a caricature station, an MLB Network photo booth, an Enjoy Gaming Better dugout featuring MLB 2K12 on PS3′s, and a concession stand serving fresh popcorn day and night.  On top of all of the excitement, TWC was able to secure talent ranging from Clayton Kershaw to Frank White and John Mayberry, all of whom graciously took photos with and signed autographs for their adoring fans.  With over 150,000 fans in attendance over the course of five days, it’s safe to say that Time Warner Cable’s experience was a grand slam.