2013 was undoubtedly a stellar year for Ogilvy & Mather New York.There are many things you already know, like being named the most Creative and Effective Agency in the world for the second year in row, or our long list of New Business successes in 2013.
But there are some things that you may not know. Did you know Ogilvy & Mather New York launched over 20 new campaigns this year? And that we eat over 240 cookies a day? (All this work and travel requires a lot of a sugar and calories!)To give you a glimpse into all the fun and hard work that went on inside The Chocolate Factory in 2013, we’ve created our first ever Annual Report.
In typical O&M tradition, it’s more of an experience than a report…and we invite you to enjoy it here.
WHAT:Doug Scott’s Panel at the VERGE Digital Summit
WHEN: October 24, 2013
WHO: KC Estenson, SVP & GM of CNN Digital; Bob Lord, CEO of AOL Networks; Evan Shapiro, President, Pivot. TV; Julie Simon, SVP Distribution & Advanced Services, Digital, FOX Networks
“If you build it, they will come.” This was one of the best movie references from Doug Scott’s VERGE Panel, though there were runner-ups from Gorillas in the Mist and Jerry Maguire (…not to mention references to Shakespeare, George Orwell, MC Escher, and Trojan horses, too.)
After all, in Field of Dreams, Kevin Costner doesn’t just sit around and mourn the fact that baseball has passed its golden age; instead, he figures out a way to revive the sport altogether—with a big risk and a lot of faith.
According to Doug’s VERGE panelists, we need to revive the sport of media with just that: some big risks and a lot of faith.
And just how do we do that? A few lessons from the panelists:
1) The Customer is Smarter Than You.
You can provide your content behind a pay wall, but people are going to figure out how to get around it anyway—no matter how fast you try to keep up. But the smart networks will figure out how to use their customers’ sneakiness to their advantage. In other words, trust that (one way or another) more viewers = more money.
2) Privacy is Passé.
All four panelists agreed that Millennials are perfectly giddy to fork over their private information in exchange for a good product. The key is they need to trust the brand and crave the content. The only ones still prudish about privacy are the old geeks.
3) Devices Don’t Exist.
We no longer need to worry about whether people are consuming content on a tablet or a smartphone or a television. Forget about that. Just think about building an audience, no matter how they’re watching. ““We just need to think about getting to the consumer, getting to a tribe,” explained Bob Lord.
4) Your TV is Dumb.
“Think about the most basic things that your phone can do… like an alarm. Why is that not on the television?” asked KC Estenson. He added that everyone should be planning for the moment when the TV begins to act just as smart as the phone—at which point everything will change. All the panelists agreed that for now, the cable box is just waiting to die.
5) MVPD = Most Valuable Player.
Networks might be finding new ways to package their content, but they still keep coming back to the Multichannel Video Program Distributor for distributing it, albeit in new formats. As Evan Shapiro reminded us, everyone from FOX Networks to Pivot.tv are, “betting heavily on the MVPD ecosystem.” And Julie Simon reminded us that MVPDs are having an identity crisis: some just want to be pipes while others like Comcast and Time Warner Cable are investing in original content. But the bottom line is they’re here to stay, and we should be glad.
6) We are not Atlantis.
The media industry is not headed the way of the music industry, so stop comparing them. We may be fragmented, but people are still paying. And why? Because trying to figure out how to pirate 3 full seasons of Mad Men is only one thing: ANNOYING. And there’s another thing: there’s still nothing that beats a live event.
7) Risk it. All of it.
In his closing remarks, Evan made an explicit statement: “Those who fear will fail. Those who take risks will win.” He was reminding us that we all need to go boldly into the new fragmented landscape. No fear, no hesitation. Only dogged experimentation.
And on that last note, it’s worth watching OgilvyEntertainment’s video about risking and storytelling below. It’s yet another explicit reminder that the future lies with the risktakers—with those fearless individuals who believe that…
“For the past 100 years, Hellmann’s has been a part of the memories, the laughter and the delicious meals that happen around America’s tables,” said Brian Orlando, Senior Brand Director, Hellmann’s. “Our record-breaking table only exists because we have been invited to so many tables throughout the years, from holiday dinners, to school lunches, Sunday dinners and even the dessert table. Today, we celebrate 100 years of turning meals into moments and look forward to another 100 years at the table.”
Hellmann’s 100th Birthday celebration brought together fans from across the country to enjoy a signature menu created by Chef Batali, with each of the dishes featuring Hellmann’s signature recipe of real, simple ingredients such as oil, vinegar, and now cage-free eggs. The first 500 attendees were treated to a free picnic-style lunch, including a Juicy Salsa Burger, Pasta Salad with Green Olives and Raisins, Italian Style Balsamic Potato Salad, Grilled Corn and a Hellmann’s Chocolate Birthday Cupcake from Magnolia Bakery.
“My family has been using Hellmann’s for generations, so I have been thrilled to be part of its yearlong celebration.” said Batali. “While the years and menus have changed, Hellmann’s recipe of real, simple ingredients has remained a staple of quality for 100 years, which has made the brand a constant in making food taste its best.”
As Hellmann’s celebrated its rich history of feeding America’s families during some of their greatest moments, it also is marked the occasion with support for those most in need. In light of September’s recognition of Hunger Action Month, Hellmann’s helped to provide one million meals to Feeding America to help the fight against hunger nationwide. To learn more about the campaign and to celebrate online, visit Facebook.com/Hellmanns for exclusive event photos, videos and Hellmann’s recipes.
At the end of October, our favorite players in the branded content space will be conveniently convening at Convene! Advisory Board member Otto Bell and Speaker Doug Scott will join Jae Goodman at CAA Marketing, Justin Wilkes at @Radical.Media, Mike Wiese at JWT, Kevin McAuliffe at NBC Entertainment and many more for BCON EXPO: The New Brand Content Upfronts.
BCON Expo in New York (formerly Realscreen’s Branded Entertainment Forum) will showcase the power and results of game-changing, brand-funded content and integrations. The high-level program is designed to demystify the process of selecting the right partners and working productively with them. BCON Expo will also facilitate connections and business relationships between all the pieces of the branded content puzzle – brands, producers, and traditional and new media companies.
Through a mix of innovative case studies and incisive panels delving into the hot-button issues surrounding branded content, delegates will learn what’s working now, why it works, and what’s coming next.
The event will also provide a series of presentations, The New Brand Content “Upfronts”, hosted by leading media and entertainment companies in the areas of broadcast, digital, publishing and music that will illuminate core strengths and upcoming slates of integration opportunities. Through these presentations, you’ll learn how these companies engage with audiences and potential consumers through branded content, and receive sneak previews of upcoming integration opportunities.
On Monday, October 7th, join Abby Marks and Matt Doherty at the DAM Conference hosted by Createsphere in New York
Now in its fourth year, Createasphere’s Digital Asset Management Conference has evolved into an industry-leading summit series for everyone who handles assets — or needs to know how. At the conference, Abby and Matt will join top innovative creators and DAM specialists for the panel “Bra
nds and Story: Essential DAM in Transmedia & Cross Platform Content Creation” from 4 to 5pm at the Westin Hotel (212 East 42nd Street).
“Brands and Story: Essential DAM in Transmedia & Cross Platform Content Creation” will investigate why companies need solid DAM management in order to support the exciting, new creative opportunities that transmedia and cross platform storytelling and content creation provides. Hear the latest insights on how to engage audiences and customers from both the creative and technical perspective. As DAM industry professionals, you will learn how you can inspire your colleagues to think in new ways about media and asset usage in the marketing, media and entertainment industries.