This year, Hellmann’s is turning 100! Part of this exciting campaign includes a content program directed and produced by OgilvyEntertainment. As part of a three part video series on Fast Company, Doug Scott speaks with Brian Orlando, Marketing Director of Hellmann’s at Unilever, about the evolution of the brand’s approach to content. Watch the first video below and stay tuned for Part II!
See the original on Fast Company here.
Adweek interviews Doug Scott in Hawaii during the CLIO Awards judging week to chat about the brand spankin’ new Branded Entertainment & Content category.
Watch more interviews with CLIO judges at www.adweek.com/topic/six-clio-
In advance of the TV:Xperience event taking place in New York on July 15th-17th, Doug spoke with IP&TV News about the importance of branded entertainment to enable multi-platform immersive engagement.
Doug will be presenting on the importance of brand narrative at the July conference. For more information and to register, please visit www.tvxperience
Are second-screen experiences enhancing linear viewing, or detracting from it?
Second-screen experiences are transforming viewing behaviour from linear to that which allows for more meaningful, multi-dimensional and immersive engagement.
Second-screen technology continues to evolve and open new doors for the creation of deep narratives that have the power to mix with and enhance the everyday life of the viewer (or participant).
It’s an exciting time for marketers as we face the challenge of connecting with consumers in their most receptive state while leveraging content across paid, earned and owned channels.
Ultimately, I believe mobile is actually the first screen, not the second screen, because it is truly about me; and it’s my constant personalised source for connectivity and the consumption of content.
NEW YORK, NY, May 3, 2013 – Ogilvy & Mather will be recognized at the 54th Annual CLIO Awards for another year of outstanding work and creative achievements on behalf of its clients.
The CLIOs have also named O&M Agency Network of the Year for the second consecutive year, honoring the agency’s remarkable body of award-winning work throughout the network. O&M notched 127 shortlists (out of a total of
896 named), which was a 112% increase over last year when the agency also received this honor.
CLIOs recognized exceptional, multi-award winning work from O&M offices spanning the globe, representing executions for clients big and small. O&M performed in multiple categories including Film, OOH, Print Technique, Print, Direct, and Engagement. Our President, Doug Scott, was even honored with the role of a juror in the Branded Entertainment category.
“Building a culture of Pervasive Creativity requires great minds and great clients. We are fortunate to have both,” stated Tham Khai Meng, Worldwide Chief Creative Officer, Ogilvy & Mather.
O&M is especially proud to receive this honor in a year when its client, The Coca-Cola Company, is receiving the inaugural CLIOs 2013 ‘Brand Icon’ Award that recognizes continuous and exceptional creative execution over the years.
This collection of accolades stands as testament to O&M’s worldwide network of clients and employees and the exceptional work they produce together.
Matt Doherty, Ogilvy & Mather Transmedia Architect and former OgilvyEntertainment teammate, explores the question: “What Does Branded Content Even Mean Anymore?!” in his latest article for the Transmedia Coalition. In the article, Doherty strongly advocates for “deep content experiences” and defines branded content as “many different types of content that all live in an interconnected digital ecosystem, exactly where our consumers live.” To our delight, Doherty cites OgilvyEntertainment’s integrated program for DuPont as the prime example of a deep content experience. In Doherty’s words:
“The Horizons Project in association with DuPont is a prime example of a deep a content experience produced by OgilvyEntertainment. The Horizons Project’s content ecosystem reinforced DuPont as a scientific thought leader amongst business decision makers. DuPont has embraced the power of deep content to spark dialogue around the world to address and find solutions to the most crucial challenges facing humanity.
The Horizons Project is made up of a number of different deep content types that expand the ecosystem in which it lives. At Horizons’ heart is a 20-episode TV series broadcasted by BBC World News and syndicated on Bloomberg Television and multiple airlines. During commercial breaks each episode was paired with a series of short documentary-style interstitials. These 14 short films highlighted DuPont’s scientific capabilities and collaborations. The short form content also lived on The Horizons Project’s digital hub that supported a social community and weekly LIVE web chats with the TV show’s host.Further extensions of The Horizons Project’s ecosystem included editorial components, 2 international summits that brought together over 350 executives and officials relevant to DuPont’s business reach, over 4,500 co-branded and episode specific 25-second trailers on BBC World News in support of the program and The Horizons Project deep content assets were able to be leveraged as internal tools for DuPont employees to use in press, meetings, business pitches and DuPont events.
Deep content experiences, like The Horizons Project, are less about tactics and more about investments of content overtime that all contribute to the growth of a content ecosystem. The more related content that is produced enables an immersive experience for consumers.”
Many thanks to Matt for showing OE some love!
To read more, check out the article here, which was also syndicated on Jack Myer’s Media Business Network here.
