If we can understand human behaviour and understand the triggers that they go into the desired behaviour that I’m looking for and how content plays a role in providing that brand, the cultural context to drive that consumption, right, what we’re going to want, what we’re going to see is greater efficiencies, lower cost to brand, greater egality to consumer and it becomes a win-win.

Agencies need to hire behavioral economists and creative technologists as well as individuals that truly understand social interaction. This goes well beyond the “social media specialist” who claims to understand how to evoke more tweets out of a post.

—  Doug Scott, President, OgilvyEntertainment

The end of TV as we know it?

This slideshare presentation by Doug Scott and Matt Doh at Ogilvy Entertainment, gives the perfect overview of the current state of TV, the role of storytelling and the future business models they predict. Seems like 113 slides is a lot, but I promise you’ll fly right through them. Great read!


OgilvyEntertainment's Doug Scott to moderate CES panel today

Doug Scott will moderate a panel of industry thinkers and leaders today at 2:30PM PST (location: LVCC, North Hall N258) entitled Contextual Media & Advertising: Transforming and Redefining the Relationship Between the Consumer, Advertising and Media Platforms.

This is the first of many panels and talks Ogilvy & Mather will be taking part in all week at CES.

Panel Description:

All media and the information they deliver are increasingly contextual. Some refine messaging more precisely than others, but the personalization of news, commentary, programming, advertising and commerce is plowing ahead. Learn how media, advertisers and content creators are managing a complex universe containing hundreds of millions of individual preference.

Speakers include:
  • Bettina Sherick, SVP, Digital Strategic Marketing, Twentieth Century Fox
  • Chris Hayes, Managing Director, Business Development, Huge
  • Ellis Burgoyne, Chief Information Officer, United States Postal Service
  • Jamie Elden, SVP Sales, Head of Entertainment , Lin Media - RMM Online
  • Joan Hogan Gillman, EVP, Time Warner Cable and President, Time Warner Cable Media
  • Kristine Welker, Chief Revenue Officer, Hearst Magazines Digital Media
  • Laura Caraccioli, EVP of Advertising , Electus
January 7, 2:30 pm - 3:30 pm PST
LVCC, North Hall N258
Additional fee required

IBM is pioneering sensors that monitor seniors’ homes in real time—temperature, carbon dioxide levels and much more—and send the data to city workers, who can dispatch friends, family or emergency personnel as needed. This remote solution can keep a town’s social-services costs down as its population ages. IBM tested the system in Bolzano, Italy, and had a great story to tell—one that stretched beyond a TV spot.

Article by Tim Nudd

Through an extensive collaboration with Ogilvy (and its branded-content arm OgilvyEntertainment), StudioNow, director Lily Henderson and The Huffington Post, IBM produced a poignant four-minute documentary about the Bolzano trial. “Short-form film, or long-form content, really lets you open up a topic,” said OgilvyEntertainment president Doug Scott. “You’re not constrained by media time. A storyteller can truly allow the topic, the character and the story to give a full view of what the brand is trying to convey.”

Henderson said preparation was key to getting the film’s balance right. “The interesting challenge in doing these ad-doc films is that you are trying to accurately convey a story about a person and a story about a company, maintain an emotional draw while also giving accurate information, all within a short amount of time,” she said. “It was important to be as thorough as possible in the pre-production phase—creating a rough storyboard, shot list and treatment based off the pre-interviews with the documentary subjects. This close preparation allowed the cinematographer Ed David and I to approach the project almost like a narrative. We allowed the spontaneity of documentary to come forth, but we also had a clear plan on the story flow and key visual elements.”

Zita was part of the first phase of the IBM project in Bolzano. She “turned out to be a dynamo—a fantastic point of focus and lens for the project,” said Ben Tyson, executive producer at StudioNow, the formerly AOL-owned production company that works on many AOL and HuffPo online video projects. “Humanizing these types of branded documentary stories is the single most important path to creating a great piece of content,” he added. “The human subjects become part of the focus alongside the technology and brand. So we were thrilled that Zita, with some coaching, was exceptional on camera.” 


Life of Dillon 🎶🎵🎸 #Nyc (at OgilvyEntertainment)

So in terms of the industry right now with branded content, I think we’re still in an adolescent phase. We’ve seen over the last seven years since OgilvyEntertainment was formed, and we’ve seen over the last 12 or 13 years since BMW was that first watermark, a significant increase in content becoming part of the overall marketing mix, and a necessary tool by brands today.

I don’t think brands are taking enough risks in the content space. I think they are being extremely conservative with web-based series that are, for the most part, being distributed through larger platforms like YouTube, which has great reach. So [they’re] looking at what they bought from a mass media perspective and trying to replicate that in the realm of digital, and I don’t think they are venturing enough into bespoke entertainment, original content that is serialized in a traditional sense.

I also believe that the content we are seeing produced by brands is primarily passive and linear. I don’t think it takes advantage of advanced platforms like Xbox One. I don’t think it has a high level of consumer engagement. I don’t think it is transmedia as the industry likes to talk about it in the truest sense of delivering different content experiences – be they entertainment or utility based, functional or entertainment, when, where and how the consumer is looking for it. So I think there is tremendous growth opportunity.

I think a large part of the technical aspect of what can be produced to drive the desired engagement of the consumer really needs to be embraced by the producers of the content. Hollywood needs to play a much bigger role in the understanding of the application of digital and social technology today, and creatively the agencies need to really start to connect the dots that are across all of our creative solutions that we tend to develop but are not being woven together in a way in which a brand can truly realize the distributable value of content versus the disposable value of media.

—  Doug Scott, President, OgilvyEntertainment 
OgilvyEntertainment's Doug Scott speaking at #2013CES today

Go see OgilvyEntertainment’s Doug Scott and a panel of industry thinkers and leaders discuss Brands: This Is How You Work With Content Creators on 1/9/13 at 2:30pm PST.

Panel Description:

Web video brand integration is one of the most powerful and engaging forms of Internet advertising. As a marketer, how can you best leverage the creative genius and know-how of a Web video creator or network? This panel explores best practices and do’s and don'ts of working with content creators.

Speakers include:

  • Billie Goldman, Partner Marketing Manager. Intel Corporation
  • David Freeman, Co-Head The Brand Coverage Group, Digital Content Packaging, Creative Artists Agency (CAA)
  • Doug Scott, President , OgilvyEntertainment
  • James Veraldi , SVP, Director of Business Development & Sales, Fullscreen
  • Jeff Grossman, VP of Content and Product Strategy, Entertainment, CBS Interactive
  • Mark Gardner, Board Member, International Academy of Web Television
  • Mike Henry, CEO, Outrigger Media
  • Tom Hume , Director, Marketing Communications, Toshiba America Information Systems, Inc. - Digital Products Division

January 9, 2:30 pm - 3:10 pm PST
LVCC, North Hall N264
Additional fee required