Ogilvy Digital Labs Debuts In New York

Adrian J Cotterill, Editor-in-Chief

To much fanfare Ogilvy Digital Labs debuted Thursday in New York. A lot of the retail and POS technology has been supplied by YCD Multimedia (some of which we saw when we met them on Monday) and there were gushing mentions of DOOH almost everywhere.

Bottom line, this is very encouraging for the industry.

Ogilvy first launched its Global Digital labs in 2007 as part of the agency’s ongoing commitment to invest and discover new digital marketing solutions. The lab network includes hubs Singapore, New York, Beijing, London and Sao Paulo.

“When you combine mobile, the web, the retail space and out-of-home advertising – then add emerging digital solutions – you have a new and powerful advertising channel, The Outernet” so said Ogilvy.

The conference that opened the Ogilvy Digital Labs debut showcased the newest technologies in the digital out-of-home (OOH) and point-of-sale (POS) space. The event, co-sponsored with OgilvyAction, featured presentations and panel discussions with leading companies pioneering new ways for marketers to interact with consumers.

Carla Hendra, CEO of Ogilvy & Mather North America and Chairman of Ogilvy & Mather New York told us “Some of the most cutting edge digital solutions today are taking place at the very point at which consumers experience a brand. Through the Ogilvy Digital Labs, we are committed to investing in new technology and developing proprietary solutions that give our clients clear advantage in the marketplace.”

Presentations were given by Digital Lab partners Digital Aisle, YCD Multimedia and Cellfire who together looked at advances in motion sensor interactions, touch screens, facial recognition, mobile couponing and other retail-based solutions.

Gareth Ellen, EVP Director of Digital at OgilvyAction told us “Digital OOH and POS is an area of huge untapped potential for our clients. Digital signage offers the ability to develop dynamic communications that allow for a two way exchange with consumers and shoppers. Content flexibility enables us to alter messaging based on location, time, weather, market conditions or user interaction thus ensuring we are delivering the most relevant and engaging message and stimulating a response.”

Digital Lab New York Director Maria Mandel closed out the conference with a session that examined the opportunities and growth in digital OOH billboards and signs. Presenters included JC Deceaux, Total Immersion, Argo Digital Solutions and Addictive Mobility.

The Ogilvy Digital Labs has an aggressive plan to produce an information event every month. Sessions planned for the next several months include in-depth events on Gaming, Social Media Strategies and Tools, next Generation of Mobile Marketing and others.

About Ogilvy & Mather

Ogilvy & Mather Worldwide, a subsidiary of WPP (Nasdaq: WPPGY), is one of the largest marketing communications networks in the world, with 495 offices in 120 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion and related services.

About OgilvyAction

About OgilvyAction: OgilvyAction is the global brand activation network of The Ogilvy Group. With its 61 offices and 1700 people, OgilvyAction helps clients win in The Last Mile(TM), by creating brand experiences which turn shoppers into buyers. The company delivers a broad range of services including experiential marketing, shopper marketing, trade marketing and promotional services. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics.

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