A gathering of nearly 400 leading marketers, media, technology innovators and agency representatives gathered today at Ogilvy’s 4th annual Verge digital summit at the TheTimesCenter at the New York Times new headquarters to discuss new ways of thinking about how brands connect with consumers.
The day-long conference featured 33 speakers representing a diverse group of digital visionaries from investor Mark Kvamme, to entrepreneurs John Battelle (Federated Media), Nick Denton (Gawker Media) and Scott Kurnit (About.com) to marketing game changers Laura Klauberg (Unilever), keynote speaker George Bodenheimer (ESPN/ABC) and Ben Silverman (NBC).
Themed “Dada, Data, Alpha, Beta,” Verge 2008 examined the new digital landscape as seen from the vantage points of “Dada” or creativity in all its forms, “Data,” and how it is changing the art of storytelling making it dynamic and participatory; “Alpha” the brand loyalists, early adopters and the social networking trailblazers; and “Beta” today’s world of constant evolution.
In her opening remarks, Carla Hendra, Co-CEO of Ogilvy North America said, “We see the industry in a state of perpetual beta where digital technology allows every marketer to try new approaches almost daily. We’re searching for and testing out new ways to build brands and their relationships with consumers. In this environment, where all bets are off, digital is central to all we do.”
As part of Ogilvy’s ongoing commitment to digital solutions, the agency announced the launch of a Global Digital Innovation Lab network. With hubs in New York, Beijing, Singapore, Sao Paulo and London, the Digital Innovation Labs creates and develops technology-based marketing solutions for mobile, video persuasion, gaming, location-based media, digital retail,
digital out- of-home and more.
In conjunction with the launch of the Global Digital Innovation Labs, Ogilvy announced that it was embarking on a research project to demonstrate how “personalized media” can drive increased engagement with a brand leading to greater ROI. To conduct the research, Ogilvy is teaming with Big Stage, an L.A.-based media company that offers a revolutionary technology that allows consumers to embed a lifelike image of themselves into everything from famous movie scenes, TV shows, video games and more. This personalization will allow consumers to have greater interaction online.
Ogilvy’s research will examine the relationship between greater engagement and increased purchase intent.
“We have innovated through connectivity and interactivity for 25 years at Ogilvy,” noted Ms. Hendra. “Today, digital allows us to go well beyond marketing communications into rich, original branded content and virtual experiences created and shared within global digital communities. As the world continues to change, we’ll continue to guide clients through the new landscape, as areas like mobile and video take off in new directions”.
Verge 2008 was a series of conversations on emerging trends in digital marketing. The importance of storytelling in the digital age was demonstrated live through The Moth, an organization that promotes original storytelling – including stories told at Verge by several Ogilvy creative executives.
George Bodenheimer, President of ESPN, Inc. and ABC Sports and Co-Chairman of Disney Media Networks gave the keynote address. Other speakers included Ogilvy Worldwide Chairman & CEO Shelly Lazarus and Ogilvy Worldwide Vice Chairman, Creative, Steve Hayden.
About Verge
Verge: The Ogilvy Digital Summit was born in New York in June 2004. Within a few short years, Verge has grown to become the preeminent agency-led forum for clients and other industry experts to debate and discuss the realities and possibilities of digital marketing. Verge New York 2008 is the fourth flagship U.S. event, bringing the global total to 27 events in 19 countries.
About Ogilvy North America
Ogilvy North America (http://www.ogilvy.com), is the largest unit of The Ogilvy Group agency network, a subsidiary of WPP Group plc (Nasdaq: WPPGY). It has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, Durham, Minneapolis, Denver and throughout Canada. Ogilvy North America brings together all the capabilities of the Ogilvy network to provide integrated marketing solutions to the agency’s clients. It encompasses Ogilvy & Mather Advertising, OgilvyOne, OgilvyInteractive, Neo@Ogilvy, Ogilvy Healthworld, Ogilvy Public Relations, Ogilvy Entertainment and OgilvyAction.
