This article first appeared on Bizcommunity – 23 Oct ’13.

AWX_1What it’s all about? ‘The psychiatrists say that everybody should have a hobby. The hobby I recommend is advertising…’

This is just one of David Ogilvy’s many inspiring quotes, which propelled me to combine a vacation with a passion. I was ecstatic when I got the opportunity to attend the 10th Anniversary of Advertising Week a few weeks ago. Besides some of the industry’s brightest minds sharing their ideas and insights with us, the conference took place in New York City, home to many global agencies and clients. With around 90,000 delegates and more than 700 speakers from around the world descending on Times Square, it was a great chance to network.

For four full days, the Times Centre, Hard Rock Café, Liberty Theatre and B.B. Kings Club all hosted back-to-back panels, followed by nightly networking events, dinners with global colleagues and 澳门足球博彩_2016奥运会外围赌球最新官方网站【赔率最高】 packed parties – some presented by top brands such as Microsoft and engagement. As Founder and CEO of Buzzfeed, Jonah Peretti, put it, “We’re returning back to the ‘Mad Men’ era.”I believe this to be true. Take a look at some recent award-winning work, such as “Beauty Sketches” for Dove or “A Ticket to Visit Mum” for British Airways – both were featured at #AWX a couple of times and used data/insights and great digital storytelling to create authentic and

emotional pieces (cue the teary eyes).The combination of the two, used effectively, can ultimately create more powerful messaging for a brand to its consumer base. However, with that, came the question of “What’s Missing in Big Data?”

 

In a panel hosted by Ogilvy & Mather, MD of OgilvyOne Worldwide, New York, Dimitri Maex, pointed out that more insights and data are needed to test big ideas, because “quantitative testing methodologies” inhibit really great work. The panel also spoke about new talent in this fast paced industry: while we can rely on specialised departments to help us understand how to use data, we all need to become savvy at understanding it and using it creatively.I fell in love with the way R/GA, which also hosted a session, has combined technology and
creativity to create incredible experiences. The digital production company showed how the Nike+ FuelBand was designed to change consumer behaviour. The sports brand effectively converted from being a product-focused company to a product services system, which has become part of consumers’ everyday lives. R/GA Founder, Chairman and CEO, Bob Greenberg, showed practical examples of the “functional integration business model”, one that Apple, Amazon and Google are already using, to engage and market to customers through jointly connected touch points. It’s fascinating.
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The CMO, CIO & CTO threesomeWhile data and storytelling is fundamental in today’s marketing, it became quite clear at #AWX that marketers need to get more involved with the partners in their organisations. They need to get closer to Chief Information & Technology Officers (CMOs), because, as most panellists agreed, the CMOs and their teams are critical to understanding and driving their organisations into the future.My five favourite quotes from #AWX1. “Aspirations without allocations are meaningless.” - Jonah Peretti, Founder & CEO, Buzzfeed
2. There are three principals for making great stories: insights; social; fearless (not reckless). Scott Donaton, Global Chief Content Officer, Universal McCann
3. “Young talent should be creating content, not doing spreadsheets.” – https://twitter.com/nhhill Nancy Hill]], President & CEO, 4A’s
4. “You can be really strong if you use data to inform your marketing decisions.” – Martine Reardon, CMO, Macy’s.
5. “Talent in advertising now needs to be multi-talented; able to bring creativity, data and technology together.” - Tim Cadogen, CEO, OpenX
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On a lighter noteBefore I end, there was one session that I was fortunate enough to be told about by the O&M NY Business Development team and it concluded the week on a lighter note: The “Are You Calling Me a Liar?” game show, hosted by Digiday, where two teams had to guess which stories by their counterparts were true or false. Ogilvy & Mather’s Worldwide CMO, Lauren Crampsie, was one of the four competing executives.Did she really make out with Eminem? To find out (as well as to watch all of the other videos from the week), click here.Bring on #AWXI.

1380301_10202106522446526_1920319994_nMark at an interview he did with OgilvyOne Worldwide at Ogilvy & Mather NY for the recent MarketingEdge Awards.

Reception

Abey Mokgwatsane proudly announced on October 15th that Ogilvy & Mather would be rebranded as Ogilvy & Hope for the month of October– supporting World Hunger Month and the millions of starving South African children who deserve better.

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“The fact that millions of children go to bed hungry every night means that they are unable to grow, learn and thrive. We have changed our brand in honour of KFC’s fight against hunger and we encourage others to do the same,” says Abey.

This unprecedented rebranding falls in line with KFC South Africa, who have given up their Colonel logo and replaced it with the smiling faces of children in over 100 stores across the country. These faces represent the children that benefit from KFC’s Corporate Social Responsibility Initiative, Add Hope.

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Through this, KFC has and will inspire more brands to do the same and help drive donations to Add Hope. They have also led the charge for brands to change their online and social media profiles to support the cause and this can be easily done on www.addhope.co.za. This awareness campaign hopes to raise at least R2-million for Add Hope during the month of October.

“It is a critical cause to unite behind,” says Abey. “We call on more people and organisations to adopt the Add Hope brand. The more they do, the more hungry children we can help feed.”

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As of this morning, KFC SA have raised a whopping R36 269 642 for #AddHope since they launched this initiative a few years ago and will continue to grow for millions of hungry bellies.

fuzigish

Ogilvy is home to some damn creative people. In our daily lives we try to make cool ads, design cool stuff and  just be cool in general. But some take their creativity further than what is required at work. Like ECD at Geometry Global, Malcolm King, who is also the bass player of the legendary SA ska band Fuzigish and Ricki Allemann, community manager at social@Ogilvy and guitarist for (soon-to-be legendary!) SA metal band, Facing The Gallows.

While FTG have been around for only seven years, Fuzigish has been doing their thing since way back in 1997 which is an amazing feat for any local underground band.  Both bands have had their fair share of touring and gigs, but this one is one huge.

On Saturday 19 October Fuzigish will be launching their sixth studio album Crazy Friends at The Bassline in Johannesburg town. In true Fuzi style, the craziness is upped a tad by including Facing The Gallows on the line up. Ska and metal in one show? Sounds like a good time!

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Check out more of Fuzigish on Twitter and Facebook.

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Check out more Facing The Gallows on Twitter and Facebook.

Tickets available at quicket.co.za or at the door. We’ll see you in the pit!

age-of-context

Age of Context is a new book by Robert Scoble and Shel Israel that is a must-read for anyone who is interested in the future of technology, social media, digital and business. The book details how companies are using the convergence of five key forces (mobile, social media, data, sensors and location) to create a new wave of smarter products and services.

The book is literally fascinating and should get you excited about how technology is going to change our lives in the near future. Here are a few key trends that we can look forward to once we enter the Age of Context:

The Rise of Wearable Devices

Wearable devices such as Google Glass and the Nike Fuelband are one of the biggest trends within the tech industry at the moment. Scoble was one of the first people to receive a pair of Google Glass outside of Google and is incredibly bullish about the future of these types of devices.

While it is still early days for wearables, Scoble and Israel argue that these devices will only get smaller, cheaper and more powerful over time. In fact, the wearable market is expected to grow to an estimated $50 billion in the next 3-5 years.

While smartphones are currently our primary mobile device, it will soon be normal to carry around multiple mobile devices with numerous smart sensors. While we may scoff at the current iteration of a device like Google Glass, younger generations will embrace them and may not be able to live without them as contextual technology creeps into more areas of our daily lives.

Pin Point Marketing 

The problem with marketing and advertising today is that is creates more noise than signal. In the near future, companies will be able to use contextual technology to create right-time experiences based on a consumer’s needs, what they are doing and what they are going to do next. Companies are already experimenting with contextual marketing through a combination of online monitoring, social CRM and geo-fencing.

Business will become “Uber-ised”. Products and services will come to you when you need them. When you don’t, they will disappear as your context changes.

Another interesting company worth mentioning is Shopperception. The company creates 3D sensors for shopping aisles that measure what consumers look at, what they touch and what they place in their trolleys.  These sensors will give merchants unprecedented data and real-time analytics of what happens at the ‘point of touch’ in stores.

Shopperception: tracking real world conversions like web analytics from Shopperception onVimeo.

Contextual Cars

According to Scoble and Israel, the cars will be as much of a contextual device as a smartphone, only a lot bigger.  The entire auto industry is focused on using sensors to improve safety and security of drivers.

Google, Tesla and Audi are just a few of the companies that are working on self-driving cars that help people save time and money, as well as dramatically reduce the number of accidents on roads. As Marc Andreessen says: “People are so bad at driving cars that computers don’t need to be that good to be much better.”

But there are a number of other interesting ideas in this field. Tesla has developed an alarm system that only unlocks the vehicle for recognised drivers. OnStar is a vehicle tracking company that disables the gas pedal of a vehicle once it has been reported stolen. GM is investigating a sensor that can detect if drivers are falling asleep at the wheel  Another company is developing wristbands to monitor a driver’s alcohol levels in order to prevent them from driving drunk.

Health in the Age of Context

Health care is another industry that is set to be transformed by contextual technology. Health care encompasses two elements: prevention and treatment, and there are a number of examples of how technology is being used to treat and prevent illness.

Researchers are already testing pills containing smart sensors. Once consumed, a patient’s condition can be tracked and monitored. If a patient’s condition changes, both the patient and the doctor can be instantly notified. This might sound like science fiction, but these pills could come to market as early as 2015 or 2016.

There are a number of examples of how data, sensors and location are currently being used in medicine. One study crowd sourced the location of asthma attacks to identify asthma hotspots. Smart masks have been created help create heat maps that measure air quality. A bra has been created that is able to detect the early stages of breast cancer.

Scoble and Israel predict that, unlike in science fiction, humans won’t become part of computers but computers will become part of humans. The two authors have also met with company’s developing the next generation of smart prosthetics as well as bionic suits designed to help paraplegics to walk.

The Connected Human:

The pair also write about Personal Contextual Assistants (PCA’s) like Siri and Google Now. Scoble and Israel believe that these PCA’s will evolve into anticipatory systems for every aspect of our lives thanks to the Internet of Things. According to the authors, there will be 3.5 billion networked products by 2015.

The home will be just one of the spaces that will be transformed by contextual devices. Houses will soon be fitted with smart windows that can change properties based on weather conditions – thereby eliminating the need for blinds and saving energy costs by up to 25℅. Smart glass and smart mirrors will soon come with facial recognition so you’ll be able to check the weather and read your messages while you brush your teeth.

The Cost of Context

The Age of Context promises to improve our lives in a number of ways, but these benefits will come at the cost of personal privacy. The extent we allow contextual technology into our lives will depend on our own comfort levels. Trust will become an increasingly important factor in the relationship between companies and consumers as we tackle issues relating to who owns our data, who can access our data and how our data can be used.

But once we find that balance, there is no doubt that the Age of Context will be an exciting time.

lauren

O&M South Africa‘s group marketing director, Lauren Woolf, is busy completing her Executive MBA at the Berlin School of Creative Leadership. She spoke to the Screen Africa team, where this article first appeared.

Freshly back from a second two-week learning stint in Berlin, Germany, Lauren Woolf, group marketing director for Ogilvy & Mather South Africa is one of two South Africans to sign up for the Executive MBA at the Berlin School of Creative Leadership. The course focuses on research and leadership education for executives in creative industries such as advertising, entertainment, journalism, interactive, media and marketing.

“I was born curious. That’s probably why I believe in the value of continuous learning,” says Woolf. “I knew it was the right choice for me.”

She comments that the vision of Berlin School president Michael Conrad is to see a creative CEO in every creative enterprise. “The school is designed to ensure that creative people can confidently take on positions of leadership.”

The programme is made up of five separate two-week modules, which take place in Berlin, Asia and the United States and can be completed in one or two years, depending on the individual’s preference. In addition to the class work, all participants need to participate in group project work and write and defend a thesis.

Woolf attended the first or ‘kickstart’ module in Berlin September 2012 where she was immersed in business-oriented subjects such as applied accounting; finance and valuation; business strategy; and applied economics.

“The school doesn’t want to teach you to be an accountant, but to help you master business skills and competencies – the things you need to know if you run your own creative business or work in a more corporate environment,” she says.

Woolf’s second two-week stint was in Shanghai and Tokyo where she gained insight into the history, culture and business environments of China and Japan. “I had packed my bags with plenty of speculation and preconception, but when I arrived at our hotel in Shanghai, I knew instantly that, like with most places, this was a city, a country, where I needed to keep an open mind if I wanted to begin unraveling its truth.

On her Asian tip, Lauren attended the

In Tokyo, Lauren attended a Pecha Kucha at the club where this style of presenting was born – SuperDeluxe.

“In Asia, I felt I was able to gain valuable and sometimes profound insights about the countries and their people. The number, diversity and intensity of the encounters during the two weeks helped contribute to a more informed perspective. It still feels like a naive perspective – after all our exposure was limited – but I will never think of Asia in the same way as before – personally or professionally,” says Woolf.

Her third two-week trip took her back to Berlin in July 2013 where she was exposed to various areas of learning such as: leader as communicator; strategic talent management; the creative career; fundamentals of leadership; human resource management; ethics; and integrated marketing, among others.

This part of the programme was mostly internally focused – helping the class work though their authentic selves and how this translates to leadership and management styles. “I particularly loved the work we did on effective storytelling as well as the intense four-day process of creative innovation tools and techniques.”

Above all, Woolf has enjoyed working with an international, dynamic and interesting group of people. “There were 22 of us on the first module representing 17 different nationalities. Every day we were confronted by the similarities and differences between us – in group and individual work.”

Lauren reading, studying and discussing work with her class mates in a Berlin beer garden. As one does.

Reading, studying and discussing work with class mates in a Berlin beer garden.

Woolf says some of the most interesting conversations take place between lectures or over coffee. “The course leaders are there to teach, but also to facilitate peer to peer learning. I’ve learnt a lot about our market from the Brazilians, for example, who have a similar market dynamic to us. I am constantly learning different ways of doing things and finding new approaches to similar challenges.”

In November 2013, Woolf will return to Berlin for the fall module, which covers corporate planning, communication styles, decision making, change management, strategic thinking and corporate finance, among others. January 2014 will see her in America and closer to completing her MBA journey. She hopes to defend her thesis in Berlin in August 2014.

As a career woman, wife and mother, Woolf says Ogilvy has been amazing in terms of time and flexibility and creating an environment that is conducive to active learning.

“My husband is incredibly supportive and I think it’s good for my kids (two boys) to see their mom working, getting support at home from their dad and learning more. I’m also forced to be highly organised.”

She says the experience thus far is enriching her life in many ways. “Each time I return from a two-week trip to Berlin or somewhere else, I come back to the office with a bank of knowledge, a deeper understanding of myself and the business and some practical skills that I can instantly engage.”

You can follow Lauren’s MBA Adventures by following her on Twitter or Instagram. Look out for the hashtag #lonewoolf

As Cell C believes in championing the consumer, the brand now seeks to enable everyday South Africans to realize the power they hold within themselves. Through this campaign, Cell C hopes to entrench the reason why people need to believe in themselves and in each other by making their dreams come true.

If people only believe in themselves and in each other, there’s no telling what greatness can be accomplished. It was this thinking that led us to construct the creative platform: “You’re more powerful than you think”.

Neo Mashigo, Executive Creative Director says, “This campaign is a showcase to all South Africans that Cell C will always support their beliefs and dreams. The aim of the 360 degree campaign is to creatively inspire people to push themselves to achieve their dreams with Cell C guiding the way. Through this Cell C will generate sustainable brand affinity and will inspire people to make their dreams come true through the power of belief.”

Credits:

Executive Creative Director: Neo Mashigo
Art Director – Marcus Moshapalo
Art Director – Justice Mukheli
Copywriter  – Justin Oswald
Senior Strategic Planner – Stefan Siedentopf
Business Director – Masego Motsogi
Head of TV Production – Debbie Dannheisser
Managing Partner – Colleen Berrange

Follow Cell C on Facebook and on Twitter for more of their updates and the progression of the ‘Believe’ campaign.