#OGILVYSXSW
– F E S T I V A L H I G H L I G H T S –
L I V E F R O M

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James Whatley
Planning Partner - Innovation
@whatleydude
Laurie Close
Global Brand Partnerships
@laurieec1

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S WHERE YOU’RE DIALLING IN FROM

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TODAY’S PRESENTATION
1. WTF IS SXSW? (SUPER QUICK)
2. TRENDS AND THEMES (THE MEAT)
3. MAIN TAKE-OUTS (IT AIN’T JUST BBQS & BEER)
4. THE WEIRD, THE WOW AND THE FUN (STAY FOR THIS)

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OK SO WAIT, WTF IS SXSW?

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STUFF TO SEE

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SO WHAT ARE THE TRENDS

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CHATBOT OVERLOAD
1

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CHATBOT OVERLOAD
1
20+ different talks on Chatbots
Technology Development
The Science of Conversation
Conversation Commerce
Bots as Humans

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CHATBOT OVERLOAD
1What are Bots good for?
- Helping SXSW attendees?
- Replacing Apps?
- Doing a Google search?
- Helping people stop smoking?
- Helping Refugees?
And what about accountability?

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VR + 360 VIDEO
2

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2 Every other stand had a VR experience
360 video is most easily accessible
Creative trends are barely starting
Language definition
What’s next?
VR + 360 VIDEO
EVERYWHERE

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VR + 360 VIDEO
1Sparks to noodle on:
- 360 video is HARD.
- You need to invest in experts.
- What are the A/V story-telling cues?
- Don’t forget to re-train your audience
- Pro Tip: edit in a headset

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VR + 360 VIDEO
1“If you’re counting eyeballs, you
should turnaround, leave the
session. VR today is about depth
not reach. Come back in 10yrs.”
- Ola Bjorling,
360 video director

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CONNECTED HOME
3

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3
AI in the Home
House as Product
Interconnected Devices
Security Problems
Connected Clothes
CONNECTED HOME

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CONNECTED HOME
1
Sony Xperia Touch turns any surface
into a touchscreen.

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CONNECTED HOME
1
Kasita is a build-to-spec portable
PRODUCT home.

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CONNECTED HOME
1Thinking points:
- Why don’t our devices have one interface?
- Who will win the voice battle?
- What about ads via your home AI?

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THE ETHICS OF…
4

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THE ETHICS OF…
4
Interaction Design
Algorithms
Coding
Your Workforce
Chatbots & AI

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THE ETHICS OF…
1More than ever before, SXSW conferences
had a huge focus on and around ethical
wellness.
- Bots that help
- The ethics of interaction design
- The ethics of your workforce
- #HumaneTech
- Bursting Filter Bubbles #AltMiddle

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VIDEO FIRST WORLD
5

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5 Consumption is changing
Rediscovering Long-Form
Budget v Demand
Snapchat + FacebookVIDEO FIRST WORLD

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VIDEO FIRST WORLD
1
Thinking points:
- Demand has literally doubled (and continues
to do so, YoY. Budgets have not moved -
something has to give.
- Content as ‘lumber’ (or timber)
- The Power of LIVE
- Facebook: in or out?
- Snapchat is continually making in-roads with
publishers

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KEY TAKEOUTS
CHATBOT OVERLOAD
1. THE CHATBOT REVOLUTION IS HERE AND IT IS HAPPENING
2. AND THE GOOD NEWS IS: OGILVY ARE ALL OVER IT
3. NOW IS THE TIME TO MAKE AN IMPACT AND DEFINE THE CATEGORY
4. TRY AND SOLVE AN ACTUAL PROBLEM
5. DATA, DATA, DATA

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KEY TAKEOUTS
VR + 360 VIDEO
1. FIRST THING FIRST: THEY’RE TWO DIFFERENT THINGS!
2. CONSUMERS ARE CATCHING ONTO THE LATTER
3. THE FORMER IS STILL SUPER NASCENT / INDIVIDUAL
4. RETRAIN YOUR THINKING BUT ALSO RETRAIN YOUR VIEWER
5. ROSE TROCHE AND IMRAAN ISMAIL ARE LEADERS IN THE SPACE

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KEY TAKEOUTS
CONNECTED HOME
1. DO NOT BUILD FOR TODAY - BUILD FOR 5YRS FROM NOW
2. HOME AS PRODUCT
3. SECURITY
4. THINK ABOUT ADVERTISING (AFTER THE SALE)
5. THE TECH IS CATCHING UP - QUICKLY

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KEY TAKEOUTS
ETHICS
1. CONNECTED DEVICES: CAN YOU TRUST THEM?
2. DEVELOPERS HAVE BIAS.
3. WHO ARE YOUR AUDIENCE? DO YOU/YOUR PRODUCT/BRAND
/ YOUR ADVERTISING REFLECT SOCIETY? #ALTMIDDLE / #GETOUTTHERE
4. RESPONSIBLE CONTENT
5. USE YOUR POWER FOR GOOD

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KEY TAKEOUTS
THE IMPACT OF A VIDEO FIRST WORLD
1. VOX, VICE, NYT: EXPERIMENT WITH NEW PLATFORMS
2. PRODUCTION BUDGETS DON’T MOVE, SO HOW CAN YOU?
3. LIVE IS HAPPENING - BUT ACROSS MULTIPLE CHANNELS
4. INVEST IN UP-SKILLING (CREATIVE + PRODUCTION)
5. USE. EVERYTHING.

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LETS GET WEIRD…

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1

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WOW, WOOOW.

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GARETH EDWARD

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LANDING ON MAR

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GAME OF THRONES, BECAU

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RAG N BONE MAN

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FUN STUFF!

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ASK US A QUESTION

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WHERE CAN YOU GET THIS DE
Ogilvy Employee?
themarket.ogilvy.com
Clients and general public?
slideshare.net/socialogilvy

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THANK YOU!