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– 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 WhatleyPlanning Partner - Innovation

@whatleydude

Laurie CloseGlobal Brand Partnerships

@laurieec1

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TELL US WHERE YOU’RE DIALLING IN FROM

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TODAY’S PRESENTATION1. 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 VIDEOEVERYWHERE

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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 ClothesCONNECTED HOME

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CONNECTED HOME

1Sony Xperia Touch turns any surface into a touchscreen.

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CONNECTED HOME

1Kasita 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

1Thinking 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 TAKEOUTSCHATBOT OVERLOAD

1. THE CHATBOT REVOLUTION IS HERE AND IT IS HAPPENING2. AND THE GOOD NEWS IS: OGILVY ARE ALL OVER IT3. NOW IS THE TIME TO MAKE AN IMPACT AND DEFINE THE CATEGORY4. TRY AND SOLVE AN ACTUAL PROBLEM5. DATA, DATA, DATA

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KEY TAKEOUTSVR + 360 VIDEO

1. FIRST THING FIRST: THEY’RE TWO DIFFERENT THINGS!2. CONSUMERS ARE CATCHING ONTO THE LATTER3. THE FORMER IS STILL SUPER NASCENT / INDIVIDUAL4. RETRAIN YOUR THINKING BUT ALSO RETRAIN YOUR VIEWER5. ROSE TROCHE AND IMRAAN ISMAIL ARE LEADERS IN THE SPACE

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KEY TAKEOUTSCONNECTED HOME

1. DO NOT BUILD FOR TODAY - BUILD FOR 5YRS FROM NOW2. HOME AS PRODUCT3. SECURITY4. THINK ABOUT ADVERTISING (AFTER THE SALE)5. THE TECH IS CATCHING UP - QUICKLY

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KEY TAKEOUTSETHICS

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 / #GETOUTTHERE4. RESPONSIBLE CONTENT5. USE YOUR POWER FOR GOOD

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KEY TAKEOUTSTHE IMPACT OF A VIDEO FIRST WORLD

1. VOX, VICE, NYT: EXPERIMENT WITH NEW PLATFORMS2. PRODUCTION BUDGETS DON’T MOVE, SO HOW CAN YOU? 3. LIVE IS HAPPENING - BUT ACROSS MULTIPLE CHANNELS4. 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 EDWARDS

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LANDING ON MARS

#OGILVYSXSWGAME OF THRONES, BECAUSE…

#OGILVYSXSWRAG 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 DECK?Ogilvy Employee?

themarket.ogilvy.com

Clients and general public?

slideshare.net/socialogilvy

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THANK YOU!