My piece on VAOR’s from the Ogilvy Sell or Else blog
Have you ever visited the Four Corners monument in the southwestern United States where one can stand on all fours simultaneously touching the states of Utah, Arizona, New Mexico and Colorado? That’s a bit like what the interactive video marketplace requires of top digital agencies; giving equal weight to multiple disciplines in the name of maximizing opportunity. Brands need to connect with audiences regardless of platform or device. Agencies need to be ready to develop and execute strategies that blend seamlessly from TV to web to mobile marketing to OOH and back again.
In this new paradigm, where advertising creative, content development and social tactics merge, the seeds of a new kind relationship are being planted: the Video Agency of Record.
Ad Age Agency A-List 10 to Watch
OGILVY
After laying the groundwork under CEO Miles Young, Ogilvy’s North American transformation finally felt tangible in 2010 with Bayer, CDW, Citizens Bank, Fanta, Kimberly-Clark, Nestlé Purina, Ikea and UPS all entrusting their brands to the WPP shop. The new clients led to revenue growth of 10%, and the changes at Ogilvy are proving alluring to top talent, as the agency attracted Steve Simpson, longtime creative at Goodby, Silverstein & Partners, to take the reins as chief creative officer at Ogilvy North America. We’re betting the agency will really see growth, though, through an increasing focus on consulting practices and its digital-video practice. Ogilvy last year set up a special unit to help marketers like IBM and Nestlé build YouTube channels and other online video content, and YouTube hailed the agency ahead of its own plans for monetizing video.
– RUPAL PAREKH
AdWeek 12/14/2010 How Technology is Changing Communication
Neat piece with me, John Bell and a few other digital types representing. 
Rob
A quick discussion on YouTube brand channels, Post Play Interaction (PPI) and evolving trends. See the permalink at http://www.beet.tv/2010/06/madison-avenue-embracing-youtube-branded-channels-for-direct-marketing-.html
Streaming Media East, New York City
Wednesday May 12th 3:15 pm – 4:15 pm
A204: How Old Media Is Embracing Online Video and New Media
Moderator: Lance Podell, CEO, Next New Networks
Paul Slavin, SVP, ABC News Digital
Patrick Bishow, Director, Multimedia Broadcasting, Standard & Poor’s
Rob Davis, Partner, Interactive Marketing Director, OgilvyInteractive
John Caldwell, President, National Geographic Digital Media
Paul Slavin, SVP, ABC News Digital
Patrick Bishow, Director, Multimedia Broadcasting, Standard & Poor’s
Rob Davis, Partner, Interactive Marketing Director, OgilvyInteractive
John Caldwell, President, National Geographic Digital Media
This session will discuss how converging media technologies are redefining traditional distribution methods; how interactive and on-demand services are changing; and how entertainment and news video is being consumed. Come hear from some of the leading publishers, broadcasters, and advertisers about the impact that video and new media is having upon their business models.
“The train has left the station,” Rob Davis, partner, interactive marketing director and leader of Ogilvy’s Online Video Practice, told digiday’s recent VideoUpfront in LA. In his keynote, “A long talk on the brief history of online video,” Davis’ statistics take aim at all the reasons brands and agencies may have for “waiting until online video is real” before jumping in. But it’s more than stats like the fact that pre-roll ads reach more than half the total video audience online that have caused online video to rise to a medium of “massive importance” – it’s things like user control that have changed decades-old rules of how to reach a mass audience online. Davis pleads passionately, “if we squander the opportunities interactivity offers and try to make the Web into TV 2.0, we will have failed to seize the most dynamic marketing device of our time.”
Link to video of keynote: DM2PRO
Even more video from work…
The IBM YouTube launched today with an elegant interface introducing new ways to navigate content on the video site.
More videos from work…
The phase out of R22 refrigerant is not a hot topic unless it impacts your work, and then it is a major area of concern. How to manage R22 supplies while planning to transition to replacement products is something hundreds of thousands of business people will deal with over the next few years. This video series helps lay out the issues and DuPont’s solutions. You can see the YouTube playlist, or start with the embedded video below.
Rob
More videos from work…
Every wonder how safety glass came to be invented? What it’s application is in “green” buildings? Or how laminated glass can play a role in protection against terrorists? Or how installations like the NYC Apple store stairs and the Grand Canyon glass platform work? Here’s a series of videos (available in HD) that help. View the YouTube playlist or start with the embedded video below.
Rob
For our latest installment in the Five Questions series, we talked to Rob Davis, Leader of Ogilvy’s Interactive Video Practice, to get his take on the role of online video in client campaigns, the myth of “viral videos,” and the tools that make his job easier.
