Ogilvy creates Content Shopfront @ Digital Shoreditch

By Leo Ryan | global head of social innovation and partnerships

Ogilvy & Mather Group UK


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May 11, 2015 | 4 min read

On 11 May at 9am we opened the doors on our Content Shopfront @ Digital Shoreditch.

As sponsors of DS2015 Ogilvy is involved in many aspects of the festival, from members of staff giving presentations throughout the program to the Ogilvy Labs team programming a whole morning of speakers on the Thursday. But with all that it still felt that we were talking the talk, quite literally, when we should really be rolling up our trousers and walking the walk.

It seemed to us that perhaps we could be a lot more involved in the content and media surrounding DS2015 than simply providing some insightful commentary on the state of digital innovation.

Around the world Ogilvy manages and operates 36 social content studios. Operationally these studios cover an broad range of clients, target audiences, content types and publishing models. In the London agency alone we have three different studios each established with bespoke listening tools, state of the art shooting and editing editing facilities and teams producing both rich and reactive content for global and UK clients.

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So we asked ourselves "How busy could they be? Why don't we take what we do for clients and do it for ourselves and Digital Shoreditch?" Thus the idea of the Content Shopfront was born.

We pitched the concept to Andy Oakes at The Drum and he thought that it was an excellent idea, but possibly not ambitious enough. I told him will be doing it on Snapchat as well and he jumped at it. So we joined forces with the Drum as our journalistic sparring partners and set sail.

To make this happen we’ve taken horizontality and put it on speed. We’ve drawn from across the Ogilvy family of agencies pulling on almost every aspect. Social data analytics and conversation monitoring will come from the OgilvyOne and Ogilvy PR listening teams, editorial planning and long form content creation from the Ogilvy One team, who usually do this kind of thing for Nescafe and British Gas.

We’ve raided the Ogilvy PR reactive content studio and set up a live studio and responsive content team whose work usually graces the timelines and feeds of British Airways, American Express and Old El Passo and we’ve taken the recently merged Ogilvy & Hogarth video production team to get this all out in a timely manner. Finally we’re utilising the paid content distribution skills of our latest acquisition SocialLabs to make sure that what we’re creating is seen by the right audiences at scale.

In my mind it the vision was for a startup publishing business cum Salon de Refuses meets bar room brawl peppered with some infographics and overlaid with a rolling hashtag conversation about the state of startups and innovation hype in 2015.

I hope we’ve gotten half way there.

You can see for yourself here:

Snapchat: OgilvyUK

Here on the Drum: /content/digital-shoreditch

And if our targeted paid is worth its weight, then we should wind up in your feed regardless...

Leo Ryan is global head of social Innovation and partnerships at Ogilvy.


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