As an official partner of Digital Shoreditch 2015, Creativepool joined the Ogilvy Labs Live day on Thursday 14 May to celebrate the outstanding achievements in the creative, tech and entrepreneurial communities.
Held in East London's Shoreditch Town Hall, the festival boasts a high-profile speaking line-up that includes Google London's Head of Campus, Sarah Drinkwater, Unilever's Global Marketing Strategy Director, Jeremy Bassett and Albion's Founder and CEO, Jason Goodman. The speakers took to the stage to share their knowledge, explaining what it means to be an entrepreneur, providing practical advice to start-ups, and offering financial guidance to emerging businesses.
Building partnerships between industries and across media channels
Nicole Yershon, Director of Ogilvy Labs, was a key planner of Digital Shoreditch and hosted a panel session which invited the founders of three emerging start-ups onstage to share their success stories; Kerry Hogarth, Founder & MD of 3D Printshow, Ross Bailey, Founder and CEO of Appear Here and David Erasmus, Founder and CEO of Givey.
Launched by Nicole in 2012, Ogilvy Labs has helped a number of emerging start-ups realise their dreams, and each panellist gave an inspiring account of the lessons they’ve learned in bringing their businesses to life.
Case studies from Ogilvy Labs:
The lessons we learnt and the support that really mattered.
‘Getting it right’
Rory Sutherland, Vice-Chairman of Ogilvy & Mather UK also spoke, presenting the need for agencies to utilise the potential of dual process "System 1″ thinking.
Unlike System 2 which is deliberative, rational, conscious and ethical, System 1 is automatic, instinctive and unconscious. It involves no sense of control and can’t be switched off. The importance of getting System 1 right is crucial. "I have seen brilliant brands fail because they didn't understand the System 1 correctly," explained Rory.
System 1 is built on emotional association, habit and comparison. Therefore, getting it right can help provide a framework for how a particular message should be communicated. A great example of it working well can be seen in Saatchi & Saatchi’s 1988 ad for British Rail Intercity.
British Rail 'relax' by Saatchi & Saatchi from 1988
Rory pointed out that ‘getting it right’ only happens when companies and brands deliver that little bit extra; something unexpected, something they didn't have to do. He explained that when System 1 works, it has the power to affect the behaviour of audiences – the Holy Grail in advertising.
