Ogilvy is aiming to guide its clients through the labyrinthine complexity of emerging tech with the launch of a dedicated experience lab, which will be operated through partnerships with leading platforms including Snap Chat, Meta, Epic Games, Soul Machines and Salesforce.
The Reality lab will be led by Ogilvy’s global head of innovation, Dickon Laws, and will house assembled teams of specialists from across the network, including staff at Coley Porter Bell, AQuest, BottleRocket and Jussi. Previously Ogilvy’s network of innovation teams have worked with Gucci, VW, PizzaHut, Cadbury’s, Estee Lauder, Greenpeace and Lamborghini.
The new capability will focus on three key areas: augmented experiences – including AR and camera strategies; synthetic experiences – including world building, digital-humans and design generative content; and decentralised experiences – exploring how a “trust free” Internet improves customer experience.
Laws said: “Although most brands have experimented with emerging tech, there is still a lot of “IDK” and “WTF” attached to AR, VR, AI, ML, NPC, NFT and Web3.
“When you think that the metaverse and its associated technologies are projected to be worth almost $1.5trillion dollars by 2029, that’s either a lot of growth to miss out on or a lot of mis-invested budget for brand leaders to be accountable for through poor understanding and unfamiliarity.”
He insists that Reality has been designed to de-risk that investment and unlock the value for brands by translating what these emerging and maturing technologies can mean for customers.
Laws added: “Emerging tech is not new; but businesses do not explore its potential. Reality will unlock exponential value that clients can’t access elsewhere. The industry is drowning in acronyms and umbrella terms that are confusing and misleading.
“Bringing the focus away from whatever the tech flavour of the month allows brands to focus on what is going to drive real business growth, something that is needed more than ever in periods of slow economic growth.”
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