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CREATIVITY & TECHNOLOGY

Hello!

Rob Blackie Digital Strategy

Dayoan Daumont Innovation Director

OgilvyOne/OgilvyRED

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APPLIED INNOVATION

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Dayoan Daumont . dayoan.daumont@ogilvy.comAnn Higgins . ann.higgins@ogilvy.com

JUMP START CREATIVE THINKING TOWARDS APPLICATIONI

Applied Innovation

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=

Startup Mentality + Client Problems +

Agency Experience + Cognitive Insights

Working solution to solve business objective through a

combination of creative, behaviour strategy, and

cognitive systems

Applied Innovation Framework

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Insights

ProblemSolution

Make MVP BC MVP Beta Scale It Up

Working Hypothesis

High level feasibility• Effort• ReturnBusiness Value Assessment• Cognitive Business Case• Engagement PlanCognitive Vision & Roadmap• Preliminary Cognitive

Journey

MVP Business Case

Product Cycle (2 weeks)• Costumer Journeys• Full Business Requirements• Sprint BacklogDev Sprints MVP Beta (2 weeks)• Limited Release

Launch Beta Release

Agile Production Cycle• Optimisation• Improvement• Launch• Repeat

Public Release

4 - week sprint2 - week sprint4 day sprint (hack) timing based on size of engagement

How do we deploy it

The “Making” takes the form of a hack, a compressed period of time where OgilvyRED and its extended network bring a mix of experts to tackle a client objective. There are 2 key factors to its success:

1. Partnerships, not any one agency has all the skills or expertise needed, partnerships are key to solving the objectives in order to making something tangible in the end.

2. The skillset of each team must be diverse, but must include a developer, designer, and digital strategist

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Cognify the Health of a Nation

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an IBM & Ogilvy initiative

Applied Innovation in action

and

Ogilvy and IBM have been strategic partners and collaborators for over 50 years. Our relationship goes beyond Agency/Client, we are partners that look to each other for inspiration and growth.

For Ogilvy it’s an opportunity to introduce our clients to the power of Watson and in the process establish our role as innovators and thought leaders.

For IBM it creates a stronger relationship with Ogilvy and WPP as well as extending the influence of Watson beyond the engineering and into the creative aspects of agency solutions

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https://youtu.be/ZBPd-frLT0s

Augmented Intelligence

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Cognitive systems - IBM Watson

Cognitive [kog-ni-tiv] (adjective): of, relating to or involving conscious mental activities (such as thinking, understanding, learning and remembering)

• Cognitive systems understand human expressions – textual, verbal, visual

• By reasoning about the actual intention or problem being addressed

• They learn how to recognise patterns of meaning through examples and feedback

• And they interact with humans in their own terms, and in a way that inspires people

• ... and do so at enormous scale.

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IBM Watson is a cognitive system that can…

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UNDERSTAND

Cognitive systems understand imagery, language and other unstructured data like humans do.

REASON

They can reason, grasp underlying concepts, form hypotheses, and infer and extract ideas.

LEARN

With each data point, interaction and outcome, they develop and sharpen expertise, so they never stop learning.

INTERACT

With abilities to see, talk and hear, cognitive systems interact with humans in a natural way.

Watson provides five main cognitive capabilities to help drive a more personalised consumer relationship

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Language Enables computers to “understand” large volumes of text, and interrogate that data by man or machine

Empathy Enables computers to understand emotion, intent & personality

Speech Enables voice interaction with applications

VisionAllows users to understand the contents of an image or video frame, for example, answering the question: “What is in this image?”

Data InsightsEnables vast volumes of unstructured data to be understood, ordered, searched & presented for easy analysis

Why?

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http://www.campaignlive.co.uk/article/ogilvy-ibm-watson-ran-hackathon-healthcare/1437971

Cognitive computing and machine learning are the latest in a long line of hot tech to capture our imagination and expand the possible. It has been re-imagined from Ex-Machina and SkyNet to the Miss Piggy Chat Bot. But sometimes the promise is greater than the application. We aim to demonstrate how the promise and its application can intersect to create true impact on people’s lives.

The healthcare of a nation is measured by the most basic components, the individual citizen making a multitude of small and personal decisions. In Big Data the same applies, the large pool of data is only valuable when it’s personally relevant in the hands of the individual. Together with cognitive computing we will aim to make national health and well-being personal.

Healthcare’s success will not only help the individual live better and longer lives but the nation’s own economic and innovation growth. A nation that cares for its citizens is one that reaps its growth.

Who?

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The invitation went out to many of our clients within this vertical. The hackathon’s briefs were drafted by Ogilvy UK, IBM, and the brands that jumped to the opportunity, Nestle, Boots, & Beacon Medical Group.

As a qualifier for participation each partner needs to make sure that the business objective are aligned to the overall “Health of a Nation” but that it comes with supporting data.

Watson is incredibly powerful but without data, many sources, and a way to capture it its limited. As an addition to what the brands will bring Ogilvy and IBM will work to source and make available additional data sources or insights for the teams.

For the hack itself we required sample data sets, as we move the ideas beyond the hack into a long term project the data sets would then need to become larger and more robust.

What?

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48 Hackers . 48 Hours . 5 Briefs

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Brief Build Present

3 Weeks before the hack the teams were brought together and briefed by the clients. 5 briefs, 8 teams, & 48 participants. They met their team mates and were assigned a brief.

A 2 day build, 48 hours to crack the brief. Each team spent the first 3 hours figuring out what to build and the rest of the time building

Day 3 teams present to the judges, each for 5 minutes and 5 minutes of Q&A. They then presented in the amphitheater at Sea Containers each for 6 minutes to wow the public.

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Support Makers Participants

IBM had Watson specialists to support all teams as needed. Each client supplied a brief expert in support of its teams.

MakerSpace was key to the space, each team had the ability to 3D print, solder, cut, tie, file, etc.

Everyone was a maker, you may not be a coder but with access to the drag and drop Watson tool “Blue Mix” all members were AI makers. In addition the presentation had to be placed in a narrative, designed and populated to be as real and clear as possible.

Each team was made up of 6 participants. 4 roles were assigned, IBM developer, Ogilvy developer, Behaviour strategist, and a Designer. The remaining 2 roles were hand raisers from across the Ogilvy family, all groups were invited and from all seniority levels.

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Gloria Gibbons

President, Global Practice Leader, Ogilvy Health & Wellness (Panel Moderator)

Rory Sutherland

Vice Chairman Ogilvy Group

Michael Edde

Business Executive Officer —Nestlé Nutrition Nestlé UK & I

Lisa Gilbert

IBM CMO UK & Ireland

Dr Jonathan Cope

GP—Beacon Medical Group (NHS)

Dave Robinson,

Head of Loyalty and Personalisation, Boots UK

Charlie Wilson

CCO EMEA OgilvyOne Worldwide

Chris Williams

Watson Chief Architect, Europe

The Judges

The winner

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Abracadabra – d.codeThe solution, called D-Code (Diabetes-Code), is an educational initiative to teach children to build IBM Watson-Powered applications to help the people of Plymouth know their risk of pre-diabetes and adopt healthier lifestyles The first component enables children to build a diabetes risk assessment quiz The second component enables children to build and 3D-print a ‘diabetic robot’ which ‘eats’ what the family eats, suggesting alternatives to adopt a healthier lifestyle

The benefits: • For the people to adopt healthier lifestyles • For the healthcare professionals saves valuable time • For the children provide programming skills and builds healthy

habits • For IBM, our solution makes the awesome capabilities of Watson

visible to all

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Abracadabra – d.code (Watson Insights)d.code was built as an education initiative for the schools of Plymouth and Beacon Healthcare to educate the wider community about diabetes. By using Node-RED and Watson on Bluemix, team Abracadabra built a platform that allows children to build and code their own health-focused apps. The d.code app combines a fun, easy to use interface that is powered by multiple Watson cognitive capabilities. By using Watson, the app provides an understanding of sentiment tone and entities extraction that children can then share with parents, schools and doctors. The end result is a platform that fuels different areas of education while also providing a deeper awareness and monitoring of health conditions of wider community.

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IBM Technologies: IBM Bluemix, IBM Watson Visual Recognition, Watson Conversation, Watson Tone Analyser, Watson Personality Insight, Watson Discovery, Watson Analytics, Watson  Text to Speech, Watson Speech to Text, Node-RED

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Questions?

Dayoan Daumont Innovation Director

OgilvyOne/OgilvyRED

Rob Blackie Digital Strategy