The document summarizes key highlights from the South by Southwest (SXSW) festival, including trends in chatbots, virtual reality, connected home devices, and video consumption. Some main takeaways are that chatbots are proliferating but should solve real problems, VR and 360 video are growing but still nascent, connected home devices will focus on security and advertising, and ethics are an increasingly important consideration across many technologies.

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– F E S T I V A L H I G H L I G H T S –
L I V E F R O M

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James Whatley
Planning Partner - Innovation
@whatleydude
Laurie Close
Global Brand Partnerships
@laurieec1

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S WHERE YOU’RE DIALLING IN FROM

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TODAY’S PRESENTATION
1. WTF IS SXSW? (SUPER QUICK)
2. TRENDS AND THEMES (THE MEAT)
3. MAIN TAKE-OUTS (IT AIN’T JUST BBQS & BEER)
4. THE WEIRD, THE WOW AND THE FUN (STAY FOR THIS)

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OK SO WAIT, WTF IS SXSW?

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STUFF TO SEE

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SO WHAT ARE THE TRENDS

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CHATBOT OVERLOAD
1

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CHATBOT OVERLOAD
1
20+ different talks on Chatbots
Technology Development
The Science of Conversation
Conversation Commerce
Bots as Humans

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CHATBOT OVERLOAD
1What are Bots good for?
- Helping SXSW attendees?
- Replacing Apps?
- Doing a Google search?
- Helping people stop smoking?
- Helping Refugees?
And what about accountability?

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VR + 360 VIDEO
2

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2 Every other stand had a VR experience
360 video is most easily accessible
Creative trends are barely starting
Language definition
What’s next?
VR + 360 VIDEO
EVERYWHERE

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VR + 360 VIDEO
1Sparks to noodle on:
- 360 video is HARD.
- You need to invest in experts.
- What are the A/V story-telling cues?
- Don’t forget to re-train your audience
- Pro Tip: edit in a headset

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VR + 360 VIDEO
1“If you’re counting eyeballs, you
should turnaround, leave the
session. VR today is about depth
not reach. Come back in 10yrs.”
- Ola Bjorling,
360 video director

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CONNECTED HOME
3

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3
AI in the Home
House as Product
Interconnected Devices
Security Problems
Connected Clothes
CONNECTED HOME

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CONNECTED HOME
1
Sony Xperia Touch turns any surface
into a touchscreen.

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CONNECTED HOME
1
Kasita is a build-to-spec portable
PRODUCT home.

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CONNECTED HOME
1Thinking points:
- Why don’t our devices have one interface?
- Who will win the voice battle?
- What about ads via your home AI?

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THE ETHICS OF…
4

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THE ETHICS OF…
4
Interaction Design
Algorithms
Coding
Your Workforce
Chatbots & AI

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THE ETHICS OF…
1More than ever before, SXSW conferences
had a huge focus on and around ethical
wellness.
- Bots that help
- The ethics of interaction design
- The ethics of your workforce
- #HumaneTech
- Bursting Filter Bubbles #AltMiddle

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VIDEO FIRST WORLD
5

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5 Consumption is changing
Rediscovering Long-Form
Budget v Demand
Snapchat + FacebookVIDEO FIRST WORLD

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VIDEO FIRST WORLD
1
Thinking points:
- Demand has literally doubled (and continues
to do so, YoY. Budgets have not moved -
something has to give.
- Content as ‘lumber’ (or timber)
- The Power of LIVE
- Facebook: in or out?
- Snapchat is continually making in-roads with
publishers

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KEY TAKEOUTS
CHATBOT OVERLOAD
1. THE CHATBOT REVOLUTION IS HERE AND IT IS HAPPENING
2. AND THE GOOD NEWS IS: OGILVY ARE ALL OVER IT
3. NOW IS THE TIME TO MAKE AN IMPACT AND DEFINE THE CATEGORY
4. TRY AND SOLVE AN ACTUAL PROBLEM
5. DATA, DATA, DATA

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KEY TAKEOUTS
VR + 360 VIDEO
1. FIRST THING FIRST: THEY’RE TWO DIFFERENT THINGS!
2. CONSUMERS ARE CATCHING ONTO THE LATTER
3. THE FORMER IS STILL SUPER NASCENT / INDIVIDUAL
4. RETRAIN YOUR THINKING BUT ALSO RETRAIN YOUR VIEWER
5. ROSE TROCHE AND IMRAAN ISMAIL ARE LEADERS IN THE SPACE

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KEY TAKEOUTS
CONNECTED HOME
1. DO NOT BUILD FOR TODAY - BUILD FOR 5YRS FROM NOW
2. HOME AS PRODUCT
3. SECURITY
4. THINK ABOUT ADVERTISING (AFTER THE SALE)
5. THE TECH IS CATCHING UP - QUICKLY

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KEY TAKEOUTS
ETHICS
1. CONNECTED DEVICES: CAN YOU TRUST THEM?
2. DEVELOPERS HAVE BIAS.
3. WHO ARE YOUR AUDIENCE? DO YOU/YOUR PRODUCT/BRAND
/ YOUR ADVERTISING REFLECT SOCIETY? #ALTMIDDLE / #GETOUTTHERE
4. RESPONSIBLE CONTENT
5. USE YOUR POWER FOR GOOD

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KEY TAKEOUTS
THE IMPACT OF A VIDEO FIRST WORLD
1. VOX, VICE, NYT: EXPERIMENT WITH NEW PLATFORMS
2. PRODUCTION BUDGETS DON’T MOVE, SO HOW CAN YOU?
3. LIVE IS HAPPENING - BUT ACROSS MULTIPLE CHANNELS
4. INVEST IN UP-SKILLING (CREATIVE + PRODUCTION)
5. USE. EVERYTHING.

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LETS GET WEIRD…

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1

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WOW, WOOOW.

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GARETH EDWARD

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LANDING ON MAR

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GAME OF THRONES, BECAU

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RAG N BONE MAN

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FUN STUFF!

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ASK US A QUESTION

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WHERE CAN YOU GET THIS DE
Ogilvy Employee?
themarket.ogilvy.com
Clients and general public?
slideshare.net/socialogilvy

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THANK YOU!