Ogilvy has unveiled a dedicated experience lab called Reality in a bid to explore and ‘unlock’ brand applications of emerging technologies.
Led by the creative agency’s global head of innovation Dickon Laws, the service is described as an innovation translator, pathfinder and risk navigator service for clients.
The new experience capability will focus on three key areas including augmented, synthetic decentralised experiences.
Ogilvy has assembled teams of specialists from across the network, including Coley Porter Bell, AQuest, BottleRocket and Jussi.
While the agency’s network of innovation teams have previously worked with Gucci, VW, PizzaHut, Cadbury’s, Estee Lauder, Greenpeace and Lamborghini, the launch of Reality now makes the emerging tech offering official.
Reality also has a dedicated team to drive ‘industry best practice’ partnerships with platforms including Snap Chat, Meta, Epic Games, Soul Machines and Salesforce.
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“When you think that the metaverse and its associated technologies are projected to be worth almost $1.5 trillion 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,” Ogilvy global head of innovation Dickon Laws said.
“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.
“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.”
