2015 International CES Day 3 Recap #OgilvyCES

1. 3
5
RECAP
DAY3M AT T D O H E R T Y,
ASSOCIATE DIRECTOR,
GLOBAL DIGITAL CREATIVE DEVELOPMENT
OGILVY & MATHER WORLDWIDE
PASSIVE (IN A
GOOD WAY)
CYBERSECURITYWe’re heading into a more
passive and seamless user
authentication model.
LEST WE FORGET
YOU’RE
RESPONSIBLETOOEventually we’ll see the
consumer shift into
wearables, how is your brand
going to treat them?
1 2
4 LIKEVEGAS,BE OPEN TO
EXPERIMENTATION
So much happens at CES,
are you going to sit back and
wait or do something?
INTERNATIONAL
CES
2015
DATA
DISCRIMINATIONThis discrimination comes in
the form of disparate impact.
THEACCUMULATIONOFSMARTER
CONNECTIVITY
Accumulation of interconnected tech
will take place over time, not overnight.

2. RECAP
DAY3
INTERNATIONAL
CES
2015
M AT T D O H E R T Y,
ASSOCIATE DIRECTOR,
GLOBAL DIGITAL CREATIVE DEVELOPMENT
OGILVY & MATHER WORLDWIDE

3. RECAP
DAY3INTERNATIONAL
CES
2015
1
DATA
DISCRIMINATION
THE BIG SOCIETAL ISSUES that data can solve is on point. But one
person’s love of data personalization can be another person’s
creeping. And not just creeping, it can also be discriminatory.
This discrimination comes in the form of disparate impact
which are judgements made about you based on what websites
you go to and get served information that might not be the
right sort of opportunities that should be catered to you. This
creates a siloing effect of individual experience and in the bigger
picture can become a concern within the fabric of our society
as we’re now being dictated to, losing a sense of discovery.

4. RECAP
DAY3INTERNATIONAL
CES
2015
2 THEACCUMULATIONOF
SMARTER CONNECTIVITY
ONE DAY WE’RE GOING TO wake up in our homes and we’ll have
accumulated 30-50 wifi-enabled products once connected living
really takes off. But this accumulation will take place over time, not
overnight. And we’re going to buy each product because it’s going to
fulfill specific wants. Multi-brand and product systems will flourish and
a common language will develop over time. One provider or system
won’t win out because of software and the APIs that can be built on
top. It’s this type of optimism the industry is clinging to because there
are bigger business opportunities to be had once everything just works.

5. RECAP
DAY3INTERNATIONAL
CES
2015
3
LEST WE FORGET,
YOU’RERESPONSIBLETOO
AT THE END OF THE DAY we created all these perils and tech
progression ourselves and you as an individual are just as
responsible as all the tech and digital service providers and
industries out there. Will it be the autonomous car’s fault when
an accident occurs or the owner? Will insurance rates in all
verticals change for the better or worse with the healthcare
and other data input or will a new class system be created?
We want to point the finger for things to happen faster, work in
sync, but we also have to be ready to approach governance and
the responsibility of tech as companies and as individuals.

6. RECAP
DAY3INTERNATIONAL
CES
2015
4 LIKE VEGAS, BE OPEN
TOEXPERIMENTATIONWITH SO MUCH GOING ON AT CES, you can either wait to see what other
brands are going to do or actually go out and do something. You have
an entire section of hungry entrepreneurs at Eureka Park who will do
almost anything to make something with you. There are tons of tools to
pickup and handover to your creative and tech teams to test and push
out new types of content across your owned media. All you have to do
is be open to experimentation. So what if it was weird, or didn’t perform
well. At least you can say you did it first. Trust us, there are so many
times when we have ideas that never get made but then 6 months
down the line another agency and brand executed something similar to
what was down on paper. Leave CES setting out to do one experiment
with your brand over the next year and come back with a story to tell.

7. RECAP
DAY3INTERNATIONAL
CES
2015
5 PASSIVE ( IN A GOOD WAY)
CYBERSECURITYCOMING RIGHT OFF the back of the Sony Pictures hack is the
cyber security marketplace at CES. The drive to connect
everything has consumers worried about devices collecting and
storing growing amount of information about them. Passwords
are going to go extinct. We’re heading into a more passive and
seamless user authentication where the explicit log-in of typing
in a unique string of characters becomes less common.