Otto Bell, Creative Director of OgilvyEntertainment in New York City, NY, USA, will chair the Committee for Final Judging of the Creative Awards Categories in The 2013 American Business Awards, the top business awards competition in the USA. (Next Wednesday, March 27, is the entry deadline for the 2013 ABAs. If you haven't already done so, you can request your entry kit here and it will be emailed to you right away. If you can't make the March 27 entry deadline, April 24 is the last day that late entries will be accepted with payment of a late fee per entry.)
Here we chatted with Otto about the most important recent developments in media and entertainment.
What do you think are the three most important recent developments in media and entertainment, and how will they affect the way businesses and brands promote themselves in the future?
The following trends are interconnected and, I believe, result in more powerful advertising and more enjoyable content:
- The Decline of the 30-Second Spot … means that businesses can no longer interrupt consumers. Instead, they increasingly have to find ways to attract consumers in order to shop their wares.
- The Decline of Traditional Network Television … means businesses can no longer count on renting space around popular content. They must either be part of the content, or—even better—the owners.
- The Rise of On-Demand Programming … means businesses must produce genuinely entertaining and/or additive content if they expect to win an audience.
What item of news recently caught your eye and why?
The IMF recently reported that India must double its infrastructure over the next five years in order to maintain its current economic growth trajectory. Given India’s current appetite for fossil fuels, such an expansion could either be a coffin nail in sustainability efforts or an opportunity for a better way forward. This tidbit of news inspired me to write a show format in partnership with an Indian broadcaster that will premiere on the subcontinent later this year.
What is your favorite business app?
Skyscanner. When your plans hit the fan and you start missing planes, the Skyscanner app is the simplest way to figure out the fastest way from A to B.
If you could choose another profession, what would it be?
I’d be a farmer for a lot of the same reasons I like being a creative director and producer: Broadly speaking, the amount of hard work you put into your plot directly affects the successful results you will enjoy.
As someone at the top of your profession, what keeps you inspired or makes you hit the ground running in the morning?
The work of others: Whether I find it inspiring or I’m just plain old envious, seeing other people produce work that I admire spurs me on no end.
About Otto Bell
As Creative Director of OgilvyEntertainment, Otto oversees the development and production of both branded and unbranded projects for the group. A multi-award winner, he has told and sold stories on five continents for a kaleidoscope of brands. His ongoing client roster includes Philips, DuPont, and IBM. His current media partners encompass BBC World News. The Huffington Post, Fortune Magazine, Times Now of India, and National Geographic.
Otto is a graduate of the prestigious WPP Fellowship program and holds a Masters in English Literature from Oxford University. He lives in Downtown Manhattan and enjoys photography and riding his Harley Davidson.
OgilvyEntertainment was founded in 2006 as the entertainment marketing arm of Ogilvy & Mather. With a worldwide presence including offices in Singapore and Paris, our team is headquartered in New York City. OgilvyEntertainment is a diverse group of 25+ experts with backgrounds spanning every aspect of the entertainment and marketing industries. Our holistic approach to branded content and original entertainment stems from our desire to weave a brand’s DNA into engaging, story-driven content to effectively communicate with consumers through a variety of media channels and platforms. For more information, visit http://www.ogilvy.com/About/Network/OgilvyEntertainment.aspx.