Converse Domaination from Ross Martin on Vimeo.

We are keen to hire the best! Feel free to apply through LinkedIn or send an email with CV and cover letter to jason.fashade at ogilvy dot com.

Details here:

Who are we?

Social@Ogilvy is a global, cross-discipline team of social experts from across all of Ogilvy’s businesses. We know there’s a new customer and stakeholder journey defined by the increasing impact our networks have on purchase decision and our behaviors. We design integrated social solutions that combine deep disciplines like CRM, PR and shopper marketing that are rooted in behavioral drivers.

The role:
Senior Regional Strategist – responsibilities include:

- Lead client accounts across Asia Pacific
- Social business program planning and strategy development
- Identify opportunities to enhance our clients’ businesses and grow our own revenue through farming opportunities
- Manage direct and indirect team members as appropriate. This position will likely have one to two direct reports over time.
- Contribute to cross-discipline social media team, spanning public relations, direct marketing, advertising and shopper marketing
- Online research and social media monitoring using a variety of social media listening tools
- Campaign execution in the areas of community management, influencer identification, influencer outreach and content activation
- Measure campaign effectiveness using a variety of social media analytics tools
- Participate in thought leadership work across the region through blogging on Asia Digital Map, speaking at events and leading webinars across the region.

Desired Skills & Experience

In order to be successful in this role you MUST:
- Be fluent in Mandarin and English with strong copy editing skills for Simplified Chinese
- Have a Bachelors degree or equivalent with a strong academic record
- Have 3+ years developing and executing social media programs in an agency environment
- Have excellent communication skills – verbal and written
- Think critically and creatively, meaning the ability to think clearly and rationally, solve problems and develop new and useful possibilities
- Plan and execute on multiple projects simultaneously in an organized fashion
- Work calmly and maintain good judgment in a fast-paced work environment
- Collaborate with colleagues in different countries and appreciate cultural differences
- Understand current and emerging media platforms and their usage from a consumer and business perspective
- Understand how to drive conversations and online word of mouth
- Be passionate about social media and word of mouth marketing
- Have digital production experience
- Additional skills preferred, but not required:
- Video production and editing
- Management experience
- Business development experience

Company Description

Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a part of the WPP Group (NASDAQ: WPPGY, www.wpp.com.) For more information, visit www.ogilvy.com.

Ogilvy & Mather has nine divisions: OgilvyOne (direct and digital marketing), OgilvyInteractive (digital marketing and strategy), Neo@Ogilvy (digital and direct media), Ogilvy PR (public relations), Ogilvy CommonHealth (health care communications and marketing), OgilvyAction (analytics and experiential marketing), Ogilvy Government Relations (government affairs), OgilvyEntertainment (branded content), RedWorks (production and design) and OgilvyNoor (Muslim consumer practice).

This certainly seems impressive, until you see what happened this month in China already in relation to “Singles Day”.

My colleague Michele Fan gathered some interesting facts and details about the event, which celebrates bachelorhood.

Singles Day, a self-declared holiday on November 11, inspired 213 million netizens in China to spend US$3.1 billion online within 24-hours. Taobao and TMall, both owned by Alibaba, announced a record day of sales.

This means that just 4% of China’s online population is enough to double the total sales volume of 2011’s Cyber Monday in the US.

Two notable phenomena from Singles Day:
1. 8.5% of all transactions that day were mobile, representing 5% (US$151 million) of total sales.
2. Electronics and clothing brands experienced the largest growth in web traffic and transactions

Should bricks-and-mortar simply migrate online to China?

Here is traffic to major e-commerce sites in China between Oct 28 and Nov 11, 2012 (Click on the image if you actually want to read it):

In related news, eBay seems to be ramping up for China again, by acquiring a Shenzhen-based luxury site.

Alibaba will not give up easily. In May, Alibaba subsidiary Tmall.com rolled out “micro hot buy” – a built-in social buying feature – on Weibo. Recent reports indicate Alibaba intends to further invest in the microblogging
site.

If Weibo investment plan is confirmed, Alibaba will have a grasp of 88% of Chinese online population. Game on?

We look forward to seeing how the China e-commerce space evolves over the next year. But the real questions for brands and online retailers are:

1. How does China e-commerce perform for the rest of the 364 of the year?
2. Is the Singles’ Day growth likely to continue next year?
3. Should the bet be on mobile?

Below is a timeline of what happened at TMall in China on Singles Day, translated by Michele:

Next Media kindly did this crazy video for the event. Now I know what I will look like at the age of 80!

Photo here is of Jonathan Mak, the youngest winner of a Cannes Grand Prix ever. Ogilvy China’s chief creative, Graham Fink, commissioned Jonathan to do an image for Coke that won the prize. Jonathan’s previous work included the iconic obituary image of Steve Job’s profile as the bite out of the apple.

Going through all of the winning entries at Cannes, here is a partial list of those using social media. Listed in order of prize won, many are worth looking at.

I have not seen this list elsewhere (which is why I built it!). Please leave comments and I will integrate them in the posting. I will also be adding more videos as I comb through all of the categories.

NIKE+ FUELBAND
Cyber Lions Grand Prix

NIKE+ Fuelband keeps track of one’s daily activity with technology and the use of social, helping individuals achieving personal fitness goals while comparing the results with friends.

http://judgeseyesonly.com/nike-fuelband
http://www.nike.com/fuelband/

Curators of Sweden
Cyber Lions Grand Prix

Sweden becomes the most democratic country on digital media by giving citizens the opportunities to represent the voice of the country under Sweden’s official Twitter aacount @sweden. (https://twitter.com/#!/sweden)

http://curatorsofsweden.com/jury/

The Museum of Me
Cyber Lions Gold Lion

The Museum of Me is an interactive movie that reveals one’s identity via presenting one’s Facebook activities visually such as important life events, photos, circle of friends and frequently used words. Intel uses this virtual museum experience provided to users to illustrate its innovative business products and creativity.

http://www.projector.jp/awards/museumofme/en.html
http://vimeo.com/35948765

The Liberation
Cyber Lions Gold Lion

An online interactive film created with elements of fashion catalogue, game and music targeting teenagers and young women. With a click, the film freezes and the screen turns into an interactive catalogue that allows viewers to like, pin, tweet and buy. The viewers follow the plot of the story, of 3 rebellious teenage girls exploring a new city and can interact with the story by assisting the girls to make decisions.

http://cases.pixelada.com/only/onlybecausewecan/cyber/a08/
http://www.onlybecausewecan.com/

Bear 71
Cyber Lions Gold Lion

Ber 71 is a project that features a 20-minute interactive documentary that explores the raise awareness about the relationship between human beings, animals and modern technology. The narrative follows the real life of a female grizzly bear in Canada from a bear’s perspective. Users to view real footage collected as well as more than 1 million photos collected.

http://foryourconsideration.ca/bear71/
http://bear71.nfb.ca/#/bear71

Small Business Gets an Official Day
Cyber Lions Gold Lion

American Express creates an official “Small Business Saturday” and uses digital media to assist small businesses via creating platform that brought together business owners, consumers, and governments to assist small business owners. As a result, over 100 million Americans ‘shop small’ and American Express has helped small business owners reach more customers.

http://rockymountaintech.org/amex_smallbusinesssaturday_2012.html
http://www.youtube.com/watch?v=wBJJUWt47rk

Connecting Lifelines
Cyber Lions Gold Lion

Hondo responds to the North-East earthquake in Japan by providing road information collected real time though its Interbavi system installed on all vehicles. The Internavi system contributed rebuilding efforts by showing the road to recovery.

http://internavi-dots.shipoo.jp/landing_cl_all_e.html

Don’t Make Up and Drive
Cyber Lions Gold Lion

Volkswagen partners with a Youtube blogger Nikkie with over 25mm views to promote road safety. She applies make-up on her youtube video until she is suddenly flung towards the camera – similar to a car accident (http://www.youtube.com/watch?v=wMFqSjjnte0).

http://www.dont.makeupanddrive.com/

Skate Pinball
Cyber Lions Silver Lion

Frucor Beverages built a website that updates on design and construction of a Pinball Machine park for skaters. Upon the completion of the Skate Pinball machine, skaters can explore the park while the cameras would capture 360˚ videos of riders mid trick and upload photos and videos instantly to the website for people to like and share.

http://www.ourshowroom.co.nz/skatepinballwebsite/
http://awards.skatepinball.co.nz/

IQ Streetview
Cyber Lions Silver Lion

Toyota iQ assisted Google Map in completing the map of Belgium by filming narrower streets that Google cars cannot access to. Citizens live in narrow streets could invite Toyota to complete the street view online and receive discounts to purchase Toyota iQ upon the completion of street view capture (http://iqstreetview.be/index.php?).

http://vimeo.com/42398236
http://iqstreetview.be/index.php?

The Beauty of a second
Cyber Lions Silver Lion

An online contest (www.montblanc-onesecond.com) that invites enthusiastic to share and edit one second -long video to Montblanc’s website and the participants can compile others’ videos into a one-minute playlist containing different music scores.

http://awards.lbdevelop.com/A04/
http://www.montblanconesecond.com/

Bespoke Album Creation Experience
Cyber Lions Silver Lion

Kaiser Chiefs fans can now pick 10 out of 20 songs on Kaiser Chiefs album website (http://kaiserchiefs.specialmoves.com/) and compile their unique album with their choice of cover photo. In addition, fans can volunteer to sell Kaiser Chief’s album on social media and get paid for every album they sell.

http://www.wkinteractive.co.uk/awards/KaiserChiefs/

Project Re: Brief
Cyber Lions Silver Lion

Google designed and developed an interactive website to display Google ad technologies that balances the past successful ads for Alka-Seltzer, Avis, Coca-Cola and Volvo with new technology.

http://edagirbreitrom.com/cannes/2012/mortierhotel/

The Smallest IKEA Store
Cyber Lions Silver Lion

IKEA built an entire catalogue in 10.5cm x 8.8cm web banner to showcase its commitment in providing solutions to small spaces.

http://www.smalleststoreintheworld.com/

Hilltop Re-imagined for Coca-Cola
Cyber Lions Silver Lion

With the help from Google, Coke-Cola echoes to its advertisement 40 years ago ‘Buy the World a Coke’ by connecting different parts of the world literally. Via placing vending machines that deliver cokes to an unsuspecting recipient, users can create personal messages to the delivery and connect with the other side of the world with Coca-Cola.

http://205.186.160.102/awards/rebrief/cocacola/display/
http://www.youtube.com/watch?v=_LDfoNti8GA&feature=player_embedded

MFCEO
Cyber Lions Silver Lion

Via creating a fictional character online, K-Swiss successfully get people talking bout the footwear. In the 2010 campaign, K-Swiss signed the controversial fictional ‘athlete’ Kenny Powers to an endorsement deal. In the 2011 campaign, Kenny took over K-Swiss as CEO, re-shaping the company in his image and enlisting the world’s baddest athletes to help him un-suck the sports world.

http://www.youtube.com/watch?v=-Y389CeuAdA&feature=youtu.be

Push to Add Drama
Cyber Lions Silver Lion

American channel TNT launched its campaign in Flanders, Belgium by placing a push button in the middle of the street that would eventually trigger real-life drama.

http://www.youtube.com/watch?v=316AzLYfAzw
http://www.somethingdigital.be/cases/tnt/launch/

Go Beyond The Cover
Cyber Lions Silver Lion

Go Beyond The Cover” surprised everyone by using a fully tattooed male undergoing a head-to-toe transformation to demonstrate the effectiveness of Dermablend Professional Leg and Body Tattoo Primer.

http://www.youtube.com/watch?v=9mIBKifOOQQ&context=C46685e9ADvjVQa1PpcFPZSHbRRPhlHWa06_kMRW4kUYZeQRhDJzE=

Backseat Driver
Mobile Lions Gold

By using iPhone’s GPS function, passengers on cars can now enjoy driving a virtual car, which moves along with a real car that one is driving via downloading the ‘Backseat Driver’ app (http://itunes.apple.com/US/app/backseat-driver/id433843799?mt=8&ls=1).

http://www.youtube.com/watch?v=cGrz1P6rpak

Parking Douche
Mobile Lions Gold

Russian online city newspaper created a free app (https://play.google.com/store/apps/details?id=com.intya.parkingDouche) to help the city become more parking-friendly. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked.

http://vimeo.com/42188610
http://festival-cases.com/parking_douche/

Bonus image: Cannes this afternoon. Stunning weather.

There are many sections to choose from, but I found the “mobile path to purchase” in China particularly interesting. Fascinating to see how quickly phones have become integral to China’s commerce and socialization.

Click on the chart to see a larger version.

Asif has directed a number of films, most notably Senna, about Formula 1 driver Ayrton Senna.

I knew little about Senna, but loved the film. The entire film is made from archival footage of Senna and much of it narrated by Senna himself.

The narrative arc of the documentary, with the start of his career, rivalry with Prost and – spoiler alert – ending with Senna’s death are remarkable.

Asif found much of the footage on YouTube and built a first draft of the film from that footage.

Much more on this video interview I did with Asif and see Senna trailer here.

The Lions International Festival of Creativity is the world’s highest profile gathering of the marketing and advertising industry. I am honored to be speaking there on how crucial an understanding of social media is for young people entering the industry.

More than hear myself speak, however, I look forward to meeting young people entering the industry along with legendary veterans.

Also, I very much look forward to seeing how much creatives in agencies are now adopting social media as a cornerstone in their work.

This will be my second Cannes festival, last time being the film festival. I covered the film festival’s party scene for a column in the International Herald Tribune, an exhausting experience.

Glass of champagne on the croisette anyone?

As she quoted me in the article, India epitomizes the challenge facing Facebook across Asia.

The world’s biggest social network may have explosive growth in many countries, but they still have not managed to monetize it.

Facebook’s average revenue per person in Asia is just $1.79, compared to $9.51 in North America, making it a big challenge to convert user numbers into revenue. This is a topic interesting enough to create an infographic!

Other points raised in the article:

India to overtake US
By 2015 India may overtake the United States as the world’s largest Facebook nation. With roughly 120 million Internet users, India’s Internet population is forecast to grow threefold to almost 400 million users by the end of 2015 to mid-2016, according to Suhale Kapoor, Executive Vice President at analytics and market research company AbsolutData.

Mobile will be a key driver of Internet growth in India
Smartphones in India cost as little as 5,000 rupees ($92) as prices have been falling steadily over the last 3-4 years, making it more affordable for middle class consumers. “There are daily data plans priced at 10-20 rupees (18-37 cents), this will be another driver of (Facebook) adoption, especially among students,” Kapoor said.

Local languages becoming increasingly important
Last month, Facebook announced the launch of the “Facebook for Every Phone” mobile application in seven local Indian languages — Gujarati, Tamil, Malayalam, Kannada, Punjabi, Bengali and Marathi, in addition to Hindi, which became available last year.

To get an idea about our team dynamic, you can look at this YouTube video.

Send a CV and cover letter to: jonathan.nguyen AT ogilvy.com.

Organization: Social@Ogilvy, Ogilvy & Mather Asia-Pacific

Title: Social@Ogilvy, Director of Operations, Asia Pacific

Job Summary

Do you want to help build a next-generation social media team in the heart of the largest marketing and communications agency in the Asia-Pacific region?

Social@Ogilvy’s fast-moving, intellectually challenging and highly creative Hong Kong-based regional team seeks a director of operations to help bring structure and manage capacity gaps in a rapidly growing team.

The ideal candidate creates order from chaos through persuasion, not enforcement.

A strong personality, entrepreneurial, intellectually engaged, curious and passionate about social media, the candidate is actively involved in social media.

They should have a point of view about what is next and ideas on how to get there.

Key Responsibilities & Accountabilities:

Job Description
• Entrepreneurial project management skills
• Able to understand unstructured projects in early development and help manage them through to execution
• Lead team capacity planning for a Hong Kong-based Regional Team
• Support business and financial planning for the Regional Team
• Experienced in managing partners and external vendors
• Able to adapt, coordinate and interact with teams across a vast geography from different cultures
• Assist in the hiring and recruitment process for a fast-growing team
• Help identify award-worthy work and shepherd it from submission to victory
• As a knowledge manager
• Lead the collecting and sharing of social media best practices across the region
• Oversee social media research that contributes to thought leadership

Skills Required
• 8+ years of service company or agency experience
• Financial planning and capacity planning experience
• Able to manage interns and communicate with CEOs
• Able to balance a love of spreadsheets and flowcharts with the realities of an entrepreneurial team
• Asian languages and/or Asian experience are a plus
• Ambition and drive required

About Social@Ogilvy
Social@Ogilvy is the largest, fastest-growing and most awarded social media team in the Asia-Pacific region. Launched three years ago, the team now numbers more than 200 people in 19 Asian territories.

About Ogilvy & Mather
Ogilvy & Mather is the largest marketing communications company in the Asia-Pacific region. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit
www.ogilvy.com.

“I once watched a twenty-three-year-old woman search for dates in Beijing, where there are four hundred thousand male users,” the chief engineer from Jiayuan told Osnos. “She narrowed it down by blood type and height and zodiac sign and everything else until, at last, she had a pool of eighty-three men.”

Jiayuan asks people to define their looks and character. For looks, you can be asked to define your face as oval as a “duck’s egg” or narrow like a sunflower seed.

The character qualities which men can use to describe themselves are:

1. A filial son
2. A cool guy
3. Responsible
4. A penny-pinching family man
5. Honest and straightforward
6. A perceptive man
7. A career-driven man
8. Wise and farsighted
9. An unsightly man
10. A humorous man
11. A travel lover
12. A solitary shut-in man
13. Considerate
14. Gutsy
15. Loyal
16. Managerial
17. A handsome devil
18. Steady, staid, sedate.

As with so much of business in China, a key aspect of online dating involves ensuring authenticity.
Jiayuan has a system allowing people to verify their biographies with copies of pay stubs, government I.D.s, divorce filings, and housing certificates. You get extra stars beside your name based on the number of documents you send.

Some great details on bachelors without assets:
“According to a poll reported last year by Xinhua, the state news service, although only ten per cent of men on Jiayuan own a home, nearly seventy per cent of women said they wouldn’t marry a man without one. James Farrer, a sociologist at Sophia University, in Tokyo, who studies Chinese dating habits, calls this phenomenon “a bubble in the marriage market.” New Chinese terms have cropped up: a man without a house, a car, and a nest egg is a “triple without.” If he gets married, it’s a “naked wedding.”,” Osnos writes

A comparative look at European vs Chinese love stories:
“Love stories didn’t become popular in China until the twentieth century, after European novels inspired a genre called “butterfly romance,” in which the lovers all “weep a great deal,” according to Haiyan Lee, at Stanford. In China, it seemed, love rarely ended well. While European protagonists occasionally found happiness, Chinese lovers succumbed to forces beyond their control: meddling parents, disease, a miscommunication. The love stories were categorized so that readers knew which doom to expect: Tragic Love, Bitter Love, Miserable Love, Wronged Love, and Chaste Love. A sixth genre, Joyous Love, was not as successful. (In the mid-nineties, the researchers Fred Rothbaum and Billy Yuk-Piu Tsang analyzed the lyrics of eighty Chinese and American pop songs, and found that Chinese songs conveyed more “negative expectations” and “suffering,” a sense that, if destiny did not help a relationship, “it cannot be salvaged,” Osnos writes.

Turns out that not everyone Osnos spoke to is interested in the psychoanalysis or authenticity. One Chinese banker uses a single criterion on Jiayuan — height — to filter through to seeing only fashion models.