Ogilvy Launches Inspiration Labs Powered by Percolate

Ogilvy has announced a partnership with Percolate in an effort to systematize real-time content creation for their clients around the globe.

Ogilvy's labs will be turning content produced by consumers, publishers, and brands into a source of intelligence in developing new creative work, thus using technology and social intelligence to more heavily influence the creative process. 

"Percolate’s technology helps us take our amazing strategies and code that into their software, bringing the intelligence of our strategists, planners, and creative closer together in a system that help the creative process,” said Social@Ogilvy Global Head Thomas Crampton. “We can now create briefs in real-time while still holding true to the brand and the type of storytelling we are known for.  With Percolate, we're using real-time content as a way to source, develop and test new ideas."

The design labs will be a collaborative space for Ogilvy's brand planners, designers, creative technologists and community managers to explore and test ideas using Percolate’s technology suite.

“Technology like social and mobile have had a profound impact on the scale, pace, and pattern of marketing,” said Percolate Co-Founder James Gross, “and Ogilvy has always been at the forefront of those changes. We’re excited to integrate our software into their creative framework and give Ogilvy the technology they need to scale their content strategy while still fully respecting the creative process.”

Christopher Graves, Global CEO of Ogilvy Public Relations noted, "Ogilvy PR and Percolate make a powerful combined force in content marketing. Ogilvy PR has been investing in expert content talent so we can help craft the content strategy and execution tied back to the client's business and brand, and Percolate provides an end-to-end operating system to keep this complex process on track."