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<\/a>brands to engage with consumers in ways that provide meaningful returns. We have a direct investment in Padlokt and see building businesses and creating opportunities for our clients as the future of the ad agency model,\u201d Anthony Johnston (Head of Ogilvy Ventures) said.<\/p>\n
Ogilvy Australia was a co-founder and was instrumental in thefan platform design and development, launching it to market via its Ogilvy Ventures division.\u00a0 Padlokt is a stand-alone company with offices in \u00a0Las Vegas, London, Munich, Sydney and the Gold Coast.<\/p>\n
Ogilvy is part of WPP AUNZ, the region\u2019s leading marketing communications and content group.<\/p>\n
How does the platform and business model work<\/strong><\/span><\/p>\n Anthony Johnston, Head of Ogilvy Ventures said the platform worked by \u00a0providing fans with<\/p>\n direct access to a variety of stars contracted to the service, either by being part of a group asking a question via video from a mobile or desktop, or through watching and listening through a live stream, accessing a library of video content and reading exclusive news.<\/p>\n Padlokt also provides a direct and new revenue stream for athletes via a revenue share, encouraging the talent to continue to provide access.\u00a0 To help the talent all questions are submitted and vetted before the video event, with a moderator on hand to ensure the process runs smoothly.<\/p>\n Recent partnership with UFC, increased celebrities available<\/strong><\/span><\/p>\n Padlokt recently partnered with UFC\u00ae\u00a0in a deal to bring some of its top current and former athletes to the platform, offering subscribers access to live video interactions and content created exclusively for Padlokt.<\/p>\n These athletes will join professional basketball player\u00a0Julius Randle, professional American footballer\u00a0Randall Cobb, four-time track and field Olympic gold medal winner\u00a0Sanya Richards-Ross, former professional cricketer\u00a0Adam Hollioake\u00a0and US TV personality\u00a0Marquel Martin\u00a0as content creators using the platform.\u00a0 Padlokt expect to announce more partners from across the sporting, entertainment and lifestyle worlds in the near future.<\/p>\n Moving from the agency concept to the innovation space<\/strong><\/span><\/p>\n \u201cOgilvy has been moving into more of an innovation space for several years, including the launch of Ogilvy Ventures last year.\u00a0 Our involvement in Padlokt is part of this move, as we look to not only provide marketing services to our clients, but create new products and services in the content space,\u201d said Ogilvy Australia CEO David Fox.<\/p>\n \u201cAs we collaborate with other companies to launch new products, we continue to drive a fully-integrated model with innovation at its core.\u00a0 This change in our business model is really the platform to drive our growth at scale and at speed.\u201d<\/p>\n \u201cPadlokt is a great example of this model in action.\u00a0 Through Oglivy Ventures, we helped develop the\u00a0idea, design and build the platform, and create the business model to take to market to gain broad investment.\u00a0 With its launch onto the market this month, we are proud to now be an ongoing investor and look forward to its growth across the globe.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" Ogilvy Australia announced that is investing in and developping a new global platform called Padlokt. Padlokt is a fan engagement service which enables fans to get closer to their idols than anywhere else. The aim of the business is to be the leading platform in bringing fans and celebrities closer (#closestfan). At Padlokt fans get …<\/p>\n<\/a>