THE NY COLLECTIVE
TURNING DISRUPTION INTO ADVANTAGE

#WORK

UNIVERSAL CHALLENGES.jpg
 

MAKING THINGS HAPPEN IS OUR MISSION 
The following cases explain what we've done and how we help our clients. Although the cases explain specific situations the expertise and capability we bring is universal. These challenges exist in almost every business on Earth. 

In each case we've shown the main resources and capabilities we brought to bear.  

 
Screenshot 2018-10-21 at 18.20.12.png
LAUNCHING NEW PRODUCTS.jpg
 

THE CHALLENGE 

We worked closely with the client team to launch a brand new business. The new business sits alongside a FTSE 350 player in the online price comparison sector. 

We got under the skin of the brief by building a framework to understand the challenge. To solve the challenge we would have to develop a media planning strategy (omnichannel) that would tell us the right content, through which channel would deliver the appropriate ROI. 

Once in place we could develop the campaigns. The first phase focussed on all of the launch materials. In particular online/social video content. Underpinned by constant program management discipline during the crucial design and development phases. The product is now launched online with the TV campaign due to air in early 2019. 

We just launched a brand new online auto-switching product @weflip. We’d set an aggressive timeline so everyone needed to be aligned and appreciate the whole picture. On top of that we wanted to accelerate certain elements. In particular the media planning for go-live. Nicole’s team at NYC gave us strong support at a critical time - we are now live!
— Matthew Crummack CEO GoCompare
WE FLIP.png
 

Resources Deployed - #strategicthinking #blackbook #scoping #teambuilding #partnerbriefing #standardsetting #omnichanneldevelopment #structuredvisualthinking #mediaplanning #programmanagement #creativity #filmmaking #contentstratgies #partnerdevelopment #socialstrategies #orchestration #marketscanning #mediainnovation #inspiringtalks


REIMAGINING THE SUPPLY CHAIN.jpg
 

THE CHALLENGE 

Bring inspiring thinking to a very broadly distributed team in the critical supply chain. As the world changes was the business doing all it could to stay innovative and think creatively about its options. 

The solution was to gather the team in one of the geographies (London) and hold conversations about the art of the possible. But we wanted to really make people stop and think. This meant getting everyone out of their comfort zone and alter their perceptions.

We created an entire journey. 60 people went on a voyage of discovery. We organised everything from the moment they woke up. We brought them into the creative heart of London. We took them into places where we had curated the best speakers and experiences. 

We had contributors facilitate conversations and inspire interactive debate about new concepts and technologies. We developed ways to spark change in those who have direct responsibility for the future of this global business. 

We worked with Nicole and the team to pull off an inspirational day of Supply Chain future gazing for a team of our Supply Chain Leaders from around the globe. The day was full of thought provoking speakers, inspirational venues and engaging discussion and debate enabling us all to imagine and then start to create the future for our supply chains. And (of course) all the logistics and planning of the day were executed perfectly.
— Mark Broxton - Supply Chain and Quality Director, Danone Early Life Nutrition UK
 
download.jpg
 

It really worked. The team emerged much more engaged and inspired about their work. They built stronger relationships with their peers and their ambitions for the future. The effects of the sessions had long lasting effects. In short - more clarity and far more confidence and yet more motivation for the task ahead.

 

Resources Deployed - #brieftaking #programscoping #blackbook #eventdesign #venuesourcing #curation #eventproduction #programmanagement #creativity #filmmaking #facilitating 


TRANSFORMING A GLOBAL AD AGENCY.jpg
 

THE CHALLENGE

Change. Traditional businesses are designed to withstand change. These organisations are built on proven processes over long periods of change and proven to work at that time. But times change and our work was wholly focussed on bringing in the new ideas and methods. 

Initially this meant shifting age old habits. Traditional processes were being overtaken by digital. This meant wholesale change of technology and of behaviour - business transformation. The goal was always cost and time efficiency savings.

Once we had successfully altered the core processes of digital capture, storage and distribution we shifted to bringing all forms of future thinking by designing and building a global innovation lab model. 

 
download.png
 
 
 
These case studies are microcosms of the way Nicole and her team work intensively, collaboratively and above all delivering the unexpected. It’s always an eventful and rewarding journey.
— Mike Walsh. Former Chairman Ogilvy & Mather UK Group. CEO Ogilvy & Mather EMEA
 

Resources Deployed - #situationawareness #blackbook #creativity #programmanagement #partnerselection #partnermanagement #administration #orchestration #marketscanning #culturalchange #motivation #programdesign #marketscanning


ICREASING READERSHIP.jpg
 

THE CHALLENGE 

An already successful print and online magazine in the 'Disruption' space asked us to increase awareness and reach.

We proposed and then built an annual event. A conference rammed full of immerse experiences and top level speakers on the topic that effects us all. This has now been running for two years and has been wildly successful. 

From concept and design through to date to day project management and administration we've developed everything alongside the publishers. We identified and brought in the best speakers and exhibitors from all the latest and most innovative domains. Robotics and AI to disruptive methods for Healthcare and Farming - everything that can be disrupted will be disrupted.

We helped to promote and bring the event to a major audience and year on year the effect has been dramatic. 

Working with Nicole and her team is real joy. She’s one of life’s doers and has been instrumental in the continued success of Disruption Summit Europe. From sourcing speakers to execution on the day the team exceeded my expectations once again.
— Rob Prevett - Founder & CEO Disruption Magazine
 

Resources Deployed - #blackbook #eventdesign #curation #themedevelopment #eventproduction #programmanagement #creativity #filmmaking #socialamplification #stagemanagement #orchestration #marketscanning 


GA CASE.jpg

KICKSTARTING THE TRANSFORMATION JOURNEY

The GA Group is an incredible business. It’s a collection of interior design companies mostly focussed in the hospitality sector and specifically in luxury hotels. Based in London, Budapest, Shanghai and Kuala Lumpar. The sole aim was to open the Directors’ eyes to what’s going on in the wider world.

We can’t help but make that the most meaningful and relevant it can be. That means we study the drivers of change & disruption that are likely to affect their marketplace. In every market on Earth that means everything from leadership behaviour and business models to what’s going on digital, technology, data and AI, VR, AR, blockchain and the internet of things/us.

Many thanks for a great session this morning. I thoroughly enjoyed it and it was lovely to see you again after so many years. It was amazing to see the Directors in G.A come alive to the possibilities of a disruptive mindset and the potential that lies in harnessing the technologies that surround us.
— Jonathan Aeberhard - CEO - The GA Group
 
Screenshot 2018-12-22 at 18.57.24.png
 

In this day and age every business has to focus hard on being aware of their customer. That means being masters of everything - the technologies of connectivity, social media and customer experience. More importantly it means appreciating the implications of change and what we do in business - in GA’s case - designing experiences that resonate.

They came away with a buzz and an injection of inspiration as well as an appreciation of the magnitude of change happening in the world, But mostly they gathered insights into the future with a glimpse into the art of the impossible as well as the possible.

Paul (our Budapest MD) asked to take your book back with him to Budapest to read it (he’s posting it back for the rest of the office). I absolutely loved the buzz and vibe after the session. I am very excited about what this company can achieve with the right mindset and direction, and your talk was exactly what we needed to kick-start our own transformation journey!
— Jonathan Aeberhard - CEO - The GA Group

As a part of their 3 day senior management (The Global Board) meeting I delivered the results of some out of the box research.An interactive presentation of what was happening in the outside world. We had a really engaging/enlightening discussion that is now informing their future plans.

Resources Deployed: #marketscanning #blackbook #challenge #partnerrelationships #facilitation #workshopping #inspiring


transforming marketing.jpg
 

Adstream is one of those dream businesses - they know what they are doing and they have a very clear proposition. At this time and with so much overdue change in the marketing industry they have never been more relevant.

They bring all your marketing and production processes together into one identifiable process.  They cover it all from idea to delivery and as a result you get far greater visibility, productivity, insight and performance. 

 
 
download-2.png
 
 

IT’S A BEAUTIFUL THING

Because I had been responsible for similar challenges in my earlier career I started to work alongside the CEO Lisa Lavender to act as a general counsel and guide from an objective and experienced point of view. I was hugely empathetic to their issues - especially when it came to dealing with and working through increasingly disruptive digital technologies and new business models

My main role has become a valuable approach with many other clients - a confidante - a sounding board, advice when needed, bringing different and fresh ideas on a wide range of things. My role was about sharing freely all my knowledge, experience and connections in these areas. 

 
 
Having Nicole as a wing (wo)man is invaluable, she provides a unique point of view and sounding board and brought some much needed colour to our discussions internally. She also brought the industry we work in to life for some of the team that don’t have advertising backgrounds which makes such a difference when you’re working with precious creative assets on a day to day basis.
— Lisa Lavender - CEO Adstream
 
 

The task ranged from identifying and then problem solving to helping identify new prospects from my network by generating interest in the proposition and providing industry insights to the wider team enabling more relevant approaches to prospects. 

Resources Deployed: #blackbook #workshops #experience #design #education #lifelessons #leadership #curricula #diversity #engagement #integration #stimulus

 

GENUINE DIVERSITY.jpg
 

THE CHALLENGE 

Most organisations have been built in a particular way, to well trodden policies and standards. Many of them are now outdated and unfit for the world we inhabit. In particular the recruitment policies have been based on stereotypes from the past. 

I first met Nicole when I was based at Ogilvy as CEO for the Ideas Foundation. Our mission was to identify students with the creativity, insight and potential to work in the creative industries. We shared a passion for diversity and finding and weaponizing the youth, often labelled as difficult, lost and with the potential to fail in the education system.
— David Holloway OBE

As a result businesses lack the vital diversity that leads to creativity in every sense. Business leaders are now ever more aware of the need to embrace differences of life and thought in general as well as gender, race and sexuality. 

It's now beyond doubt that the capabilities needed are more likely to come from these rich pools of talent in order to succeed in this new world. 

Many of our clients benefit from our access to talent and capability - from wherever it comes. We've made it a central part of our work to identify the best people and capability regardless of traditional stereotypes. It starts with education - breaking down the barriers and misconceptions that trap our progress as societies and civilisations.

Together we’ve helped countless young people into college, apprenticeship or university. They’re now working across the creative industries in design, media, advertising and other sections of the industry. Right now we are now working together to build a school that will support those students who do not fit into the conventional school system. Nicole is a dynamic woman of action, a passionate networker and pioneer who achieves the impossible on a regular basis.
— David Holloway OBE

Read the Amazon best selling book - Rough Diamond by Nicole Yershon.

Screenshot 2018-10-26 at 14.44.05.png
 

Resources Deployed: #experience #education #lifelessons #leadership #curricula #diversity #engagement #integration 


BRINGING INNOVATION.jpg
 

THE CHALLENGE

18 is the Havas Global Laboratory designed to bring innovation to the clients. The idea is powerful. The UK Group CEO wanted to push the concept even harder to improve awareness, create more value for the clients and generally make 18 more central to the agenda.

 
 
Nicole curated a bespoke program of innovation and events for us to support our internal innovation hub. She achieved more in 2 months than we had in the previous 12 with her can do attitude and ability to convince people to get involved.
— Paul Frampton-Calero. Formerly CEO Havas Media Group UK
 
download-1.png
 
 
 

Over several phases of work we brought the whole topic of innovation to everyone's attention. Any and every method of bringing inspiration and creativity to bear to all the staff was applied. Creating higher order creativity and innovation for the benefit of clients was our mission. 

We created many different partnerships designed to inject new thinking and ideas into the mix. As a result we could connect innovation directly into our clients for the benefit of everyone involved. 

 
 
Nicole is a force of nature. Her insatiable appetite for better ways of doing things - and her remarkably diverse network - made her the only choice to help Havas with innovation. I have absolutely no hesitation in recommending Nicole as the go-to person if you are looking fo build a culture of innovation.
— Paul Frampton-Calero. Formerly CEO Havas Media Group UK
 

Resources Deployed: #blackbook #workshops #techfasts #partnerships #scanstartups #startupweekend #startuptours #innovationdays #weekendhackathons #incubators #accelerators #socialmedia #awarness #internalawareness #mediaattention


DEVELOPING STRATEGIES.jpg

THE CHALLENGE

The future of ticketing. For the client and partners in the room this was an important topic to debate. Especially if you are a major rail network and focussed on retaining and growing your customer base.

Our questions challenged the idea that tickets are even a necessary component in the future. Given the rise of new devices and biotech concepts, such as implants, there's no shortage of new possibilities for consumers demanding mobility rather than physical evidence of a ticket. 

We researched all marketplaces for how payments will evolve in the future and made that the focus of attention. It changed the entire nature of the discussion forcing the client to remark that this was the first time a workshop designed to ‘make them stop and think’ had actually made them stop and think.

Nicole, thank you and your team for the session on Tuesday. On a follow up call with the client this morning they said the following - “It’s rare that a Stop & Think session actually makes us stop & think
— Andrew Williams - Future Thinking

Resources Deployed: #marketscanning #blackbook #challenge #partnerrelationships #facilitation #workshopping #inspiring


MAKING SENSE.jpg

THE CHALLENGE

In the Leisure & Hospitality Industry the competition is always extremely intense. Whether it's a network of coffee shops, a chain of restaurants, hotels or bars - the best customer experience is now the most fiercely fought territory.

Gathering the right minds to debate important topics related to the future health of these businesses is a powerful way to change outdated mindsets, push towards new boundaries and generate fresh ideas.

Subjectivity can often be the enemy. Especially when seeking better solutions to important challenges. All clients have a disadvantage when it comes to thinking differently and outside of the normal run of things. We are often invited to contribute to these conversations - in particular where the future is concerned.

 
download-1.jpg
 
The team found Nicole to be really inspiring. She was well prepared having looked closely at Whitbread’s social media presence. She was provocative and asked the group lots of good questions. And as group members introduced themselves Nicole suggested resources that might be of interest to them.
— Glynnis Rengger - CEO The Immersion Lab

From our experience over many years we've seen the power of better questions. Through better questions we generate better thinking. And that's the critical ingredient if we’re to avoid sailing headlong into dangerous waters. 

Resources Deployed: #marketscanning #blackbook #challenge #stimuluscreation #facilitation #workshopping #inspiring #structuredthinking


RAVENS.jpg

OUR PASSION FOR EDUCATION

Teaching people how to make a difference to their own lives really motivates me.

I don’t think this is the exclusive terrain of the school, but there are great schools. So, it was a major privilege to be asked by the Associate Dean of Ravensbourne university, Paul Sternberg.

If you really want to find out how innovation works in practice, then Nicole is the person to turn to. Her work at Ravensbourne University London has shown us how a university can introduce new ways to recognise creative talent. Through Nicole’s unique experience, methodology and skillset we have been able to open up new spaces for individuals whose voices might not necessarily be heard through traditional channels.

We now celebrate individual ‘rough diamonds’ as the recipe makers of the creative and entrepreneurial experience and are convinced that many other businesses, organisations and educational bodies could benefit from doing the same.
— Paul Sternberg, Associate Dean Head of Design Innovation, Ravensbourne University London

During some of my previous work with the University I became an honorary fellow of the University. This was through the work created with the Rough Diamond diversity scheme. It ran for 10 years and help many of the students into real careers. This was developed between Ravensbourne & Ogilvy Uk

 
download.png
 

Disruption Discussions are a big part of how I kick things off with many of our projects. Opening peoples eyes to the incredible possibilities our world offers is often more inspiring to the youth than it is to the older generations - whose job it is. We need to wake people to the possibility as early as possible.

GETTING THE STUDENTS ON COURSE

We created a series of courses beginning with 2 hour introductory sessions which led into an online course dedicated to ‘intrapreneurship’.In addition there were courses for the post graduate students. Students from a range of countries across different ages took the courses on open Innovation and the rise of the early adopter. Each class consisted of 30 students.

JUDGING THE POST GRADS

Another massively rewarding aspect of life at Ravensbourne is being a judge. The students present their work to an assessment panel to receive the marks toward their final grades. This is the culmination of their 3 month course on Business and Innovation. Many start up ideas are presented through the course and I’m privileged to be constantly surprised by the quality of ideas and the applicability beyond the University.

Resources Deployed: #experience #design #education #lifelessons #leadership #curricula #diversity #engagement #integration #stimulus

big logos .png