In May, Ogilvy and IBM held a three-day hackathon at the Sea Containers which pitted the wits of Ogilvy and IBM against healthcare challenges presented by Boots, Nestlé and Beacon Medical Group.

“IBM and Ogilvy have been partners for decades, globally and in the UK – we’re mutual clients,” Ann Higgins, managing director for Ogilvy Red, said. “With all the trends around data, we [Ogilvy] wanted to get into working with them about applying innovation to Watson. For both of us, fusing the cognitive with creativity was a mutual ambition and when we spoke to them, Boots and our other clients were also interested in seeing that combination.”

The hackathon really was an example of co-creation at its best, Lisa Gilbert, chief marketing officer of IBM UK and Ireland said. “It was science meets creativity with IBM and Ogilvy sitting in a room together to solve really really big problems for our joint clients.”

Read the rest of the article from Campaign.

Watch the video highlights from the event.