OgilvyEarth Unifies Offering Across Disciplines and Geography
NEW YORK, May 27, 2009 – Ogilvy & Mather Worldwide today announced the expansion of its global sustainability practice, unifying its multiple offerings into a new entity – OgilvyEarth – the first global, cross discipline practice created to help business deal with the communications of sustainability as it moves beyond "green marketing."
Among OgilvyEarth's current assignments is a project for the United Nations. The agency's challenge is to create an awareness campaign for the landmark United Nations Climate Change Conference in Copenhagen in December 2009, where 192 nations will negotiate a successor treaty to the Kyoto Protocols for limiting greenhouse gas emissions.
Supporting the global practice is a board of directors consisting of established leaders in sustainability who come from across six continents and represent the business, scientific and government/NGO communities. Among the board's members are Bill Becker, Executive Director of the Presidential Climate Action Project and Jeunesse Park, founder and CEO of Food and Trees for Africa and Ma Jun, the environmentalist and researcher who was named one of Time Magazine's 100 most influential people. Additional board members will be announced next month.
"Sustainability is a global call to action, an imperative that businesses must heed," said Miles Young, CEO of Ogilvy & Mather. "In the Age of Sustainability, these issues can no longer be ignored by organisations, but need to be embraced and demonstrated to stakeholders in a way that is sustentative."
Ogilvy has initiated a broad range of sustainability-related work for clients throughout the world and across its many disciplines. It created the Beyond Petroleum campaign for BP, and has developed programs for such clients as Unilever, Ford, DuPont and others on how to make sustainability a business must, going far beyond a green marketing campaign.
Mr. Young said that integrating the company's know-how under the OgilvyEarth banner "was a strategic move to unite all our work under one roof in order to present a holistic approach, share lessons-learned and make it easier for clients to access our expertise."
OgilvyEarth is "a true 360 degree offering including consultation, public relations, government affairs, advertising, employee communications, and digital engagement," said Young.
OgilvyEarth recently led a full-day session on sustainability at the Brand50 meeting held exclusively for global brand executives. The practice is led by a team of executives representing all areas of marketing expertise throughout the world.
"We are in the throes of the pivotal moment of the 21st Century – ripe with both opportunity and the potential to write the next chapter. Those who act now will define the future," said Young. "It is about being clear – open, transparent, and engaging – a different way for companies and organizations to communicate."
More information is available at www.ogilvyearth.com.