Ogilvy & Mather Worldwide (www.ogilvypr.com) has announced the expansion of its global sustainability practice, unifying its multiple offerings into a new entity — OgilvyEarth (www.ogilvyearth.com) — the first global, cross discipline practice created to help businesses deal with the communications of sustainability as they move beyond “green marketing.”
Recent data underscores the increasing importance of sustainability issues to U.S. consumers. According to a recent poll conducted by Harris Interactive, almost all of those polled, or 98 percent, believe it is important that corporations have more sustainable business practices. At the same time, 90 percent of Americans report giving consideration to sustainable business practices when purchasing a company’s products and services.
In addition to mounting consumer pressure for companies to demonstrate sustainable business practices, companies and organizations need to better understand, respond to and manage a range of new sustainability-related developments now under consideration by the U.S. government, the United Nations and other countries around the world.
This convergence has created a crowded marketplace of companies and organizations of all ilk using sustainability as a marketing tool. A necessary skepticism has taken hold. OgilvyEarth brings together best-in-class leadership to help clients develop substantive, actionable programs that make a meaningful difference to their business and the planet. Further, OgilvyEarth helps companies cut through the clutter to demonstrate that commitment to stakeholders.
“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 organizations, but need to be embraced and demonstrated to stakeholders in a way that is sustentative.”
Through its most recent engagement, OgilvyEarth is helping communicate priorities that will impact the private sector globally. The practice is working with the U.N. to develop a campaign that builds awareness about 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.
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; represents Unilever and the Ford Motor Company; and helps numerous clients make sustainability a business practice, 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 more about Ogilvy’s commitment to sustainability than a business opportunity,” said Young. “We are using our greatest skills and talents as part of a shared consciousness to help organizations develop sustainable business practices.”