Ogilvy PR launches corporate social marketing practice

OgilvyEngage will aim to develop strategies and campaigns that enable companies to motivate and consumers to adopt socially beneficial behaviours.

Tom Beall, managing director of OgilvyEngage, said influencing the public to support socially … is no longer just the responsibility of governments or non-profit organisations.

He said societal and economic changes are now mandating new approaches with the private sector taking on an increased role.

Beall said, “Adding behaviour change leadership from the private sector to that of government and public interest organisations will create a multi-faceted approach with exponential benefits.”

OgilvyEngage will be led in Australia by Lelde McCoy, managing director of Ogilvy Public Relations Melbourne.

Lelde said, “OgilvyEngage will help companies assess behaviour change opportunities, better understand the motivations of their consumer audiences, and design results-oriented messages, strategies and programs. And this can increase the impact of their CSR commitments.”