Ogilvy Public Relations has launched the agency’s corporate social marketing practice, OgilvyEngage, in Australia.
OgilvyEngage develops strategies and communication campaigns that enable companies to motivate and assist consumers and other stakeholders to adopt socially-beneficial behaviours that are good for individuals, good for society, and good for business.
Tom Beall, Managing Director of OgilvyEngage, joined the Australian team this week to introduce the new practice at a breakfast panel event, Ogilvy On… win, win and winning. Moderated by ABC’s Tony Jones, Tom was joined on the panel by Carey Badcoe, Chief Executive of Australian Business and Community Network; Greg Bourne, Acting Chair of Australian Renewables Energy Agency; Wayne Burns, Director of The Allen Consulting Group; Tim O’Leary, Chief Sustainability Officer at Telstra; and Michael Traill, Chief Executive of Social Ventures Australia.
Tom said that while some think that influencing public behaviour movements to support socially desirable outcomes is the distinct purview of governments or nonprofits, changes to the economy and to society are mandating new approaches. “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”, he said.
OgilvyEngage will be led in Australia by Lelde McCoy, Managing Director of Ogilvy Public Relations Melbourne. Lelde has more than 25 years’ experience in strategic planning for integrated brand and reputation communications and behaviour change campaigns. Her teams have worked on some of Australia’s most important social issues including road safety, obesity, smoking control, cancer prevention, responsible alcohol consumption and sustainability and looks forward to extending her portfolio in the area of corporate social marketing.
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. For example, changing the components of personal behavior, such as attitudes, motivations, or abilities, can prompt people to take medications regularly, encourage the routine purchase of healthier food products, motivate home safety preparedness, increase financial responsibility, and more.”
In conjunction with the global launch of OgilvyEngage in May, the agency has released the latest in its thought-provoking Red Papers series™. From Cause to Change: The business of behaviour discusses how companies can reap meaningful and measureable business performance and return on investment from socially-beneficial behaviour change programs.