Ogilvy Pride, already launched in the UK during June 2015, is both an internal initiative aiming to champion inclusion in the workplace, as well as a client-facing consultancy to help brands understand and tap into LGBT audiences.
Marion McDonald, MD of strategy, planning and measurement at Ogilvy Public Relations Asia-Pacific, has been appointed as the Ogilvy Pride representative in Hong Kong.
Adam O’Conor, CEO of Ogilvy & Mather Hong Kong, said the agency was seeing a shift in social attitudes towards the local LGBT community. Last month’s study by the Equal Opportunities Commission on the need for local legislation against LGBT discrimination is "a great step forward".
The launch of Ogilvy Pride coincides with O&M’s sponsorship as global content partner for The Economist’s upcoming Pride & Prejudice conference held on 3 March in Hong Kong, London and New York at the same time.
Sir Martin Sorrell, global CEO of WPP, will contribute to this discussion on economic and business costs of LGBT discrimination and the profitable opportunities that lie in overcoming it.
Last year, WPP agency Wunderman also publicly sponsored a weeklong LGBT festival ShanghaiPride 2015 and created the 'Hold the hands of the one you love (牵起你所爱的人的手)' campaign that encouraged same-sex and heterosexual individuals to simply hold hands.
This is the first time an agency has formalised a unit specifically for LGBT groups in society.
“It's a natural fit for creative agencies to lead the commercial sector by celebrating and promoting LGBT diversity in the workplace," added McDonald. "Companies that can attract, nurture and retain LGBT talent to advance their business aims will draw ahead of their rivals in a tough labour market like Hong Kong that attracts a lot of international talent.”