The pro bono project is expected to launch in mid-June, and will be built around social media, in a bid to redefine the Copenhagen summit as a referendum on the planet's future. The campaign has been worked on by several other holding companies in a coalition put together by the International Advertising Association (IAA). Executives from Euro RSCG, Dentsu, Interpublic, Publicis Groupe, Omnicom and MDC Partners.
The campaign will focus on several key global markets, including China and Australia.
OgilvyEarth's involvement was led by worldwide creative director Tham Khai Meng, said Seth Farbman, the Ogilvy & Mather worldwide MD who will lead OgilvyEarth.
"The intent is to create a movement - make it very grassroots, open-source and user-generated," said Farbman. "So when the delegates are in Copenhagen, they feel the will of the people. Our goal is to make delegates feel that it is unacceptable to leave Copenhagen without making progress."
The Climate Change Conference project followed meetings between the IAA and the UN, with a view to developing an international awareness drive. "We came up with a strategy, that it’s all about the economy - the recognition that people were thinking through that lens first," said Farbman. "Positive moves in Copenhagen will create positive moves for the global economy - instead of saving polar bears, it’s more about my family."
"All the groups have contributed and co-operated in a variety of ways in this unprecedented pro-bono industry coalition," said Michael Lee, IAA executive director. "We are nearing completion of Phase One momentarily and I think everyone is going to be very impressed" .
The formal roll-out of OgilvyEarth is being driven by Ogilvy & Mather global CEO Miles Young (pictured), who believes that uniting the agency's various disciplines under one banner will create substantial benefits for clients. "[It is] 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," said Young. "It is about being clear, open, transparent and engaging - a different way for companies and organisations to communicate."
Farbman said that OgilvyEarth will be led by Ogilvy's advertising and PR units, and will number 30 dedicated staffers across the globe. It will operate across North America, Western Europe and Asia, with China, Hong Kong and Singapore all involved. Sydney, where OgilvyEarth first launched last year, will also play a leading role.
"Advertisng and PR are key - those are the two doors that clients initially come through," said Farbman. "But we have members from OgilvyAction. Direct and interactive are also important components."
