Led out of Ogilvy PR Washington, by Bess Bezirgan, senior vice president at Ogilvy Public Relations, the practice aims to instigate social change by social marketing and science-based behaviour change theories and models.
"OgilvyEngage has roots in Ogilvy Public Relations’ global social marketing practice, which has nearly three decades of proven experience applying social marketing and scientific theories and models to affect behaviour change among a variety of audiences for leading, game-changing public campaigns," said a spokesperson.
The new practice will offer clients access to the firm's "proprietary Dynamics of Change model" which is described as "a tool designed to define the types of change a company should invest in to bring about maximised outcomes for its business, individuals, and society".
"A company can deepen its relationship with its customers by supporting them in such actions as managing their healthcare, developing better nutrition habits, and protecting their homes and their assets. It’s good for the customer and society and that makes it good for the business. We think there is a lot of power in that equation," said Christopher Graves, CEO of Ogilvy PR.
OgilvyEngage will collaborate with offices, disciplines and practices throughout the Ogilvy & Mather marketing and communications network.
It's unclear if the practice will be rolled out across specific offices in Asia-Pacific.
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