WASHINGTON, D.C.—Ogilvy Public Relations Worldwide, one of the pioneers of health education public relations, has formalized a new specialty practice devoted to social marketing. The practice will help corporations, private-public partnerships, government agencies and other institutions seeking to drive knowledge, attitudes and behaviors on social issues.
Long-time Ogilvy PR executive Tom Beall will lead the social marketing practice, which will be based in Ogilvy PR’s Washington, D.C. office.
“Helping clients achieve their social marketing objectives has been a core competency of Ogilvy PR for more than two decades,” says Silverman. “It’s a fundamentally different offering than our other practices, including the unmatched services in our health and medical group. Creating a social marketing practice allows us to organize skills, attract and enhance special talent.”
Currently Ogilvy’s chief talent officer, Beall previously was co-head of Ogilvy’s health and medical practice. In his new post, he will tap assets and resources across the Ogilvy PR global network—50 people in all—with an emphasis on Washington, D.C. and Sacramento.
Beall says Ogilvy’s expertise in social marketing is “deeply rooted, not just in Washington, D.C., but across the Ogilvy global network,” citing the firm’s work on behalf of the Centers for Disease Control and Prevention’s America Responds to AIDS and Business and Labor Respond to AIDS programs; the National Heart, Lung, and Blood Institute’s The Heart Truth campaign: and the prevention work for the National Institute of Allergy and Infectious Diseases.
“The complexity of social and health issues is forcing more and more clients to seek specialized counsel,” says Robert Mathias, managing director of the Washington office. “Ogilvy PR has the comprehensive communications skills required for effective social marketing. Tom’s group offers clients expertise on public health communications, audience research and segmentation, marketing and branding, media and community relations, partnerships and materials creation and advertising—all of the key ingredients necessary to influence attitudes and ultimately support behavior change.”