SACRAMENTO — Ogilvy PR has won the $1.8 million two-year contract for Energy Upgrade California’s energy management initiative co-owned by the California’s public utility and energy commission.

Energy Upgrade California is an umbrella brand that will officially launch in mid-May, intended to raise awareness and spur behavior change in how Californians consume energy. The initiative targets homes and businesses with tools to manage energy and help fight climate change, said managing director of Ogilvy PR West Nathan Friedman.

Ogilvy started its cross-practice work in mid-February. While the work is led by the firm’s regional public affairs group in Sacramento, the office’s social marketing and creative groups are also involved, as well as the region’s [email protected] and OgilvyEarth teams.

“They all roll up to me, so it’s natural they work together,” Friedman said. “We pulled the right people together.”

Friedman compared the team to the cross-practice work Ogilvy does with Ford and the state’s new health insurance exchange Covered California.  

The tactics range from social programs, content creation, earned media and special events to drive awareness and interest in the brands and tools offered under Energy Upgrade California.