Washington, DC, May 3, 2004 — Ogilvy Public Relations Worldwide has established a new specialty practice devoted to helping clients address their social marketing needs, CEO Marcia Silverman announced today. The Social Marketing Practice will help corporations, private-public partnerships, government agencies and other institutions seeking to inform knowledge, attitudes and behaviors on social issues—an established Ogilvy PR staple, Silverman noted. Long-time Ogilvy PR executive Tom Beall will lead the Social Marketing Practice, headquartering it in Ogilvy PR’s Washington, D.C. office. “I am thrilled to take the reins of this special capability as we formalize it as its own unique function,” Beall said. “We have great talent in place. We have great clients on board. Our new designation as an Ogilvy PR practice will enable us to reach new levels of excellence and success.” “Helping clients achieve their social marketing objectives has been a core competency of Ogilvy PR for more than two decades,” Silverman said. “It’s a fundamentally different offering than our other practices, including the unmatched services in our Health & Medical group. Creating a Social Marketing Practice allows us to organize skills, attract and enhance special talent, and offer it to the marketplace and there is no better person in the marketplace today to lead the practice than Tom Beall.”
Currently Ogilvy PR’s Chief Talent Officer, Beall previously was Co-Head of Ogilvy PR Health & Medical Practice. In his new post, Beall will tap assets and resources across the Ogilvy PR global network but center the group in Washington, D.C. and Sacramento. “Tom Beall has been one of America’s leading social marketing practitioners for 20 plus years,” Silverman said. “He joined Ogilvy PR in 1987 to manage America Responds to AIDS; his vision and leadership were instrumental in the success of the CDC campaign and many other Ogilvy PR social marketing efforts over the years. Tom will bring that same resourcefulness and enthusiasm to our Social Marketing Practice,” she said.
Beall noted that Ogilvy PR’s expertise in social marketing is “deeply rooted—not just in Washington, DC., but across the Ogilvy global network,” citing Ogilvy PR’s award-winning 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. America Responds to AIDS has been named one of the best communications campaigns in history by PR Week. The Heart Truth has also won numerous social marketing and public relations awards.
“The time is right for Ogilvy PR to formalize our social marketing capacities under Tom’s leadership,” said Robert Mathias, managing director of Ogilvy PR’s Washington office.
“The complexity of social and health issues is forcing more and more clients to seek specialized counsel. 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,” Mathias said.
Some 50 plus Ogilvy PR executives have been assigned to the Social Marketing Practice.
About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide is a global marketing communications firm, with offices in more than 60 cities around the world. Entering its 24th year providing public relations solutions, Ogilvy Public Relations Worldwide has specialties in consumer marketing, corporate (B2B), health & medical, social marketing, technology, public affairs, government relations and entertainment. Through its subsidiary Feinstein Kean Healthcare, Ogilvy Public Relations Worldwide provides communication consulting to biotechnology companies. The Holmes Report has named Ogilvy Public Relations Worldwide 2003 International Agency of the Year; marking the fourth consecutive year the firm has been awarded “Agency of the Year.” Ogilvy Public Relations Worldwide is part of the WPP Group, the world’s largest marketing communications company (NASDAQ: WPPGY, www.wpp.com). For more information, visit our Web site at www.ogilvypr.com.