SACRAMENTO: State initiative Energy Upgrade California has appointed Ogilvy PR as its agency partner, awarding the firm a seven-figure contract over two years.
Energy Upgrade California, an energy management brand and marketing initiative, is co-owned by the California Public Utility Commission and the California Energy Commission, and managed by the California Center for Sustainable Energy.
Ogilvy was awarded the earned and social media contract to promote Energy Upgrade California, which is worth $1.85 million and is set to expire on December 31, 2015, said Jeff Blanton, brand and earned/social media manager at Energy Upgrade California, in an email.
Nathan Friedman, regional marketing director at Ogilvy PR West, said the firm has worked with clients such as Ford on green initiatives, and this campaign "hits the sweet spot" in terms of consumer education. Ogilvy PR West is also the AOR for the California’s health benefit exchange, he said.
"We’re honored to work for another major California initiative to help transform and shift behaviors and engender change," said Friedman. "It’s in our DNA."
Friedman said he expects the campaign to roll out in May, and it will include media outreach, as well as events across the state, all with a goal of generating awareness.
Ogilvy PR West began work in mid-February to provide PR services to Energy Upgrade California for a re-branding assignment. A cross-practice Ogilvy PR team is helping transform Energy Upgrade California to become "a comprehensive umbrella brand for energy management solutions, new energy saving behaviors and, importantly, enhance California's leadership in helping to fight climate change and making the air clean and the environment healthy and sustainable," according to a brand statement.
The cross-practice agency effort is led by Ogilvy PR’s Sacramento’s public affairs group and includes support from the Sacramento social marketing and creative groups, as well as the region’s Social@Ogilvy and OgilvyEarth teams.Ogilvy PR West is comprised of four full-service operations in Los Angeles, Sacramento, San Francisco, and Denver