Ogilvy starts social-marketing practice

WASHINGTON: Ogilvy PR unveiled a new practice last week dedicated to social-marketing work, a specialty it has long maintained under its health and medical practice. "Social marketing is something we've done for a very long time," said Tom Beal, who will serve as the practice's managing director, "but we decided that it was time for it to stand alone."

WASHINGTON: Ogilvy PR unveiled a new practice last week dedicated to social-marketing work, a specialty it has long maintained under its health and medical practice. "Social marketing is something we've done for a very long time," said Tom Beal, who will serve as the practice's managing director, "but we decided that it was time for it to stand alone."

Beal was previously Ogilvy's chief talent officer.

The practice opens with a full stable of clients, including the Centers for Disease Control, six institutes under the National Institutes of Health, the Minnesota Department of Health, and the Nevada Department of Public Safety.

Beal noted that although all current clients are from the public sector, the practice was launched in part to extend social-marketing services to private-sector clients. Research capabilities will be expanded, as well.

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