WASHINGTON: Ogilvy Public Relations has launched the OgilvyEngage practice with the goal of helping clients enhance their business results and motivate behavioral change among consumers.
SVP Bess Bezirgan will lead the practice from the firm's Washington office, using a newly developed three-step tool called “Dynamics of Change.” The agency will identify the changes that are needed for clients and create the tools necessary to make them, as well as develop campaigns that “creatively inspire change,” said Bezirgan.
With a team of 10 to 15 staffers dedicated to OgilvyEngage, the practice is focusing on driving behavioral change by tapping into consumers' “emotions, attitudes, motivations, and abilities,” she added.
“The key is to move people beyond just awareness of something that is socially beneficial,” said Bezirgan. “We all know that we should eat right and save energy, but we need to take the action that matters.”
Ogilvy developed the practice over a nine-month period because of what is going on financially and socially around the world.
“We recognize that changes to the global economy and to society are mandating new approaches for how best to influence a lot of these socially beneficial public behavior movements,” she added.
Ogilvy & Mather launched the Social@Ogilvy practice in February with Ogilvy PR MD John Bell at the helm.