NEW YORK: Ogilvy Public Relations has formed a partnership with social good consultancy Good Scout Group to bolster its CSR and cause-related efforts for clients.
The firms decided to join forces after working together on the Nationwide Insurance Make Safe Happen cause campaign, which launched in January, said Philips McCarty, CEO of Good Scout, a Causemedia Group company. The campaign aims to reduce preventable childhood accidents.
Despite receiving backlash on its Super Bowl ad – referred to as "morbid" or "disturbing" by many viewers – the Nationwide Insurance campaign earned top tier media coverage from outlets such as CNN, CBS News, and The Wall Street Journal.
Good Scout handled the overarching social good strategy, while Ogilvy executed the campaign and handled communications, McCarty said
He added that Good Scout is strong in strategy consulting and program development, but in the past, it had to partner with other firms for the implementation phase of an initiative.
"The beauty is that we bring the foundation of social good, social responsibility, and cause marketing consulting to the table and marry that with Ogilvy’s incredible brand expertise," explained McCarty.
Jennifer Risi, MD of Ogilvy Media Influence and head of media relations for North America at Ogilvy, explained that through the alliance the firms will be able to identify and service like-minded social good clients.
"The big thing we’re seeing is that brands are challenged today as they seek to make a true impact on society," said Risi. "It used to be that you gave back as an extra, but now doing good and creating a program that makes a substantive cause-related impact is essential to businesses."
She added that the partnership delivers a nice "one-two punch" for clients by offering them the combination of a strong social good strategy and media outreach and communications.
In addition to Nationwide Insurance, Good Scout Group works with clients across the nonprofit and entertainment sectors, such as the American Heart Association, the Livestrong Foundation, NBCUniversal, the NASCAR Foundation, the Make-A-Wish Foundation, and the John Wayne Cancer Foundation.
Good Scout parent company Causemedia Group also owns digital agency StudioGood, branding and design firm patron, and online charity auction brand Kompolt.