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Ogilvy Expands Sustainability Practice – U.N. is Newest Client
May 29, 2009
May 29, 2009- Marketing giant Ogilvy & Mather Worldwide has recently announced the opening of its newest firm, Ogilvy Earth to “help clients develop substantive, actionable programs that make a meaningful difference to their business and the planet.” Up first – nothing but the United Nations Climate Change Conference.
Ogilvy Earth says it has volunteered it services to the international non-governmental organization to develop a communications strategy and campaign for COP15, to be held in Copenhagen in December of this year, where 192 nations will negotiate a successor treaty to the Kyoto Protocols for limiting greenhouse gas emissions.
The marketing firm has published results from an Eco-Audit it conducted to help “inform its thinking” in developing the campaign. The whitepaper outlines findings and thoughts on the opportunities for brands that wish to lead in the new “Age of Sustainability”.
The audit was conducted with “50 of the world’s thought leaders on sustainability – representatives from major corporations, governments, financial institutions, academia and NGOs in the US, India, China, Brazil and the UK.”
“What we learned was striking: 2009 is giving rise to a new world order with the concept of sustainability at its very core. This pivotal moment creates a rare window of opportunity for cultural leadership.”
Evidence for the dawning of this new world order includes:
Sustainability is driving new wealth creation: The global carbon market value is currently estimated at $79.7 billion and could expand to $3 trillion by 2020 – New Energy Finance
Financial stimulus packages are incentivizing and accelerating the growth of the sustainable economy globally: Globally, sustainability stimulus amounts to $444 billion – Presidential Climate Action Project
Sustainability has gone mainstream: 82% of Americans say they’re still buying green products despite changes in the economy – Enviromedia
Sustainability is becoming a legislated reality: U.S. cap-and-trade regulation is being hotly anticipated, as is a bilateral US/China agreement on carbon emissions or technology-sharing. In addition, a burgeoning carbon market already exists in Europe.
"Sustainability is a global call to action, an imperative that businesses must heed," says Miles Young, CEO of Ogilvy & Mather. "In the Age of Sustainability, these issues can no longer be ignored by organizations, but need to be embraced and demonstrated to stakeholders in a way that is sustentative."
To download the whitepaper, A Pivotol Yearclick here.