O&M UK launches Ogilvy Pride to tap $3 trillion market

MUMBAI: Ogilvy & Mather Group UK has introduced its new specialism Ogilvy Pride.


Ogilvy Pride delivers deep market insight into the LGBT community, a consumer group valued in excess of $3 trillion globally. Working alongside Ogilvy’s existing practices and specialisms, Ogilvy Pride will enable new and current clients to harness the consumer spending power of LGBT individuals in brand marketing and communication programmes.


The inclusion of minority groups, such as the LGBT community, in mainstream marketing content allows our clients to reach consumer groups that have previously gone unrecognised and position their brand as progressive.


Ogilvy Pride is the first global agency partner of Stonewall, the UK’s largest LGBT rights charity, and has already integrated the offering into a number of client accounts across parts of EMEA and to win business such as Turner Broadcasting’s truTV in the UK.


truTV is the television entertainment brand owned by Turner Broadcasting. Ogilvy Pride’s strategic capabilities, audience expertise and creative approach offered the perfect partnership for truTV to ensure the UK launch of RuPaul’s Drag Race had the maximum impact on all its target audiences.


Ogilvy Public Relations UK CEO Michael Frohlich said, “We are delighted to announce Ogilvy Pride, a new specialism we can offer to our existing and new clients. Ogilvy Pride began as a grass roots community to champion diversity in the workplace and has quickly grown into a key specialism for the business. Ogilvy Pride both responds to, and capitalises on, the huge appetite from brands to understand and tap into LGBT audiences in order to further diversify and grow their consumer audiences.”


Ogilvy Pride head Andrew Barratt added, “Shifts in social attitudes and the considerable spending power of LGBT people provides huge opportunity for brands to harness Ogilvy Pride’s specialist expertise. By 2020 it is estimated that in London alone the traditional mainstream majority will be outnumbered by minority groups. For a global brand campaign to be truly strategic in its communications, consideration of minority consumer audiences such as LGBT is now key.”

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