T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

1

Emine Çubukçu Appointed Managing Director of Capitol Ogilvy PR/Turkey ..................... 2The Buzz On…Alex Lau ..................................................................................................... 3New to the Client Roster ................................................................................................... 4Lara Bingle Meets and Greets Vodafone iPhone Customers .............................................. 5Ogilvy PR Awarded EU’s Flagship Campaign on Biodiversity ............................................ 5Change Management, the Next Big Thing ......................................................................... 6Worst Practice: How Not to Raise Digital Awareness for Clients ........................................ 6Inspiring Leadership, Changing Lives ................................................................................ 7Pulse Launches Australia’s First Rainforest Alliance Certified Tea from Lipton ................. 8Ogilvy Exchange Program Builds Momentum ................................................................... 8Navigating the Road to Copenhagen ................................................................................. 9The Beauty of a Big PR Idea .......................................................................................... 10Stay True to Basic Principles .......................................................................................... 10Where We Work: New York .............................................................................................. 11Positive Energy Brings P&P Positive Results ................................................................... 12Working with your Neighbor: Easier Than You Thought ................................................... 12Pulse Educates Consumer Media on Windows 7............................................................. 13The Corporate Philanthropist: Why CSR Matters in a Recession ..................................... 14Ogilvy PR Volunteers Support Public Television .............................................................. 14Why I Joined Ogilvy PR ................................................................................................... 15New Hires ....................................................................................................................... 15

A U g U s T- s E p T E m B E r 2 0 0 9

NEW

s H

IgH

LIgH

Ts

The New pr: Leveraging Digital Influence to Drive sales and reputation in a Downturn

Ash Coleman–Smith, Managing Director of Ogilvy PR/EAME, explores online influencers and social media and how they can drive sales and reputation in a downturn.

One of the most important chal-lenges in a recession is to ensure you successfully identify and

engage with those who have the real power to amplify or change perceptions of your company. While targeting influencers may have been an important part of the marketing mix for some companies, the landscape has changed so dramatically that businesses that don’t explore digital platforms risk not only losing a share of voice, but also seriously losing control of their brand exposure.

Whereas previously influencers were those that others sought out for advice, there is now a growing group of influenc-ers who actively dispense advice via new digital social media platforms and tools—often unsolicited.

In the last few years, these wholly new, social media and networking platforms

Continues on page 3

Ogilvy PR/Shanghai Aids Growth of Chilean Wine Market in China

China’s rapidly growing wine industry is full of both opportunity and confusion. Lacking knowledge about wine, Chinese consumers often default to French wine and high prices to ensure they are getting quality, along with the status

symbol they want, as wine drinkers.The Chilean government wanted to

reach out to Chinese wine consumers and help them understand that there was more to choosing wine than just comparing price tags. Along the way, they wanted to get people to try Chile’s affordable and high quality wines.

Our target audience of young urban professionals, ages 25 through 35, is often embarrassed to order or purchase wine because of a lack of understanding about

the product. This same audience also spends a great deal of time online in China’s flourishing social media scene. They look to bloggers for advice and view the internet as an instrument for self study. Furthermore, when they learn something new or find a product they like, they want to share their knowledge and recommendations.

Based on our target audience’s lack of knowledge about wine, along with their use of the internet as a learning tool, we decided to create a campaign using education as

Continues on page 2

2

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

the cornerstone and social media the way we would reach Chinese wine drinkers.

Seeking to empower consumers with knowledge and confidence, we set out to arm Netizens with the tools to buy or order wine. To create a bigger brand presence, we used images and information about Chile as a constant backdrop to everything we did.

We planned a three phase campaign rollout: Phase one: I love wine

In this phase, everyone was invited to learn about wine appreciation, appeal-ing to all current and would be wine drinkers.

Phase two: I love Chilean wineFocusing on the specific advantages of wine from Chile, we encouraged people to convert to Chilean wine. We highlighted the affordability, taste quality and sustainability practices that set Chilean wine apart from the wines of other countries. In the process, we introduced Netizens to the different regions of Chile, furthering education.

Phase three: I love ChileWith a solid understanding of Chile, through Chilean wine, the door was open to introduce Chinese consumers to other products produced by Chile – fruit, salmon, urban transportation and tourism.

To make waves in the blogosphere, we collabo-rated with four influential bloggers asking them to stage a competition for us. For each week, spanning over four weeks, we sent them a bottle of Chilean wine, together with a surprise gift (such as music), to get them into a Chilean mood. We asked them to write about the wine in their blogs in their own personal style. Over 70,000 Netizens voted for their favorite articles with many bottles of Chilean wine being given away during the competition. Blog posts were featured on the front pages of some of China’s biggest portals.

We leveraged popular social media where we continu-ally added content and encouraged debate to cre-ate a community where Netizens were able to dis-cuss wine. Finally, we seeded information in more than fifty relevant Bulletin Board Systems

(BBS) forums to encourage interest. We empowered Chinese consumers to

drink wine with ease, and impress their friends and business associates through the following:

“Webisodes” (short videos) – Created •specifically for online video shar-ing networks as a tool for self-study. Through the webisodes, we delivered simple tips such as how to open a wine bottle, how to taste wine with confidence and how to pair wine with Chinese food.Interactive e-book – Cooperated with •Chilean wine companies in China who provided content and incorpo-rated the e-book into their own mar-keting strategies.

We also worked with editors and pro-ducers of big portals to promote programs like the e-book, videos and blogger com-petition, so that we could extend our campaign reach to people who do not use social media, but who regularly read major Chinese Web sites.

We achieved outstanding social media success. Videos have been watched nearly

10,000 times, more than 75,000 people read the blog posts that came under our Blogger com-petition and more than 21,000 views of the Ebook have been seen. The spaces we created have

continued to grow with user generated content, even after the campaign ended.

Our greatest campaign achievement was creating a campaign which helped to elevate Chilean wine from the fifth to the fourth largest exporter of wine to China, according to the Commissioner General of ProChile in China.

michael Darragh, Digital strategic planner, Ogilvy pr/shanghai

Emine Çubukçu Appointed managing Director of Capitol Ogilvy pr/Turkey

Capitol Ogilvy PR, the leading com-munications agency of Turkey, is delighted to announce that Emine Çubukçu has been appointed as managing director. In her new position, Emine will be responsible for the further development of the busi-

ness, as well as expand-ing and diversifying provided services.

Prior to taking over the management of Capitol Ogilvy PR, Emine worked for Aman and Associates

Communications Company where she supported brands and institutions such as TNT, Lifetime Television, breastcancer.org, Lankeanu Hospital, Department of Justice, mediamattersforamerica.org and StartChange as a senior account director for nearly ten years.

“It is very exciting to be back in Turkey after a career abroad for so many years,” says Emine, who has served many local and international brands during her com-munications career of more than 16 years. “My excitement and happiness doubles as I will have the chance and privilege to uti-lize and improve my experience at Capitol Ogilvy PR, an agency that has proven its local and international success and contin-ues serving under the umbrella of one of the world’s pioneering PR networks.”

Aytül Özkan, founding partner of Capitol Public Relations and Country Head of Ogilvy PR/Turkey, stated that she is extremely happy to have Emine on board, and hopes to continue to, “Expand our team with people whom we believe will further our success. This has been the core of our management approach and has been the case for our cooperation with Emine. I believe that her international experience is going to bring stronger and additional achievements for the new era of Capitol Ogilvy PR that has been refreshed with the renewed corporate identity of the agency.”

Chile…continued from page 1

3

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

For example, since August 2008, the professional online social network LinkedIn has seen a doubling in its growth rate of new sign–ups.

Economic downturns also frighten and unnerve employees. They are turning to social media for information, solace, and sometimes, to vent their professional frus-trations. Therefore, it stands to reason that monitoring social media will put many corporations in closer touch with how their own employees are feeling, to say nothing of the external view of the corpo-rate brand.

Beyond monitoring blog postings, companies should also consider working with search engine marketing – not just for sales leads – but for corporate reputation. Search has become a form of PR as well and when a company is under attack, the top results on a search engine query may bury the brand in negative results.

Going beyond the passive monitoring or even reactive responses to reputational

issues, companies have a wealth of new, very cost–effective, and often measurable ways to engage consumers in digital PR marketing efforts, especially when budgets are tight.

Here are some great links to see suc-cessful digital influencing in action – a case study presentation from US shoe retailer Zappos and useful research from emarketer breaking down different sized businesses that are using Social Media.

Zappos: A small company with a big voice:

http://www.slideshare.net/Thor/zappos-les-sons-building-a-customerfocused-culture

Businesses using Social Media research from Emarketer:

ht tp : / /www.emarke ter.com/Ar t ic le .aspx?r=1007121

Ash Coleman-smith, managing Director, EAmE

and tools have arisen and given a voice enabling anybody now to be a publisher:

Blogging and micro–blogging •on Wordpress and Twitter; Video on YouTube; •Photo sharing on Flickr; and •Webpage bookmark sharing •del.icio.us.

The research company Forrester rec-ommends re–aligning the traditional mar-keting funnel with these two groups of influencers in mind, with the new influ-encers aiding awareness and brand affinity efforts, while the classic influencers help close the sale. The most important start-ing point for marketers is to begin listen-ing to these conversations to identify these influencers, classic or new.

The proliferation of social media—there are now over 133 million blogs according to Blog search engine Technorati—has meant that traditional word–of–mouth influence has undergone a huge amplification via the network effect. Today, there is an abundance of new ways of finding and communicating and connecting with oth-ers to the extent that nearly all media is now “social” or certainly will be in a few years time.

With thousands of new ways to con-nect with people online through new social platforms, it is more important than ever to identify the influencers who shape purchase decisions and who will ultimately affect your bottom line and sales figures.

DIgITAL INFLUENCE AND DOWNTUrNsGiven how new much of the realm of

social media is, there is no history to study that might reveal consumer behavior in a downturn. However, as people become more cash strapped, many purchases will be more thoroughly researched to ensure that they receive the biggest bang for their buck. As a consequence, word of mouth marketing has become increasingly impor-tant as people tend to turn to those they know and trust when looking for recom-mendations on products and services. As people become increasingly familiar with others online too, then social media will not only weather the storm, it will serve as the shelter and gathering point for opinions, reviews, recommendations and endorsements.

The New PR…continued from page 1

Alex Lauproduction DirectorOgilvy pr/shanghai

Birthplace:• China – FujianFavorite movie:• Stephen Chow Flirtong ScholarWhat is the worst movie you paid to see in the theater and sat •

through it from start to finish? Men Behind the SunFavorite book: • “The Smiling Proud Wonderer,” by Jin YongFavorite television show:• 24Favorite website: • www.gooooal.comName a fictional character (TV, books, movies, etc.) that you relate to:• Spider ManThree words to describe yourself:• Amicable, Quiet, PoliteWords or phrase you most overuse:• "Wei wei wei."What talent would you most like to have:• FlyWhat were some of your favorite cartoons growing up?• Dragon BallWhat is a word you always misspell? • "Congratulation."Profession outside of PR you would most like to be doing:• Playing footballFirst PR client:• Johnnie WalkerClient most looking forward to working on:• AllHow many Ogilvy PR offices have you been to?• Five offices: Beijing, Guangzhou, Thailand, Shanghai and Hong Kong.Words to live by:• Have Fun

The Buzz On…

T H E B U Z Z — A p r I L - m A Y 2 0 0 9

4

social marketingCongress passed the Breast and Cervical Cancer Mortality Prevention Act of 1990, which guided the Centers for Diesease Control and Prevention (CDC) in creating The National Breast and Cervical Cancer Early Detection Program (NBCCEDP). The program helps low-income, uninsured, and underinsured women gain access to breast and cervical cancer screening and diagnostic services.

Ogilvy PR/Washington will help its NBCCEDP grantees maximize their effectiveness in planning and implementing marketing and fundraising activities to garner additional resources for sustaining their programs at the local level.

CDC anticipates that the tools developed also can be used to help fill the generated capacity created by the additional fund-ing to reach a higher percentage of eligible women and create awareness among the general population about the need for breast and cervical cancer screening.

public Affairs, Creative studio & HealthcareThe College of American Pathologists (CAP) is a not-for-profit professional society of physicians specializing in pathol-ogy, with more than 17,000 board-certified members. In addition to its education, scientific, advocacy, and com-munications activities, the College is a recognized leader in providing programs to improve quality in laboratory medicine. The scope of these services, which are critical to the operation of laboratories throughout the United States and internationally, is unparalleled. Ogilvy PR/Washington along with New York and Chicago will deliver two parts: 1) Develop a campaign to strengthen the image of pathologists among targeted markets, including patients/public, hospital administrators, primary care physicians, legislators, regulators and risk managers; and 2) Develop a campaign to support the CAP health care reform agenda, targeted to those whom pathologists must influence.

Consumer marketingDusit Thani International is a leading name in the Thai hospitality for more than 50 years with the Dusit Thani, Dusit D2, Dusit Princess and Dusit Deverana hotel, resort and spa brands. The company operated primarily in Thailand for many years but has now embarked on an international expansion, beginning with new hotel properties in the Middle East, other parts of Asia and hopefully, Europe. Ogilvy PR/Bangkok will conduct a 360° marketing workshop, develop-ment of three year marketing plan and provide recommenda-tions for tactical support.

Nearly 30 years ago, a small group of people from the island of Crete started CRETA FARMS Deli Meats with an innova-tive recipe in mind; they set out to create high-quality, healthy, great-tasting deli meats with a special key ingredient—Extra

Virgin Olive Oil (EVOO). For decades, the incredible flavor of CRETA FARMS Gourmet EVOO Deli Meats has filled European delicatessens. Now, this revolutionary deli product is available to you. Ogilvy PR/New York will increase aware-ness of Creta Farms Gourmet Deli Meats from the heart of the Mediterranean.

Technology and CorporateInterCall is a division of West Corporation, a leading pro-vider of outsourced communication solutions to many of the world's largest companies, organizations and government agencies. West Corporation helps its clients communicate effectively, maximize the value of their customer relation-ships and drive greater profitability from every interaction. The company’s integrated suite of customized solutions includes customer acquisition, customer care, automated voice services, emergency communications, conferencing, and accounts receivables management services. Founded in 1986 and headquartered in Omaha, Nebraska, West has a team of 37,000 employees based in North America, Europe and Asia. For more information on West Corporation, please visit www.west.com. Ogilvy PR/Denver along with Chicago is charged with increasing InterCall’s brand visibility, leadership posi-tioning, elevation of product value prop, SMB market aware-ness and vertical industry visibility.

New to the Client roster

“Promotion is just like a radar sweep, constantly hunting new prospects as they come into the market. Get a good radar and keep it sweeping.”

— David Ogilvy

5

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

Ogilvy pr Awarded EU’s Flagship Campaign on Biodiversity

sustainability Offering, OgilvyEarth, a Key to success

Ogilvy PR/Brussels has been awarded a con-tract by the European Commission to develop a pan-European campaign

to promote biodiversity. Biodiversity is a top EU priority and a looming post-Copenhagen issue. The campaign will launch in early 2010, the UN designated International Year of Biodiversity.

The win coincides with the launch of Ogilvy PR’s global sus-tainability offering, OgilvyEarth.

“This is an incredible engagement for Ogilvy PR/Brussels and we are excited to build upon our growing cadre of sustain-ability work,” said Natalie Todd, Ogilvy PR/Brussels Managing Director. “Biodiversity is fundamental to the world we live in, but few people understand what it is and the benefits it brings. At Ogilvy PR, we pride ourselves on designing creative campaigns that raise awareness and promote understanding of complex issues. We are delighted to have the opportunity to help the European Commission communicate with citizens on this impor-tant matter.”

The award of the biodiversity campaign follows a number of high-profile environmental wins for the agency. Ogilvy PR most recently participated in the launch of “Hopenhagen,” a global campaign designed to generate worldwide support for an agreement at the Copenhagen climate change conference. The campaign, which was previewed to critical acclaim at Cannes, launches at the UN in New York in September (www.hopenha-gen.org/).

“Since the launch of OgilvyEarth earlier this year, we are developing more and more campaigns with sustainability at the center of their strategic core,” said Ash Coleman-Smith, Managing Director of Ogilvy PR/EAME. “The combination of our global network and sustainable development experts meant that setting up a sustainability practice was a no-brainer. Clients and colleagues are equally excited by the range of tools and ser-vices OgilvyEarth offers.”

Other recent wins include the interactive climate change campaign “Join the changers.eu” for the European Parliament’s Alliance of Liberal Democrats in Europe, media relations for the EU’s 2009 Green Week “Climate Change: Act and Adapt” and promotion of the three-day European “Velo-City” event held this year in Brussels.

Laure Van Hauwaert, Head of Consumer and Corporate Communications, Ogilvy pr/Brussels

Lara Bingle meets and greets Vodafone iphone Customers

Pulse Communications/Sydney (Pulse) recently incorporated a special customer experience as part of the Vodafone iPhone 3GS launch so it was not necessary for customers to queue up in the cold to get their hands on the highly anticipated device.

Brand ambassador, Lara Bingle, participated in a series of on-site interviews and a photo shoot at Sydney’s Pitt St store

before hand delivering the new iPhone to lucky Vodafone customers at their work or home. The event was mirrored in other states through-out Australia with local celebrities including Giann Rooney jump-ing on-board to launch the new device.

A mini Volkswagen branded in Vodafone signage was positioned at the front of the Vodafone Pitt St store. Pulse staged a photo opportunity seeing Lara placed in front of the car boot full of hand-sets with the dominant branded Vodafone store in the background.

While the midnight launch of the first iPhone 3G event in 2008 was a great success, this time around Vodafone wanted a low-cost execution that would drive media to include their brand in launch coverage which would normally be owned by Apple. By using Lara Bingle as a media hook and incorporating the celebrity treatment aspect, Pulse was able to achieve great media attendance at the launch.

In a fantastic result, the event was attended by The Daily Telegraph, Channel 7 News, Channel 9 News, mX, Mix 106.5 and Nova 106.9, mX, and AAP, to name a few. The breaking news of Michael Jackson’s death coincided with Lara Bingle’s live radio interview in which she was asked her thoughts about the shocking news. Despite this announcement dominating the news agenda, the Pulse team achieved some great coverage and Vodafone brand mentions.

The launch resulted in over 50 pieces of coverage across print, radio and television outlets.

Talisha Holley, Account Coordinator, sydney/pulse Communications

Lara Bingle gets ready to deliver the new iPhone 3GS to lucky Vodafone customers.

6

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

Change management, the Next Big Digital Thing

Over the last few weeks, I have had a number of interesting conver-sations with organizers of big

events across Europe about social media, buzz, viral and word of mouth strategy. Each time, I am invited as a speaker to ‘convince the audience of the growing influence of social media’ or ‘showcase

best creative cases from big companies.’ Each time, my answer has been typically French—no way, let’s discuss first!

The problem is that they all miss THE big topic, the one that agencies and companies should really start focusing on: the change management process needs to be accelerated in order to get organizations ready to properly handle conversations with people on the web. And this is an emergency!

Of course, the impact of social media on brands and big companies is growing. All of us can see great examples all over the web, namely thanks to this kind of slideshow: http://www.slide-share.net/mzkagan/what-the-fk-is-social-media-one-year-later.

Of course, best practice sharing is always good but since it is often ‘creativity oriented,’ you just have to check every day the multiple rankings Web sites provide: http://viralvideochart.unruly-media.com/ .

Of course, we can easily demonstrate that we have great European expertise at Ogilvy PR, with an impressive list of cli-ents including IBM, Sony, San Pellegrino, Nescafé, NikeWomen, Lenovo, Scrabble, Liddle, LG Electronics, the European Commission, the Minister of Sustainable Development in France, the Lance Armstrong Foundation… But is that the added value the market can expect from Ogilvy PR when it comes to social media?

Thanks to that impressive list of big brands and big compa-nies, we know there is an urgent need to accelerate organization change so that the best creative ideas, plus the best structure to manage conversations, can work together at the same level of excellence.

Change will require a number of actions including social media guidelines production, training, resources, budget alloca-tion and planning. Thanks to great experiences with clients such as Vodafone or Nestlé, we’ve got the background and the tools to enable us to help clients that are most of the time openly aware they know they need to change but don’t know how to do it.

This week, I received an invitation to speak about social media strategy and change management at the event Buzz The Brand (link–in French: http://www.buzzthebrand.com/.

Eric maillard, managing Director, Ogilvy pr/paris

Worst practice: How Not to raise Digital Awareness for Clients

A California based PR and marketing agency hired a team of interns to post positive reviews for its clients in the social media world. A worst practice example that shows the importance of an ethical understanding of Digital Influence.

Posting fake consumer reviews is unprofessional. Officially including this

“offer” into your agency’s service portfolio is simply dumb. US tech blog “MobileCrunch” recently revealed the complete story. A prospective client had informed them of the agency’s misin-terpretation of Digital Influence as “Digital Manipulation.” He provided them with the original proposal in which the agency offers “internal user reviews.” As the document explains, the agency employs “a small team of interns who post product reviews, ensuring the majority of the reviews will have the key messaging and talking points.” After all, the agency promises not to overdo but to endorse the positive properties of a product – just on time when a product is launched.

The guys from MobileCrunch double-checked the infor-mant’s statement. The result: simply fraud. The agency posted fake and anonymous reviews to boost their clients’ sales. What remains unclear is if the respective clients (mainly game develop-ers) were aware of this, but it is hard to believe that they didn’t smell a rat.

Needless to say, ghost writing in any kind of social media is not part of our 360° Digital Influence Practice’s offer. This incident, however, reminds us of the importance of ethical and professional guidelines when dealing with the digital channel. Manipulating social media would mean to make nonsense of the medium as an open, trustful and diversified platform for unfil-tered share of information and opinions.

Ogilvy PR’s perception to address social media in an elabo-rate style makes Digital Influence a true challenge. It means to undergo the extensive process of conversation mapping to under-stand what the online discussion is all about, where it happens and who the opinion leaders are before we are able to recommend a customized Digital Influence campaign to our clients. The result is a concept that is always reflective, creative and interactive – but never manipulative.

See the complete MobileCrunch post and related comments here:

http://www.mobilecrunch.com/2009/08/22/cheating-the-app-store-pr-firm-has-interns-post-positive-reviews-for-clients/

Daniela muehlen, Account manager, muelheim

Ogilvy perspectives

7

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

In the summer of 2009, I had the pleasure and honor of participating as a facilitator for a week-long statewide youth leadership training program that gave me the chance to make a difference in the lives of a group of young people from schools and communities all over California, and to help them build their confidence, nurture their ambition and alter their life course.

And the experience taught me a little bit about myself, as well.

For more than 25 years, the Chicano Latino Youth Leadership Project (CLYLP) has been inspiring leadership in—and changing lives of—generations of California’s youth. The CLYLP was orga-nized in 1982 with the primary purpose of preparing students to be “California’s Future Leaders” by encouraging their involvement in our state’s economic, social and political development. By emphasiz-ing the importance of culture, community, college and careers, the CLYLP provides these students an opportunity and motiva-tion at a crucial time in their lives to pur-sue their education and become involved and engaged members of their communi-ties. It enhances their leadership skills, academic preparedness, self-esteem and cultural awareness. Together, the alumni, volunteers and partners create a commu-nity of leaders and a network of support for young people during the formative years of their lives.

Every year, the CLYLP brings 120 high school students from throughout California to enjoy Sacramento’s summer heat and participate in a week-long, inten-sive leadership training program in the state’s Capitol. CLYLP program partici-pants are housed on a college campus and attend powerful workshops and seminars that enhance their leadership skills, aca-demic preparedness, self-esteem, cultural awareness and provide an understanding of how state and local government works.

As my week with CLYLP began, I assumed that my role of “facilitator” for these students would be as much “babysit-ter” as it would be “inspiring mentor and role model.” But after sitting through the

first orientation and seeing the excitement in the students’ eyes and feeling their energy for the week ahead, I knew my job that week was going to be more than just keeping high school students in line. I was going to be their guide and counselor, their friend, and in my own humble way, I would actually be someone these young students would look up to and respect, an example to them of how dedication to education and career can prepare one for the road to success. It was a role and a task I accepted with enthusiasm, and believed was impor-tant in the development of the students as “Future Leaders.”

Among the highlights of our week together was a visit by the students to the State Capitol in Sacramento for a chance to interact with legislators and their staff, as well as staff from Governor Arnold Schwarzenegger’s office. The students also participated in mock legislative hear-ings and policy development discussions.

But just as important to the young peo-ple was the time we all spent learning about each other, and learning about ourselves. I was assigned to ten students, and for that week, we were known as “Familia (Family) 4.” By the end of our week together, that’s exactly what we were—a family. We ate together, traveled together and acted as one unit. I grew very close to the students, talked to them, listened to them, and in each one of them, I saw a little bit of me at their age; Hispanic, bi-lingual, college-driven, with a thirst to be successful, and supported by a family who sacrificed so much to help achieve those dreams. As the week progressed, my connection to the students grew from just having a common cultural background to feeling a personal investment in each young person in “mi familia,” and a growing motivation inside me to become an even stronger leader in my own community.

The CLYLP program not only ignites the spirit of the youth who participate, but also serves as a key turning point in the lives of those kids who are seeking positive role models in their lives and outlets for their leadership skills, and serves as a catalyst for the hope that lies within them. Many of the CLYLP alumni become the backbone of CLYLP’s efforts, joining the 200 volunteers

who yearly contribute more than 23-thousand hours of volunteer time to keeping the program growing and thriving.

As CLYLP inspires its student participants, it also inspires and changes the lives of its leaders and adult participants, and those who help keep the program growing. My time spent with the stu-dents in the summer of 2009 was an investment

in the lives of some truly remarkable people, and the experience strengthened my faith in the future of our state and its leadership; in fact, it has inspired me to play a larger leadership role within the organization this year.

After the success and positive response from last year’s summer program, CLYLP is now adopting a new strategic plan to expand the organization’s impact and reach, and inspire even more young lives. In my capacity as senior account executive at Ogilvy PR, I will help to consult on a new communications plan that Ogilvy PR is creating for CLYLP, which will also showcase the great work of all the CLYLP volunteers. This business opportunity is allowing me a personal opportunity to continue to give back to a group of young people that have touched my heart, and allow the company I proudly work for to share in that endeavor.

To learn more about the CLYLP visit www.clyclp.com.

Veronica rodriguez, senior Account Executive, Ogilvy pr/sacramento

Inspiring Leadership, Changing LivesAn Ogilvy pr staffer mentors and learns through the Chicano Latino Youth Leadership project

8

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

Continues on page 9

pulse Launches Australia’s First rainforest Alliance Certified Tea from Lipton

Eighteen months ago, Unilever asked Pulse Communications/Sydney (Pulse) to assist in launching Lipton Black Tea, sourced from Rainforest Alliance Certified™ farms.

This was the first time Unilever, the world’s largest tea company, had commit-ted to introducing sustainably certified tea on such a large scale—a move that was revolutionizing the global tea industry.

For Australian tea drinkers, the new Rainforest Alliance certification means every cup of Lipton Quality Black Tea purchased will go towards making a big difference to the lives of tea farmers, their families and the environment.

To assist in communicating this and laying a credible foundation for the consumer launch of the product, Pulse created the ‘Sustainable Australia?’ report – a 12-month inde-pendent study, which delved into Australian attitudes and perceptions of sustainability, with support and insights from the Rainforest Alliance.

The report revealed that despite the economic downturn, sustainability is still a ‘hot topic’ for Australians today, with three quarters (75%) of Australians calling out for more sustainable products in the market. However, it also showed Australians are unsure of what sustainability means and how they can take action.

In April 2009, Pulse held a news conference with the Unilever Australasia Chairman, to reveal the ‘Sustainable Australia?’ report findings and announce that Lipton Black Tea is now being sourced by Rainforest Alliance Certified™ farms.

The announcement resulted in over 2.7 million people being reached through con-sumer and trade media coverage.

Pulse also invited two key journalists from leading women’s glossy magazine, Notebook and the Sydney Morning Herald to visit Lipton’s first certified tea plantation in Kericho, Kenya. Notebook published a five page in-depth feature on the certified tea estate.

Pulse engaged with 20 stakeholders, including NGOs and key influencers in the field of sustainability, to brief them on the announcement and certification. Following this, no negative feedback or hostility was experienced. Positive stories were negotiated with the marketing editor of the metro newspaper Sydney Morning Herald, including a key news piece in the front section of the paper.

In July, Pulse met with 17 top-tier consumer lifestyle media to announce the new Lipton Black Tea was on shelves while addressing one of the key findings from the “Sustainable Australia?” report—that Australians are confused about sustainability and how to take action.

Pulse teamed up with Katie Patrick, author of ‘Green is Good’ to assist Australians in tak-ing action by providing manageable and cost effective tips to help Australians make better, more sustainable choices in the home. Looking for certified products such as the new Lipton Black Tea sourced from Rainforest Alliance Certified™ farms was top of the tip list.

Further coverage is expected to appear over the next few months!

Lyndsey gordon, Account manager, sydney/pulse Communications

Rainforest Alliance Certified Tea Estate, Kericho, Kenya

Ogilvy Exchange program Builds momentum

Ogilvy PR/Washington’s Ogilvy Exchange program is continuing to build momentum, thanks to

the high caliber leaders it has brought into the DC office since the start of 2009. As part of the Ogilvy Exchange program, Washington’s “National Security Strategy Lecture Series” began with Navy Captain Conrad Chun, who spoke on crisis com-munications on May 8, and will continue with another speaker later, in September.

On June 30th, Chief of Naval Operations, Admiral Gary Roughead gave remarks to a room full of industry professionals and PR colleagues. This presentation caught the eye of the media and Think Tanks as well, and attendees included the likes of CSPAN, Reuters, Defense Daily, U.S. Institute of Peace and the American Enterprise Institute, among others, to cover the topics addressed by Adm. Roughead.

With his numerous accomplish-ments and stellar Naval record, Adm. Roughead’s biography could be adapted into a short novel. Among his greatest achievements are being one of only two officers to have commanded fleets in both the Atlantic and Pacific Oceans and being the first Officer to command both classes of Aegis ships (the Navy’s latest combat system). He now serves on the Joint Chiefs of Staff and is the Principle Naval Advisor to the President and Secretary of the Navy on the Conduct of War.

The Admiral’s visit could not have come at a more relevant time in regards to changes in US Naval security and strat-egy and as the 2010 Quadrennial Defense Review (2010 QDR) is fast approaching its release date. These all-inclusive reviews are performed once every four years, so the 2010 QDR will be the Admiral’s first since stepping into office as the 29th Chief of Naval Operations in September of 2007.

Admiral Gary Roughead takes questions from the crowd

9

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

Ogilvy Exchange…continued from page 8

As the world’s focus turns towards the Copenhagen Climate Change Conference (COP15 http://en.cop15.dk/) at the end of the year, public affairs consultants are turn-

ing their attention to how to navigate the political milestones on the “Road to Copenhagen.”

Politicians, policymakers, academics and NGOs have been busy preparing for COP 15: from the UN meeting (COP 14) in Poznan last December 2008; the academic conference on climate change in Copenhagen this March; technical meetings in Bonn; G8 environment ministers’ meetings in Italy; the EU-US summit in Prague; and to the G20 meeting in London. The European Commission’s whitepaper on adapting to climate change, the sustainable devel-opment conference in Brussels in May, and the EU’s annual Greenweek event in June, all point the way towards Copenhagen.

Companies have been understandably pre-occupied with the financial crisis and subsequent global recession. But clients are waking up to the opportunities of public sector funding for clean technologies and investment in sustainable solutions. The stimu-lus packages may just offer a lifeline for those who will drive the engine of the sustainable economy.

CEOs of major corporations came together at the World Business Leader’s Summit on climate change to pledge sup-port for the Copenhagen Summit and a successor to the Kyoto Protocol. But what about the many other companies with sus-

tainable products and services? What role should they play in the run up to Copenhagen and beyond?

The answer is to concentrate on where the political and financial support is being targeted and anticipate the regulatory measures that will support sustainable markets and consumption.

Use public affairs consultants not to lobby against sustainable industry mea-sures, but to promote understanding amongst officials and politicians of the potential of business to contribute to a sustainable economic recovery.

Are companies in a position to influ-ence the outcome of Copenhagen? Probably not. But they are in a posi-tion to align their strategies, research and development programs with the most significant confluence of world opinion on the need for business and

politics to forge a sustainable new world order. Our future eco-nomic and global development depends on it.

Simply promoting a company’s “green” credentials in the run up to Copenhagen is missing the point. Advising companies on the landscape and opportunities that lie between now and then, and most importantly beyond the event itself, is arguably the greatest challenge facing public affairs consultants today. And if you are still not convinced, visit the Hopenhagen site (www.hopenhagen.org) to see the compelling campaign developed by Ogilvy to spread the word that our future is in our hands.

Natalie sarkic-Todd, managing Director, Ogilvy pr/Brussels

Navigating the road to Copenhagen

In his remarks, Adm. Roughead expressed his support for the 2010 QDR and reminded his audience of the Review’s necessity. He segued into the Navy of today—from his-tory to future, submarines to planes, seals to doctors, Iraq to Antarctica; those attending the lecture walked away with a comprehen-sive lesson of the Navy’s important role in not only today’s wars, but in the Navy’s role in supporting the lifestyle of everyday Americans.

The Admiral half-jokingly said, “I never want an American sailor in a fair fight. I always want them in the advantage posi-tion.” Cutting-edge naval operations are par-amount to ensuring the health and safety of our sailors—which is no easy task considering over 78,000 sailors have been deployed over-seas since September, 2001, including highly trained Seal forces. Today, the two-century-old US Navy harbors over 62,000 sailors.

Adm. Roughead shared a slide with doz-ens of markers indicating general proximities of Navy ships all over the world. The exten-sive coverage was impressive, but necessary in Roughead’s experience. “It isn’t good enough that we get there,” he said. “We have to be there when things happen.”

The Admiral’s greatest emphasis was on the future of the Navy, which is heading for what he calls “hybrid” Navy warfare: Conventional and revolutionary tactics wound into one to better prepare the men and women of our armed forces for any type of warfare.

There is no doubt that changes are com-ing to not only the Navy, but the entire armed forces, considering that by the end of 2010, about one-third of all active-duty, military personnel are scheduled to return home. Admiral Roughead explained that a main priority of the Navy will be to make sure this transition from foreign bases overseas to

domestic bases is made without compromis-ing our country’s safety.

“At the end of the day, we’re going to live in an uncertain world,” admitted the Admiral, but he went on to reassure the audi-ence that “the Navy I serve today is the best Navy I have ever served.”

The goal of hosting such high profile guests is “show our current and potential cli-ents our commitment to thought leadership,” said Robert Mathias, Managing Director of Ogilvy PR/Washington. “As the Ogilvy Exchange program grows, we hope to con-tinue to demonstrate forward thinking on the issues that matter most to our clients in Washington.”

A full video of the June 30th remarks can be viewed at http://www.c-spanarchives.org/library/index.php?main_page=product_video_info&products_id=287360-1

Kyle Johnson, Intern, Ogilvy pr/Washington

10

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

The big PR idea. That is what matters. Clients want it, agencies want it, but some-times it is pretty difficult to find it. It is usually not about budgets. And we all know that. Ogilvy PR/Prague has recent case studies showcasing how challenging and funny it is to find “big ideas” and use them. So let me share this experience with you. The client’s name, babyweb.cz, is probably something you never heard about. Not surpris-ing. Neither did we before we became partners.

What is the story about? Babyweb was a brand new Web site providing information to women who wanted or had babies. It was totally unknown and launching in the satur-ated, highly competitive environment (almost 30 competitive Web sites). So Ogilvy PR had to deal with two crucial challenges: How to win interest of media and public, and how to keep and stimulate their attention.

Idea 1: How to launch a new web for mothers of babies (0-3 yrs):Ogilvy PR recommended to Babyweb

to apply the unique database of the toys dangerous to health on their Web site. This database was guaranteed by the Czech Trade Inspectorate. We recognized that there are many articles and webs informing about dangerous toys, but no complex and comprehensive source of information. And we have also found out that “toys” (in com-bination with children) is the second most frequent topic in the Czech media (after children AND health). A day after a press conference introducing www.babyweb.cz,

we scored a great success. There was an article about this Web site in all the nineteen important dailies.

This idea helped the Web site to become one of the leading Web sites in its category and frequently quoted as a valuable information source by other media. With only three months of PR support, we achieved a great success: an increase of monthly audience from 5,000 to 80,000 unique visitors, when our original target was 40,000.

Idea 2: How to use immediate action to keep attention and generate high quality publicity:Ogilvy PR advised babyweb.cz to react to the initia-

tive of facebook.com which removed photos posted by women that showed breastfeeding. We have inquired opinions of babyweb visitors and they were mostly criti-cal towards the Facebook action. Ogilvy PR organized for babyweb.cz breastfeeding happening in Ogilvy PR’s premises (we have a huge central area as an atrium in the middle of our building) and via babyweb invited women to take active part in the protest action with their

babies. The pictures of the happening were taken by Sara Saudkova, the famous Czech woman-photographer who is also mother of three children.

This idea has won huge interest of media and public. We had gained extensive publicity including several front pages and prime time TV coverage including interviews. The story lived in media for several weeks.

radek Vítek, managing Director, Ogilvy pr/prague

The Beauty of a Big pr Idea stay True to Basic principles

In these times, when we are all under pressure, a few simple questions can help us focus the mind.

We are all under pressure – to do more for less, even more creatively and faster; to push teams and/or the agency harder; and yet, at the same time, to

wire into shifting consumer attitudes that have shifted spectacularly, thanks to the recession.

It is easy to lose focus and edge in these ‘interesting times’ and lose ones conviction about basic on-going truths when it comes to engaging consumer audiences.

Here, in no particular order, are three questions which I have recently noticed myself, and others I work with (clients and agency colleagues), asking more often since the credit crunch. They seem to have helped maintain focus and edge. Hopefully, at least one will be useful to you.

There may be some short term shifts in consumer attitudes but what, given the campaign objectives, is the on-going rel-evant long term consumer ‘truth’? Here is a recent example where asking this question brought clarity around the issue of austerity versus ethical brand behavior. Some clients and industry commentators argue that recessionary pressures funda-mentally erode consumer attitudes in this area. In June, we commissioned a survey into consumer attitudes to CSR. In fact, the research has shown that consumers are actually slightly more sensitized today to CSR when it comes to brand preference. However, their trust in brand’s/compa-nies’ commitment to maintain standards in this area during a recession has declined. Consumers have not suddenly changed how they judge brands and businesses on the basis of their ethical behavior even if their spending behavior short term has. The ‘truth’ remains that differentiated and well communicated CSR will become a point of competitive advantage as the economy turns.

Continues on page 13

11

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

Other than the slight adjustments in commuting time for some, the New York office of Ogilvy PR seems to be enjoying the new space at 636 11th Avenue, also known as, The Chocolate Factory.

Located on the 4th floor, the new Ogilvy PR space is an open floor plan with plenty of options for collaborating, which was very important to the powers-that-be when planning the space. In addition to the conference rooms that can be reserved, there are also are sev-eral first-come, first-serve “collaboration” rooms equipped with basic audiovisual

equipment and dry-erase walls, perfect for brainstorming.

The change in personal workspace seems to have been received positively by employees as well. The space is white-washed with lower cube walls and top-of-the-line furniture. Mostly grouped in pods, “It’s a great change to be in such a light, spacious office, and the open floor plan has helped foster even better com-munication in my teams,” according to Vanessa Phillips, senior account executive in the Healthcare Practice.

The building also provides nice ameni-ties for of the Ogilvy groups. Additional amenities include:

A rooftop space with a full array of •foliage, Wi-Fi connectivity, tables and chairs for eating and a bar area for partiesA cafeteria complete with coffee bar •and a few specialty food stations A fitness center with cardio equip-•ment, both free and weight machines and full locker roomsBikes that can be signed out by •employees for lunchtime rides along the Hudson or quick trips to a client downtown

It seems that even minor concerns were important too. There are phone booths that

allow for privacy during those all-day pitch-ing sessions. In addition, there are overhead speakers pumping out “white noise” to pro-vide a calming element to the space.

As is usually the case with Ogilvy PR employees, we have viewed the move as a great step in improving what is already a good operation.

michael Nolan, Office manager, Ogilvy pr/New York

Where we wOrk

settling in at The Chocolate Factory

View of the Intrepid

Fruits and breakfast foods still out at 11:00!

Rooftop!

Rooftop garden

12

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

positive Energy Brings p&p positive results

Parker & Partners/Sydney was approached by the Australian Petroleum Production & Exploration Association (APPEA) to develop a brand for natural gas that could unite the industry and raise awareness of the benefits of natural gas for Australia. This

project culminated in the launch of the Natural Gas – Positive Energy campaign on August 20th.

Held at the Australian Parliament House in Canberra, the Natural Gas – Positive Energy breakfast raised the pro-file of natural gas and its environmental and eco-nomic benefits. Parker & Partners brought together over 120 high profile industry representatives, government officials, Members of Parliament, political advisors and members of the media. Notable guests attending the breakfast included Senator the Hon Eric Abetz, Ms Yvette D’Ath

MP and the Hon Kevin Andrews MP. The launch introduced Julie Goodwin, Australia’s first

MasterChef winner, and Paul Howes, National Secretary of the Australian Workers Union, as Australia’s first Positive Energy Ambassadors. As ambassadors, Julie and Paul spoke of the importance of natural gas, and its advantages as a transitional energy source as Australia moves into a low carbon economy. The presence of 2009 MasterChef Australia winner created much buzz and excitement for those attending the breakfast. To mark the event, guests took home aprons with the Natural Gas – Positive Energy logo, which were happily autographed by the MasterChef.

Parker & Partners created an online and social media pres-ence for the Natural Gas – Positive Energy brand and a Positive Energy TV Commercial was also screened throughout the day on the SKY News Channel.

Overall, the campaign’s branding and the launch were well received by industry stakeholders, and the event gained solid national media coverage. Building on its successful launch, the Natural Gas – Positive Energy brand is continuing to encourage more Australians from all walks of life to become ambassadors for the positive energy of natural gas.

Laura Bate, Consultant, sydney/parker & partners

Julie Goodwin, 2009 MasterChef Australia Winner addressing guests at the Natural Gas – Positive Energy Event, Australian Parliament House, Canberra

Working with your Neighbor: Easier Than You Thought

You know your team very well by now; you have all participated in

many projects as well as shared hundreds of ideas, insights and new proposals. When it comes to our global 360° Digital Influence teams, holding monthly conference calls and actively contacting each other to find out what our neighbors are working on is key.

Recently, our Spanish Digital Influence team devel-oped a cross-country project with our colleagues in France involving both blogger communities. As it happens in any first time project, many organizational questions and doubts arose amongst both teams, however, setting standard guidelines and a realistic time frame made things easier.

Here are a few tips in order to develop a successful cross-country Digital Influence activity (or any pr activity). make sure:

You and your team have enough time to explain the full •action to your colleagues in another country: The other local team wants to participate •Both teams have all necessary materials •Both teams understand the goals and timing of the project •Everyone knows who to contact at any time during the proj-•ect Both teams can deliver all agreed materials on time •

During the project, it is important that you and your team:Communicate any change to the other local team •Let the other team have direct communication with their •audience Be open to listen to the other local team’s suggestions •regarding the project. They know their audience better than you do! Both parts should organize a conference call to review •results and talk about future improvements If you’re thinking about including a foreign team in your •project, take time to localize all materials and to explain every detail of it in order to avoid future misunderstandings.

I hope our tips are helpful and…good luck!

Wawi górriz, Digital Influence strategist, Ogilvy pr/Barcelona

13

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

pulse Educates Consumer media on Windows 7The Best Thing You’ll Touch, see and play with this Year

Microsoft recently engaged Pulse Communications/Sydney (Pulse) to launch Windows 7—the newest version of the Windows operating system to the consumer media. With fewer clicks, faster searching, easier browsing, and

simpler ways to connect, Windows 7 has been developed to ‘work the way you want,’ ‘simplify my life’ and ‘make new things possible.’

To create buzz around the new technology and position it as fun and easy to use, Pulse held a series of publishing house tours at ACP Magazines, Pacific Magazines and News Magazines – home to Sydney’s top consumer publications. Spanned over seven sessions, over three days, across two months, this was Pulse’s biggest publishing house tour yet.

Based around the theme of ‘touch’, due to Windows 7’s innovative touch technology, Pulse showcased Windows 7 in an entertaining and inspirational way. To entice media, Pulse sent journalists a boudoir themed invitation and teaser pack inviting them to lay their hands on the latest touch technology, and uncover the secrets of the yet-to-be released program. They were invited to “get into bed” with Windows and experience the visually exciting features, the sleek design, and impressive functionality before anyone else.

In order to showcase the Windows 7 features of most relevance to the men’s lifestyle, women’s lifestyle, and family and youth audiences, three one-hour tailored sessions were held at both ACP Magazines and Pacific Magazines with a combined session at News Magazines to cater for the smaller group. This proved to be a great success as journal-ists learnt how their readers could get the best out of the technology to make their lives more efficient.

Overall, the events were a great success with 28 journalists from 25 publications attending, exceeding KPI’s by 50 percent. Media feedback has been overwhelmingly positive with numerous journalists commending the educational and interactive ses-sions. The team has already secured editorial in a variety of high circulating magazines including Cosmopolitan, Better Home & Gardens and New Idea.

Lucy Treble, Account Coordinator, sydney/pulse Communications

Boudoir themed media session at ACP Magazines

Are we sure we reached the target consumer as efficiently as possible? In today’s digital and social media world, consumers are finding it easier to become part of communities. Calculating ‘oppor-tunities to see,’ ‘reach’ or ‘penetration’ is fine, but also look for ways of gaining added value momentum. Search out con-sumer communities via partners (media, other symbiotic brands, NGOs etc) that can grow organically. Here is a great example: The Comfort fabric conditioner brand wanted to reach out to mums about its baby product. National media remained important but for long-term and cost effective results, using ‘word of mum’ communication to reach and build communities was also critical. The efficiency question pushed fresh thinking. The team linked with media on-line creat-ing the ‘Comfort-eers’ – an incentivized community of like minded mums. In weeks over 7,000 mums signed up to take part. The activity and on-going commu-nity has now touched millions via other relevant communities – it has become self sustaining.

Are the solutions we are developing over complicated? Faced with the pres-sure to do more for less and fit more in to communications it can be easy to develop over complicated solutions. Simplicity differentiates – especially if it comes from the heart of the brand. Recently, Welsh Lamb has been challenging not only New Zealand Lamb but also English and Scottish Lamb. The competitors have used a queue of celebrities (Beefy and Lamby), chefs, experts, DJs etc. Welsh Lamb needed to keep it simple and dif-ferentiate. Welsh passion lies behind their brand. This became the clear center point for the campaign – who better to represent passion for quality than a Welsh Lamb farmer! The launch and hunt for the farmer ambassador has attracted exten-sive coverage – a simple idea cut through the noise.

Everyone is asking the other obvious ‘interesting’ questions about value and measurement but these have been in our faces for a while – good luck in interesting times!

Ash Coleman-smith, managing Director, EAmE

Stay True…continued from page 10

14

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

The Corporate philanthropist: Why Csr matters in a recession

Hot on the heels of the recent launch of OgilvyEarth (www.ogilvyearth.com), our agency’s

sustainability offering; we have commis-sioned a study about businesses’ and consumers’ current views on CSR com-mitment. What it shows us is that regard-less of the fears in the business community, consumers’ loyalty to ethical and social issues is holding up during the recession. We believe that now is the opportunity for business leaders to prove that they are sincere and truly committed to CSR promises.

In partnership with research firm Populus, Ogilvy PR/London interviewed over 2,000 British opinion formers and consumers. An overwhelming majority of those business leaders (67 percent) see trust in companies’ CSR issues as a key aspect for corporate success. At the same

time, over a third of business leaders think that companies, which scale back on CSR during the economic downturn, will regret the decision come the recovery.

The survey results also prove that reces-sion has done little to curb consumer demand for products with social and envi-ronmental credentials. Nearly 40 percent of consumers are actually more concerned with environmental and social issues than they were before the recession began. There is also a growing trend to put busi-ness under more scrutiny. Some 29 percent of consumers admit to paying more atten-tion now to a product’s environmental and social credentials compared with 12 months ago.

In our view one possible victim of the recession is consumer trust in businesses’ commitment to sticking to their word on sustainability. Surprisingly enough, only

one third of consumers expressed confi-dence in UK companies to remain com-mitted to their social and environmental promises. To check out some national and trade media coverage of our Csr research story in The Independent, prWeek and mar-keting site Utalkmarketing.com, just follow the links.

Katharina Winkler, Account manager, Ogilvy pr/London

Ogilvy pr Volunteers support public Television

An Ogilvy PR/Washington team of 19 volunteers helped raise nearly $8000 in support of pub-

lic television on August 5, 2009. They appeared live, answering phone calls dur-ing a pledge drive featuring acclaimed violinist David Garrett for WETA Television, a community-based public broadcasting station serving the Washington, DC area.

Mason Essif, a senior vice president at Ogilvy PR who specializes in media rela-tions, set up the volunteer program for Ogilvy PR. In 2008, he had worked with WETA for an Ogilvy PR thought leader-ship panel on digital television. With the support of senior leadership, he reached back out to WETA this spring and offered Ogilvy PR staff as fundraising volunteers.

The team took some 70 membership pledges on behalf of WETA while outfit-ted in Ogilvy PR Red polo shirts. Ogilvy PR got three on-air credits along with

a logo display and great visibility being the sole volunteers manning the phones that night.

“We were all excited about partici-pating in an event for such a wonderful

cause.” said Caitlin Douglas, account executive in DC’s social marketing practice. “And let’s not forget,” she added with a laugh, “We also got the chance to be ‘discov-

ered’ by a roving camera man.” Gaylen Cragin, project manager for

Ogilvy PR’s Strategy+Planning group, commented on WETA’s dedication to the Washington community, “I grew up learning the importance of supporting public television, but through volunteer-ing I truly understand WETA’s commit-ment to providing educational services to learners of all ages and abilities.” Cragin added, “Because WETA enhances our community, we value them and so do our clients.”

As an independent and not-for-profit public broadcaster and producer, WETA is a flagship station for PBS producing such shows as The NewsHour with Jim Lehrer, Washington Week with Gwen Ifill and National Journal, The Kennedy Center Presents, and documentaries by filmmaker Ken Burns. WETA’s mission is to produce and broad-cast programs of intellectual integrity and cultural merit that recognize viewers’ and listeners’ intelligence, curiosity and inter-est in the world around them.

Ogilvy PR WETA volunteers included: Mason Essif, Gaylen Cragin, An Pham, Janet Thomas, Teresa Tsu, Sheri Leonardo, Caitlin Douglas, Jenna McIntyre, Michaela Thayer, Heather Innella, Randy Talley, Jenny Lowe, David McConnaughey, Marie Manning, Wendy Davis, Ray Rahmati, Julie Hildreth, Greg Stanko and Ashley Duncan.

michaela Thayer, Account Executive, Ogilvy pr/Washington

15

T H E B U Z Z — A U g U s T - s E p T E m B E r 2 0 0 9

T H E B U Z Z s T A F F

Corporate editor:rachel Foltzdirector, Corporate Communicationsogilvy pr

editorial Staff:Karen OoiKnowledge Managerogilvy pr/asia pacific

rachel singletonKnowledge Managerogilvy pr/eaMe

Corporate Staff:Elizabeth CarrionKnowledge Managerogilvy pr/New York An phamCorporate Communications Specialistogilvy pr

CreatiVe Staff:Janet Thomasart directorogilvy pr/Strategy+planning

Ty Agensdesignerogilvy pr/Strategy+planning

Feinstein Kean HealthcareShannon Hatch Washington DC, United States Account Director Healthcare

Ogilvy Government RelationsLindsay Howerton Washington DC, United States Staff Assistant Public Affairs

Layne Powers Washington DC, United States Executive Assistant Public Affairs

Ogilvy PR WorldwideKaty Cook Sydney/Pulse Communications Pty Ltd., Australia Practice Director Consumer Marketing

Alan Yuan Shanghai, China Senior Art Director Creative Studio

Madhurima Banerjee Mumbai, India Senior Consultant Consumer Marketing

Nimoli Gala Mumbai, India Associate Corporate

Kelly Chen Taiwan/Era Public Relations, Taiwan Account Executive All

Anchor Su Taiwan/Era Public Relations, Taiwan Account Manager All

Jasmine Yang Taiwan/Era Public Relations, Taiwan Account Executive All

Vararat Chevavichavankul Bangkok, Thailand Communication Executive Corporate

Lada Pensitthiporn Bangkok, Thailand Communications manager Healthcare

Rachadol Yingpisutt Bangkok, Thailand Communications Manager Consumer Marketing

Clair Whitefield London, United Kingdom Account Manager Corporate

Elizabeth Egerstrom Chicago, United States Intern Corporate

Ted Maass Chicago, United States Assistant Account Executive Corporate

Shannon Radecki Los Angeles, United States Senior Account Executive Consumer Marketing

Heidi D’agostino New York, United States Senior Vice President Resarch & Insights

Kelli Gail New York, United States Senior Vice President Public Affairs

Kai MacMahon New York, United States Vice President Digital Influence

Stephanie Lederer Washington DC, Washington Account Executive Ogilvy Operations

Veronica Oleynik Washington DC, Washington Vice President Production Producer Digital Influence

Karen Untereker Washington DC, Washington Digital Influence Strategist Digital Influence

Alexandra Vaughn Washington DC, Washington Assistant Account Executive Social Marketing

New Hires August 15 through september 14, 2009

Jenna Boller Account supervisor Digital Influence Ogilvy pr/san Francisco“I chose Ogilvy PR because I wanted to stay

at the cutting edge of digital influence and new media for PR and marketing. Ogilvy PR is world renowned for global excel-lence in PR and I wanted to be a part of the team. I am so excited to be here!”

Hamish Li public Affairs parker & partners/sydney“I was looking to work for a company with a strong global network and a stel-

lar reputation, both of which are defined by Ogilvy PR. Working for Parker & Partners also combines my love of politics, research and strategic communications. The icing on the cake? The brilliant peo-ple I get to work with every day.”

stephanie Hung senior Account Executive Consumer marketing Ogilvy pr/Taipei“Ogilvy is a worldwide

PR firm with superb talents and dynamic culture and I am looking forward to work in interesting accounts with great team.”

Why I Joined Ogilvy pr