Ogilvy division keys on sustainability

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					                                                port of it is meant to illustrate how Webex      in the past,” said Holstein. “We want to
: Cisco is relying heavily on social media in   can facilitate the collaborative process while   reach all people who have an idea” and
a new campaign for its Web conferencing         also getting people pumped up about shar-        show them that “Webex can help bring it         : Ogilvy & Mather Worldwide has expand-
program, Webex. The campaign also targets       ing their ideas, she added.                      to life,” she continued.                        ed its global sustainability practice, unifying
a broader audience than previous efforts.          On the site, a video shows people lit-           Webex’s previous efforts tended to focus     multiple offerings into a new entity called
  Last week, Cisco launched the Pass            erally passing a ball from one to another        primarily on business professionals, many       OgilvyEarth. The cross-discipline practice
The Ball Web site globally following a soft     to illustrate the idea of collaboration. It      of whom already know that this technol-         aims to help businesses deal with the com-
launch earlier in the month. The site is        also highlights the campaign’s partnership       ogy already exists. More broadly, however,      munication of sustainability, from both
                                                                                                 there are still consumers that aren’t aware     cultural and business perspectives.
                                                                                                 of Webex’s capabilities, Holstein said.            The goal is to have OgilvyEarth work
                                                                                                    When someone is particularly interested      alongside the agency’s other areas to pro-
                                                                                                 in an idea, he or she can join a team that      vide knowledge and expertise to clients. BP,
                                                                                                 will collaborate on the idea.                   Yahoo, IBM, Unilever and the Ford Motor
                                                                                                    Cisco will sponsors Webinars for the         Company have tapped Ogilvy in the past
                                                                                                 teams of the most popular ideas. A year of      for sustainability related efforts.
                                                                                                 free Cisco WebEx services will be awarded          “The way to connect with customers and
                                                                                                 to the owners of the top-rated ideas.           prospects is through what is most impor-
                                                                                                    To promote the effort, Cisco is placing      tant to them,” said Seth Fabman, worldwide
                                                                                                 a bigger emphasis than before on trying to      managing director of OgilvyEarth. “Sustain-
                                                                                                 build the conversation around Pass the Ball     ability is a common interest that allows your
                                                                                                 on various social media sites. In addition to   messages to be more powerful. You’re not
                                                                                
				
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posted:6/13/2010
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Description: "The way to connect with customers and prospects is through what is most important to them," said Seth Fabman, worldwide managing director of OgilvyEarth. "Sustainability is a common interest that allows your messages to be more powerful. You're not just selling a product, you're aligning yourself with the consumer based on something a little more emotional."
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