Ogilvy & Mather has added a specialist agency to its network that will help clients to harness the consumer spending power of lesbian, gay, bisexual and transsexual (LGBT) individuals, launching with Turner Broadcasting’s truTV as its client win.
The entertainment brand worked with the agency, dubbed Ogilvy Pride, on the UK launch of ‘RuPaul’s Drag Race’ to better target its key demographics.
The creative shop has already been drafted onto a number of client accounts across parts of the EMEA region.
It has promised to “deliver deep market insight into the LGBT community,” a consumer group it has valued in excess of $3trn dollars globally.
Michael Frohlich, UK chief executive and EMEA chief operating officer, Ogilvy Public Relations explained that Ogilvy Pride began as a grass roots community to champion diversity in the workplace but quickly grew 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,” he added.
Ogilvy Pride has been spearheaded by its founder Andrew Barratt, who cited shifts in social attitudes, and the considerable spending power of LGBT people, as the key factors which have driven interest from brands.