AD Agencies
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.”
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
