AD Agencies
Ogilvy Partners The UN To Fight Plastic Pollution
MUMBAI: For Years we have implored people to be more conscious and judicious in their use of plastic. Bottles, bags, straws and cups. What started out as a convenient and cost-effective invention has started threatening the health of our planet and the future is alarming. Every year the world uses 500 billion plastic bags.
“Say no to plastic.” “Use less plastic.” “Stop plastic pollution.” The slogans started pouring in, but plastic use has anything but slowed down.
We need a change. We need it now. And often, the most productive way to effect change is by borrowing from the everyday. By taking a common phrase, or an insight and turning it on its head to drive home a simple, direct and powerful message.
“Useless people are useful!” It’s not just a catchy tagline, it defies logic. It makes people do a double-take. Makes them stop in their tracks and wonder how useless can be useful. And when we reveal that ‘by using less plastic in their lives, people can be useful to the world’, the message is driven home powerfully and memorably.
UN Environment and Ogilvy came together to launch this new thinking with a set of 3 films. Each film demonstrates how when we use less we become better.
Ogilvy India chief creative officer Sukesh Nayak says, “Turning the word useless and finding a new meaning from it to promote using less plastic, is a great way of reminding people how simple acts can help save the environment. I am hopeful that the campaign line – ‘Useless log useful hain’- will catch on as a phrase and become a common refrain.”
UN Environment India country head Atul Bagai thinks that when it came to World Environment Day theme Beat Plastic Pollution, they highlighted not just the problem of plastic pollution but also showcased the alternatives to it. These short films are witty, and we hope will encourage people to use less plastic and eventually refuse it.
AD Agencies
Omnicom Advertising names Ellie Brocklehurst chief growth and marketing officer for Asia
The former TBWA Asia marketing chief returns from maternity leave with an ambitious mandate to make Omnicom the most sought-after network in the region.
NEW YORK: Ellie Brocklehurst is back, and she is not easing herself in gently. Omnicom Advertising has appointed Brocklehurst as chief growth and marketing officer for Asia, a role that puts her in charge of growth and marketing initiatives across the network’s three flagship agencies: BBDO, McCann and TBWA. Her brief is to sharpen existing capabilities while identifying new avenues for expansion across the region.
Brocklehurst brings a career that has moved steadily upward through some of the industry’s most recognisable names. She began at Source Music before moving through Exposure Public Relations and Marketing, Taurus Marketing and LEWIS Global Communications. She then joined BBDO Worldwide as communications manager for the Asia group, rising to regional communications director for Asia. At Wunderman Thompson, she served as head of marketing and PR for APAC before being elevated to APAC growth marketing lead, where she worked closely with local management teams on client expansion strategies, new business acquisition and brand building. Most recently, she served as chief marketing officer at TBWA\Asia.
Brocklehurst, who is returning from maternity leave, was characteristically direct about what she intends to do with the opportunity. “Transitioning back from my final maternity leave is a significant personal milestone,” she said. “While it’s the end of one era at home, it marks the beginning of an ambitious new one professionally.” She left little doubt about the scale of her ambition. “I’m stepping into this role with a clear mission: to make Omnicom Advertising the most awarded, revered, and sought-after agency network in Asia.”
In a region where agency networks are jostling hard for creative dominance and client loyalty, that is a target worth watching. Brocklehurst has spent two decades learning exactly how this game is played. Now she gets to set the rules.
