OgilvyOne London is today delighted to announce that, following a competitive pitch, it has won its first major piece of new business of 2011 – the prestigious Drinkaware business.
Drinkaware, a UK alcohol awareness charity funded by the drinks industry, aims to change UK drinking habits for the better by highlighting the dangers of alcohol misuse – primarily through the use of behavioural change campaigning, digital communications and media relations. The pitch, which was run through Oystercatchers, ended in a two-way shootout with VCCP.
OgilvyOne has been tasked with creating integrated on-and-offline campaigns which move Drinkaware on from its successful general awareness communications towards an action-orientated and behavioural change marketing approach
The agency will be combining its skills in creativity, strategic thinking, and integrated communications to positively change behaviour among parents of young children, young adults aged 18 to 24 and adults age 30+. OgilvyOne and Drinkaware will encourage parents to speak to their children about alcohol misuse, challenge the social acceptance and desirability of drunken behaviour among young adults, and build awareness of unit equivalents and guidelines among adults.
Work on the account begins immediately and will run until 2013.
Annette King, OgilvyOne London’s chief executive, says: “We are thrilled – what a way to kick off 2011. This is a fantastic piece of business to win. Not only is Drinkaware a great cause, this account will also play to, and test, our strengths – it requires robust strategic insights and thinking, powerful creative execution, high levels of technical skill, great project management skills and the ability to integrate our strategies and creative across a number of channels. A big challenge, and one which we’re looking forward to meeting.”
Chris Sorek, Chief Executive of Drinkaware, adds: “We were very impressed with the OgilvyOne pitch and are looking forward to working with them to achieve real behaviour change among consumers.
“Our challenge is to present messages about alcohol misuse in a way that resonates with the target audience – and a creative, evidence-based approach will be key.”
