Singapore-based head of sustainability for Ogilvy Asia Andy Wilson has left the promoting company to begin his personal enterprise, which goals to assist amplify manufacturers within the sustainability sector. It’s launching with tasks associated to various protein and wholesome growing old.
The Briton, who joined Ogilvy from rival advert company BBDO in 2021 to launch the previous’s sustainability follow, strikes on at a time when promoting companies are more and more being scrutinised for selling main polluters. Ogilvy’s shoppers embody the likes of British oil main BP, for which it created the slogan “Past petroleum” in a controversial marketing campaign to reposition the corporate as a pacesetter in renewable power within the Nineties.
Wilson’s position at Ogilvy was centered on serving to shoppers form their sustainability priorities and options in Asia. Beforehand at BBDO, he was Asia head of technique, and had labored with manufacturers together with oil main ExxonMobil, client items big Procter & Gamble and dairy agency Fonterra.
His new firm, known as Early Majority, is concentrated on “accelerating the adoption of fine concepts, applied sciences and types,” Wilson defined in a press launch.
“My prevailing perception from the final 4 years that I’ve been concerned in sustainability is that a lot of the “answer set” will get caught in early adopter mode – the intention/motion hole,” he mentioned, pointing to ideas resembling plant-based meat, second-hand style, and recycling, which have struggled to realize scale.
“The earlier that good concepts, applied sciences and types can cross the chasm from early adopter to early majority, the faster we are going to attain optimistic tipping factors,” he mentioned.
Wilson not too long ago known as for firms in Asia to comply with stricter European guidelines which might be launched to deal with greenwashing and never “disguise behind” their very own jurisdiction’s laws that could be missing, at sustainable way of life occasion The Acutely aware Pageant in Singapore. He has additionally more and more been vocal about how promoting companies and storytellers shouldn’t be working for polluters.
