Ogilvy’s ex-APAC senior partner of sustainability launches new agency

Andy Wilson (pictured), who previously headed Ogilvy’s sustainability practice across APAC, has started his new agency, Early Majority, aiming to accelerate the adoption of good ideas, technologies and brands.

Based in Singapore, Early Majority has launched projects in healthy ageing and alternative protein spaces. It will be sector agnostic, with a primary focus on scaleups, MNCs and governments, and will operate through a system of specialist partners.

The name Early Majority is a term that derives from diffusion theory that measures how an innovation spreads through a population, according to the release. The agency aims to apply proven methods of social change, challenger marketing and infectious storytelling to turbocharge those sustainability ideas so they can scale up, achieve critical tipping points and become the new norm. 

According to Wilson, startups receive a lot of attention and support, and there is no shortage of advice to help large organisations achieve incremental growth in saturated categories. However, there is less expertise available for that critical make-or-break scale-up phase.

“There is a lot of progress in sustainability policy, technology and innovation across all sectors and regions, but the reality is that the cards remain stacked in favour of inertia.  So much of the sustainability solution set remains stuck in the early adopter phase, unable to break through and generate scale,” Wilson said.

“The conditions surrounding venture capital, private equity and corporate funding are tightening. Putting increased pressure on businesses and innovations to demonstrate market success more quickly than ever. This is the opportunity for Early Majority,” he added. 

MARKETING-INTERACTIVE has reached out to Early Majority for more information. 

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Wilson has over 25 years of experience in innovation, brand building, and strategic communications at WPP and Omnicom, with expertise in the cultural, behavioural and economic dynamics affecting social change. 

Prior to Early Majority, Wilson was senior partner, sustainability at Ogilvy Consulting Asia, which was a practice launched in December 2021 with an aim to help clients shape sustainability priorities and solutions in the region.

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