The rise of LGBT acceptance in many parts of the world over the past decade has created opportunities for marketers looking to target this previously underground market. Yet the rush to reach lesbian, gay, bisexual and transgender consumers is hindered by a dearth of market research and case studies necessary to foster inroads with queer audiences.
Enter Ogilvy Pride. A division of Ogilvy & Mather, Ogilvy Pride launched last year to help brands understand and tap into LGBT consumers. The division is led by Sam Pierce, a former global business partner for Ogilvy & Mather Advertising, who assumed leadership of Ogilvy Pride earlier this year. Marketing News spoke to Pierce about how LGBT marketing varies by country and what brands need to appeal to LGBT advocates and allies.
Q: You’ve been in advertising a long time. How has LGBT marketing and advertising changed over your career?
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Zach Brooke is a former AMA staff writer turned freelance journalist. His work has been featured in Chicago magazine, Milwaukee Magazine, A.V. Club and VICE, among others. Follow him on Twitter @Zach_Brooke.