Freya Williams

Williams is Co-Founder and Global Head of Strategy of OgilvyEarth, Ogilvy and Mather's global sustainability practice. In 2007, after 10 years with Ogilvy New York, she saw an opportunity to create a practice dedicated to helping some of the world's biggest corporations become leaders in sustainability and sustainable branding. Today that practice has grown into a global network with outposts in over twenty countries helping organizations like Coca-Cola, Unilever, Siemens, DuPont and Kraft identify harness the opportunity in sustainability to benefit their businesses and the world. A strategic planner by trade, Williams leads strategy for OgilvyEarth's client engagements. Her approach is grounded in a point of view that brands and marketing have the power to change the world and will be a critical component of what it will take to achieve a sustainable society. She is the strategic mind behind brand initiatives and campaigns including Coca Cola's PlantBottle, Hellmann's switch to free range eggs and the award-winning Hopenhagen campaign in support of the UN at COP15 (which recruited 6 million supporters, 70% of whom had never joined a climate movement before). Her mission is to move sustainable behaviors into the mainstream. Williams is the author of thought leadership pieces including OgilvyEarth's Greenwash to Great: a Guide to Great Green Marketing Without the Greenwash and 2009: A Pivotal Year. She speaks regularly on brands and sustainability at conferences including Opportunity Green and Columbia's Responsible Business Summit. During her career Williams has had the opportunity to work with some of the world's biggest brands including Dove, Kimberley Clark, American Express, Goldman Sachs and Thomson Reuters. She is an occasional contributor to magazines including Glamour and Cosmopolitan.

Program Session
Mainstream Greening Your Brand
Incorporating sustainability into your brand story is fundamental to success in today's marketplace. But getting sustainability marketing right has proven tough, especially when it comes to converting sustainability into a purchase driver with the mainstream consumer. OgilvyEarth's groundbreaking study Mainstream Green: Moving Sustainability from Niche to Normal uncovered fresh insight into the barriers and drivers of motivating the mainstream consumer to act on their intenttions when it comes to shopping and living more sustainably. In this hands-on workshop, OgilvyEarth will help you work through live marketing problems in real time, showing you how the Mainstream Green insights can help you unlock opportunity for your business and your brand.