- The Washington Times - Sunday, May 16, 2004

Tom Beall is heading up a new social marketing practice at the Washington office of global communications firm Ogilvy Public Relations Worldwide.

Mr. Beall, 55, is a 16-year veteran with the New York company and has spent most of his career creating campaigns on public-health issues such as AIDS, heart disease and osteoporosis.

He served as chief talent officer before taking the position as managing director for the social marketing practice.

“I jumped at the chance to work in social marketing, because, really, it was a way of returning to my career roots,” Mr. Beall said.

Mr. Beall served as co-head of Ogilvy’s health and medical practice before his corporate stint, working on campaigns such as “Heart Truth,” a three-year, $3.08 million contract from the National Institutes of Health’s National Heart, Lung and Blood Institute.

“Heart Truth,” which also includes the “Red Dress” campaign highlighted by several celebrities and first lady Laura Bush, is a public-health campaign on heart disease in women that has won several industry awards.

Mr. Beall said he hopes to expand the practice to take on broader public health and safety messages such as transportation, homeland security and the environment. The bulk of the practice’s clients will be government agencies such as the Centers for Disease Control and Prevention.

Mr. Beall said his first project at Ogilvy when he joined in 1987 was managing the “America Responds to AIDS” campaign for the agency.

Before Ogilvy, Mr. Beall worked with the National Council on the Aging, a D.C. nonprofit organization that promotes health and independence for senior citizens.

Ogilvy Chief Executive Officer Marcia Silverman said she promoted Mr. Beall because he had the background in medical and health campaigns and passion to lead the practice.

“He really was a natural choice,” she said.

Mr. Beall will have about 50 employees, working with other offices in Los Angeles, Sacramento, Calif., and Atlanta.

“We hope to expand this practice globally,” he said, adding the company’s Asian offices are interested in doing health campaigns for diseases such as HIV/AIDS.

Mr. Beall said his biggest challenge will be taking on more projects to expand the practice, while retaining high standards on the work.

“But that’s a challenge that I like,” he said.

Mr. Beall lives in Kensington.

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