Ondřej Obluk: Marketing for a Good Cause

CEO of Ogilvy Ondřej Obluk writes in an article for Marketing & Media about marketing for a good cause as he knows it from practice. He shows that real impact does not come from one-off gestures or feel-good stories, but from long-term collaboration built on trust, continuity, and honest work.

Drawing on Ogilvy’s long-standing cooperation with Nadace Leontýnka, he reminds us that non-profit projects deserve the same approach as commercial brands: a clear brief, a well-thought-out strategy, a strong idea, and time. Marketing here is not an end in itself. It helps give the topic visibility, attract further support, and create the conditions for a project to work sustainably over the long term.