Ogilvy & Mather is creating a multinational practice to handle clients’ communications on the theme of sustainability, in a push by its new chief executive to be seen as more of a consultancy than an advertising agency.

Ogilvy Earth, with a presence in 30 Ogilvy offices round the world, will launch this week, sharing expertise from its past sustainability-themed campaigns such as Smart Planet for IBM and Beyond Petroleum for BP but also combining disciplines such as advertising, public relations and entertainment content.