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Ogilvy & Mather's decision in June to launch a dedicated LGBT practice, Ogilvy Pride, signals that agencies and advertisers are stepping up efforts to more effectively reach a community whose global spending power is estimated at $3.7 trillion—and as high as $885 billion in the U.S. alone.
"The sheer number of brands willing to 'go rainbow' in the wake of same-sex marriage rulings is a growing trend," said Andrew Barratt, head of Ogilvy Pride, which is based in London.