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Ketchum Inc.
IndustryPublic relations and advertising
FoundedPittsburgh, Pennsylvania USA 1923
FounderGeorge Ketchum
Headquarters
New York, New York
,
USA
Key people
Rob Flaherty, Chairman and CEO
Barri Rafferty, Worldwide President
ParentOmnicom Group
Websiteketchum.com

Ketchum is a global public relations and communications firm, offering brand marketing, digital, and corporate communications services. George Ketchum founded the firm as a Pittsburgh-based advertising company in 1923. It later evolved to include a public relations practice. The firm is currently headquartered in New York City with offices and affiliates in North America, EMEA, Asia Pacific, and Latin America. Ketchum has five global practice areas: brand marketing, corporate and public affairs, healthcare, food & beverage, and technology. The agency also offers communications services focused on specific industries, including automotive, fashion and luxury, energy, travel and hospitality and financial services,[1] in addition to services focused on audience segments including Generation Z and Millennials. The agency has been owned by Omnicom Group since 1996. Ketchum merged with Düsseldorf-based Pleon in one of the industry’s largest mergers in 2009. It has been led by Chairman and CEO Rob Flaherty since 2012.

History

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The agency that would become Ketchum was founded as Ketchum and MacLeod in Pittsburgh on May 22, 1923.[2] The agency's name was changed to Ketchum, MacLeod & Grove in 1924. It was led by brothers George and Carlton Ketchum, and Norman McLeod and Robert Grove, whom the brothers met at University of Pittsburgh in the 1910s.[3] The agency's early work focused on advertising, publicity, and fundraising.[2]

In 1934 the agency established a public relations department, which was the first of its kind in the United States.[3] The department's first assignment was a campaign for Natural Gas Companies, People’s Natural Gas and other local natural gas companies.[2]

The agency received national attention in 1951 when it orchestrated a sponsorship for client Westinghouse of the first nationally televised NCAA football game.[2] As the firm's billings grew in the late 1950s, it opened offices in New York City and Washington D.C.[2] It acquired west coast-based agency Botsford Constantine & McCarty, forming Botsford-Ketchum in 1969.[4] It continued acquiring other agencies throughout the 1970s and 80s, expanding internationally in Europe and Asia.[4]

George Ketchum passed away in September 1975.[4] The agency changed its name to Ketchum Communications Inc. in 1981.[2] Its major divisions became known as Ketchum Advertising, Ketchum Public Relations, and Ketchum Directory Advertising.[4] Ketchum Public Relations moved its headquarters to New York from Pittsburgh in 1982.[5]

The agency won its first global account (with FedEx) and its first pan-European account (with Whirlpool) in 1994. In 1996, Ketchum handled the Torch relay for the Atlanta Olympics.[2]

Omnicom Group acquired Ketchum in 1996. At the time, Ketchum was the 25th-largest American agency[6]

In 1998, Ketchum merged with British consumer agency Life PR. Through the merger, the resulting agency, Ketchum Life, became a top-ten U.K. PR firm according to PRWeek.[7] Ketchum Advertising was sold and renamed in 1999. The "Ketchum" name has referred solely to the PR practice since that time.[8]

In 2001, Ketchum acquired New York-based management consulting firm Stromberg Consulting, becoming the first agency to provide full-service organizational change communications.[9]

Ketchum launched a separate firm, Emanate, in 2006 that focused on influencer marketing and community building. It was the agency's first spin-off in its history.[10] Emanate later merged with Ketchum’s Access Communications to form Access Emanate Communications in 2016.[11] Ketchum acquired clinical trial patient recruitment agency MMG in 2008.[12]

In 2009, Ketchum merged with Europe-based Pleon in one of the industry's largest mergers to date.[13] Stromberg Consulting was combined with Pleon Change & Transformation in 2010 and is now known as Ketchum Change.[14]

Other acquisitions during this time included Moscow-based Maslov PR in 2010,[15] Indian agency Sampark PR in 2011,[16] Capstrat in North Carolina in 2012,[17] and German lifestyle and social media PR agency Brandzeichen in 2013.[18] Additionally, the agency broadened its international presence by taking a majority stake in its China operations in 2011,[15] expanding Ketchum Sports & Entertainment practice into Brazil in 2012,[19] and, in 2013, merging with South Korea-based firm InComm Brodeur[20] and acquiring ICON International Communications in Singapore. [21] In the US, Ketchum partnered with luxury and lifestyle agency Harrison & Shriftman in 2011,[22] and launched Ketchum Sounds, a service focused on music marketing for brands in 2012.[23]

Rob Flaherty became CEO of Ketchum in 2012. Among the things the agency has focused on during his tenure are creativity and re-engineering its practice offerings.[24]

Major work

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Ketchum's major clients include Wendy's,[25] MasterCard,[26] Chase, IBM,[27] Ikea,[28] Philips,[29] and Pfizer.[26]

In 1985, Ketchum launched the Acura line of cars for American Honda Motor Company.[30][31]

Ketchum worked on the rebranding of Orville Redenbacher's popcorn in the 1990s to appeal to a younger demographic.[32]

The agency created the "Crash the Super Bowl" contest for Doritos in 2006 that utilized crowdsourcing by asking the general public to submit Super Bowl commercials for the company. The winning advertisement was aired during the game. The initial winning entry was included on lists of the best Super Bowl advertisements and Ketchum earned a Golden World Award from the International Public Relations Association. The contest was held annually through 2016.[33]

Ketchum was tasked in 2008 to create a campaign to rally support around Delta Air Lines during US Airways bid to takeover the airline after it had filed Chapter 11 bankruptcy. The campaign "Keep Delta My Delta" targeted lawmakers, employees, frequent flyers, and retirees and included an educational website, buttons, and a petition. US Airways dropped the bid and the campaign won a silver anvil.[34][35] In 2010, the agency created “The real Kodak moment happens when you share” for Kodak to promote the social aspect of photo taking and sharing.[36]

In 2011, Ketchum faced backlash in the press for a promotion for ConAgra, in which the agency hosted a dinner for food bloggers that was billed as serving food prepared by George Duran, but diners were served ConAgra frozen foods instead. Ketchum filmed each dinner and hoped to use footage of diners' reactions for promotional purposes. However, many bloggers felt tricked by the switch. Ketchum apologized and ConAgra offered reimbursement for any incurred expense to the attendees.[37]

In 2013, Ketchum Sports and Entertainment (KSE) partnered with the Committee to Preserve Olympic Wrestling (CPOW) to develop a campaign to support the preservation of wrestling in the Olympic program. Ketchum arranged a wrestling match at Grand Central Terminal in New York called “Rumble on the Rails” featuring wrestlers from the USA, Russia and Iran. Wrestling was reinstated in the Olympic Games in September 2013.[38]

To launch the Pretzel Bacon Cheeseburger for Wendy's in 2013, the agency created a series of videos featuring customer's positive tweets about the burger being sung as love songs by performers including Nick Lachey.[25] The campaign was named as a 2014 Shorty Award finalist.[39]

Crisis management

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Ketchum has a team of approximately 50 crisis management executives in the US.[40]

In 2011, Pennsylvania State University hired Ketchum to handle crisis communications following the Jerry Sandusky scandal in 2011.[40] Ketchum worked with Malaysia Airlines during the search for and response to missing plane MH370 in 2014.[41] The agency also provided crisis counseling to Anthem Blue Cross Blue Shield in 2015 during the largest data breach in the US insurance industry’s history.[42]

Ketchum has a suite of crisis management services that it offers clients. It launched Mobile RepProtect in 2014,[43] and University RepProtect, for higher education, Cyber RepProtect, for data security,[44] and Game Plan, for sports teams and brands, in 2015.[45]

Government work

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Ketchum has fulfilled multiple contracts for the United States government, including for the Department of Education, Department of Health & Human Services, the Internal Revenue Service, and the US Army.[46][47] In 2015 the agency worked with the Library of Congress to provide support for the National Book Festival.[48] In 2004, Ketchum was accused of "covert propaganda" for a series of news stories for HHS that used actors playing journalists reporting on drug benefits without informing viewers of the government connection. The FCC later cleared Ketchum of wrongdoing.[49] In 2005, the Ketchum received similarly critical coverage after the Education Department directed the agency to pay for coverage that praised President Bush's education policies.[50]

From 2006 to 2015 Ketchum represented the Russian Federation in the US and Europe.[51] The agency's work included support around major events such as the G20 Summit, World Economic Forum, and Sochi Olympics, media and op-ed outreach, and social and digital media outreach for ModernRussia.com and ThinkRussia.com, among others.[52][53] The relationship ended in 2015. According to The Holmes Report the assignment "attracted plenty of mainstream media scrutiny in the US, most of it negative" due to the countries' political relationship.[51]

Awards

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As of 2016, Ketchum has won more Silver Anvils from the Public Relations Society of America than any other agency.[27] Its campaigns have been awarded "Campaign of the Year" by PRWeek five times.[54] The winning campaigns include "Man Lives in IKEA" in 2009 for IKEA in which comedian Mark Malkoff lived in a New Jersey IKEA for a week;[28] "Dreyer's Beat the Blues with a Taste of Recovery" in 2010 for Dreyer's, which introduced a patriotic ice cream flavor to celebrate the brand's 80th anniversary and a video contest;[55] "Barbie: After 125 Careers, Barbie Gets Her Geek On" in 2011 for Mattel which allowed the public to choose Barbie's next career and resulted in Computer Engineer Barbie;[56] "How Does the Man of Steel Shave?" in 2014 for Gillette which was a tie-in with the film Man of Steel and sought to explain how Superman managed to shave in difficult situations;[57] and "Selfie-nomics" in 2016 for MasterCard.[26]

Ketchum was the 2002[58] and 2012[59] PRWeek Agency of the Year.

Ketchum London was named Agency of the Decade by U.K.’s CorpComms magazine in 2015.[60] Ketchum London has also been awarded "Master status" by the Great Place to Work Institute for making its "Great Place to Work" list ten years in a row.[61]

Corporate overview

[edit]

Ketchum is owned by Omnicom Group and is part of the company's Diversified Agency Services network’s Omnicom Public Relations Group. The agency's subsidiaries include Access Emanate Communications, Capstrat, Harrison & Shriftman, and MMG.[62]

Services

[edit]

Ketchum has five main practices, including brand marketing, corporate and public affairs, food & beverage, healthcare, and technology.[63] In addition, it operates practices relating to digital, clinical trial recruitment, audience segmentation, sports & entertainment, change management, and a research & analytics team with 150 employees in eight countries.[64] [65][1] It has offerings specializing in marketing to moms, women aged 25 to 54,[66] men,[67] the 50+ generation,[68] and Millennials,[67] as well as engaging with Generation Z.[69]

Ketchum conducts and releases extensive research studies.[64] Studies in 2015 included the Leadership Communication Monitor, which explored perceptions of leadership,[70] "Innovation Kernel", which detailed how innovation impacted consumer habits, "Liquid change", which focused on change fatigue among employees,[71] the "ReMovement Study" about the 50+ generation,[68] and "tranZition" about engaging with Generation Z.[69]

The "Food 2020" study released in 2016 studied the food movement and what the researchers termed food "eVangelists".[72][73]

The agency has several proprietary tools it offers clients including StoryWorks, a social and digital content creation platform.[62][63]

Locations and employees

[edit]

Ketchum's headquarters are located in New York City. The agency has more than 130 offices and affiliates in over 70 countries.[65]

Ketchum is led by Chairman and CEO Rob Flaherty. Other leadership roles include President Barri Rafferty, Chief Client Officer, Jerry Olszewski, and Chief Financial Officer Bill Visone.[1] As of 2016, Ketchum has approximately 2,500 employees.[62] In 2016, Ketchum announced the formation of a global leadership council, comprised of 20 senior leaders. The GLC replaced and significantly expanded Ketchum’s Executive Committee.[74]

Company culture

[edit]

Ketchum has several employee development programs.[75] It began two initiatives in 1984: Camp Ketchum, a week-long training for exceptional employees throughout the agency, and Ketchum College, a centralized training platform for employees.[76] Ketchum College was renamed Ketchum University in 2010.[75] Ketchum's Global Scholars program allows employees to apply to visit any Ketchum office to participate in knowledge sharing.[77] Additionally, the agency has training for all client-facing employees and offers a program called SparkTank to encourage employees to create new business ideas and services.[62]

Ketchum offers a Summer Fellows program, which is a 10-week paid internship that places recruits in all parts of the agency. Acceptance is competitive and the agency receives approximately 2,000 applications for the 15 open positions. The agency created an app called "LaunchPad" to gamify the recruitment process. Applicants are measured by their responses to challenges and by their participation with other applicants' responses.[78]

Similarly, Ketchum developed a program called MindFire for college students to respond to client challenges with creative solutions in order to earn prizes and networking opportunities.[79]

Ketchum's social responsibility programs include a focus on employee volunteerism and pro bono work with Room to Read, a children's literacy organization.[80]

References

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  1. ^ a b c "Company Overview of Ketchum Inc". Bloomberg. Retrieved 24 May 2016.
  2. ^ a b c d e f g Greg Hazley (May 22, 2013). "Ketchum Marks 90 Years". O'Dwyer's. Retrieved 24 May 2016.
  3. ^ a b Jerry Vondas (October 8, 1976). "City's 'Horatio Alger' Recalls Past". Pittsburgh Press. Retrieved 24 May 2016.
  4. ^ a b c d "Ketchum, MacLeod & Grove". Advertising Age. September 15, 2003. Retrieved 26 May 2016.
  5. ^ Philip H. Dougherty (May 21, 1985). "Ketchum Continues To Grow". The New York Times. Retrieved 24 May 2016.
  6. ^ Stuart Elliott (January 11, 1996). "Advertising;Omnicom Agrees to Buy Ketchum Communications". The New York Times. Retrieved 24 May 2016.
  7. ^ Kathy Savitt (July 12, 1999). "EUROPEAN SURVEY: United Kingdom". PRWeek. Retrieved 24 May 2016.
  8. ^ Patty Tascarella (August 9, 1999). "Ketchum ends struggle with new name, owners". Pittsburgh Business Times. Retrieved 24 May 2016.
  9. ^ Paul Holmes (April 8, 2001). "Ketchum Acquires Change Management Specialist". The Holmes Report. Retrieved 26 August 2016.
  10. ^ "Ketchum: Agency Business Report 2007". PRWeek. April 23, 2007. Retrieved 24 May 2016.
  11. ^ Arun Sudhaman (September 10, 2015). "Omnicom PR Firms Access And Emanate Merge To Create $35m Agency". The Holmes Report. Retrieved 24 May 2016.
  12. ^ "Ketchum: Agency Business Report 2008". PRWeek. April 28, 2008. Retrieved 24 May 2016.
  13. ^ Michael Bush (June 16, 2009). "Omnicom to Merge Ketchum, Pleon to Create Global Network". Advertising Age. Retrieved 24 May 2016.
  14. ^ Matt Cartmell (February 1, 2010). "Ketchum Pleon launches global change management practice". PR Week. Retrieved 26 August 2016.
  15. ^ a b Tonya Garcia (January 5, 2011). "Ketchum Takes Majority Stake in Chinese Operations". Adweek. Retrieved 24 May 2016.
  16. ^ "Omnicom Group's Ketchum acquires Sampark PR in India". Reuters. April 14, 2011. Retrieved 24 May 2016.
  17. ^ Lee Weisbecker (January 9, 2013). "New York's Ketchum to acquire Raleigh's Capstrat". Triangle Business Journal. Retrieved 24 May 2016.
  18. ^ Lindsay Stein (June 7, 2013). "Ketchum acquires German firm Brandzeichen". PRWeek. Retrieved 24 May 2016.
  19. ^ "Ketchum Expands Sports Marketing Presence To Brazil". The Holmes Report. March 31, 2012. Retrieved 24 May 2016.
  20. ^ Arun Sudhaman (September 25, 2013). "Ketchum Launches In Korea Via InComm Brodeur Merger". The Holmes Report. Retrieved 24 May 2016.
  21. ^ Racheal Lee (November 12, 2013). "Ketchum acquires Icon Singapore". Campaign Asia-Pacific. Retrieved 27 August 2016.
  22. ^ Danielle Drolet (July 22, 2011). "Ketchum forms strategic alliance with Harrison & Shriftman". PRWeek. Retrieved 24 May 2016.
  23. ^ Andrew Hampp (November 27, 2012). "Ketchum Launches Music Division, Ketchum Sounds, With Snoop Dogg, One Direction Deals". Billboard. Retrieved 24 May 2016.
  24. ^ Arun Sudhaman (May 4, 2014). "Rob Flaherty: Sketching The Future". The Holmes Report. Retrieved 24 May 2016.
  25. ^ a b Karlene Lukovitz (July 10, 2013). "Wendy's Uses Tweets In Songs; Taps Nick Lachey". MediaPost Communications. Retrieved 19 May 2016.
  26. ^ a b c Sam Burne James (April 28, 2016). "PRWeek Global Awards 2016: Winners revealed at London ceremony". PRWeek. Retrieved 19 May 2016.
  27. ^ a b Aaron Sarno (February 11, 2016). "Who are the 5 Largest PR Firms in the World?". Everything PR. Retrieved 19 May 2016.
  28. ^ a b "PRWeek Campaign of the Year 2009". PRWeek. March 6, 2009. Retrieved 19 May 2016.
  29. ^ Michael Bush (March 5, 2009). "Philips Taps New Omnicom Unit for Global PR". Advertising Age. Retrieved 19 May 2016.
  30. ^ Philip H. Dougherty (April 22, 1985). "Acura Car Account Goes to Ketchum Unit". The New York Times. Retrieved 26 May 2016.
  31. ^ Mark Rechtin (May 2, 2011). "Acura's bargain birth". Automotive News. Retrieved 26 May 2016.
  32. ^ Stuart Elliott (July 17, 1995). "Sorry, Orville, but Redenbacher's new look". The New York Times. Retrieved 26 May 2016.
  33. ^ Noel Murray (February 7, 2016). "25 Super Bowl commercials that explain Super Bowl commercials". Vox. Retrieved 26 May 2016.
  34. ^ Paul Holmes (April 21, 2009). "The Campaign to "Keep Delta My Delta"". The Holmes Report. Retrieved 24 May 2016.
  35. ^ "SAYING NO! TO US AIRWAYS' HOSTILE TAKEOVER BID: The Campaign to Keep Delta My Delta". prsa.org. Public Relations Society of America. 2008. Retrieved 24 May 2016.
  36. ^ Stuart Elliott (April 25, 2010). "Modernizing the 'Kodak Moment' as Social Sharing". The New York Times. Retrieved 26 May 2016.
  37. ^ Andrew Adam Newman (September 6, 2011). "Bloggers Don't Follow the Script, to ConAgra's Chagrin". The New York Times. Retrieved 26 May 2016.
  38. ^ Kelly Whiteside (September 8, 2013). "Wrestling had cash, charisma backing it in Olympic bid". USA Today. Retrieved 26 August 2016.
  39. ^ David Griner (March 6, 2014). "Here Are the Finalists for the Year's Best Brands on Twitter, Vine and Everywhere Else". Adweek. Retrieved 19 May 2016.
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  41. ^ Patrick Coffee (March 31, 2014). "Malaysia Airlines Turns to Ketchum in MH370 Crisis". PRNewser. Retrieved 19 May 2016.
  42. ^ Diana Bradley (February 6, 2015). "A look at Anthem's PR response following the data breach". SC Magazine. Retrieved 19 May 2016.
  43. ^ Steve Perlberg (May 13, 2014). "Crisis Management — There's An App For That". The Wall Street Journal. Retrieved 19 May 2016.
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  45. ^ Diana Bradley (June 16, 2015). "Ketchum tackles sports crises head-on with new specialty". PRWeek. Retrieved 19 May 2016.
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  49. ^ Christopher Lee (October 10, 2016). "Medicare Drug Benefit Outlined in Campaign". The Washington Post. Retrieved 24 May 2016.
  50. ^ Greg Toppo (January 7, 2005). "Education Dept. paid commentator to promote law". USA Today. Retrieved 24 May 2016.
  51. ^ a b Arun Sudhaman (March 13, 2015). "The Unravelling Of Ketchum's Russia Relationship". The Holmes Report. Retrieved 24 May 2016.
  52. ^ Dennis Lynch (March 11, 2015). "Russia, Ketchum End Controversial Nine-Year Public Relations Partnership". International Business Times. Retrieved 24 May 2016.
  53. ^ Mikhail Volkov (June 19, 2013). "Ketchum launches thinkRUSSIA platform on sidelines of St. Petersburg Economic Forum". Russia Beyond the Headlines. Retrieved 24 May 2016.
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  56. ^ "PRWeek Campaign of the Year 2011". PRWeek. March 11, 2011. Retrieved 24 May 2016.
  57. ^ "Ketchum and P&G win campaign of the year for Gillette effort starring Superman". PRWeek. March 20, 2014. Retrieved 24 May 2016.
  58. ^ "PR Agency of the Year 2002". PRWeek. March 7, 2012. Retrieved 24 May 2016.
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  60. ^ "Agency of the Decade - Gold". CorpComms. 2015. Retrieved 24 May 2016.
  61. ^ "The 100 best workplaces and employers in the UK". Consultancy. May 9, 2016. Retrieved 24 May 2016.
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  65. ^ a b "Ketchum Inc. Company Information". Hoover's. Retrieved 24 May 2016.
  66. ^ Paul Holmes (December 6, 2004). "Ketchum Launches Practice Focused on Women 25-54". The Holmes Report. Retrieved 24 May 2016.
  67. ^ a b Michelle Dipardo (December 6, 2004). "Not All Millennials Are Created Equal". Marketing Magazine. Retrieved 24 May 2016.
  68. ^ a b Andrea King Collier (July 29, 2015). "The Kids Have Left, So Why Haven't Our Steep Grocery Bills?". Forbes. Retrieved 24 May 2016.
  69. ^ a b Jennifer E. O'Brien (August 20, 2015). "Here's the deal with Generation Z". Times Union. Retrieved 24 May 2016.
  70. ^ Katherine Dill (May 20, 2014). "The End Of 'Macho'? Survey Identifies 'Feminine' Leadership Communication As The Way Of The Future". Forbes. Retrieved 24 May 2016.
  71. ^ Alexia Elejalde-Ruiz (September 14, 2015). "Top bosses blind to employees' change fatigue, report says". The Chicago Tribune. Retrieved 24 May 2016.
  72. ^ Willy Blackmore (January 18, 2016). "The Rise of the Food eVangelist". TakePart. Retrieved 24 May 2016.
  73. ^ Tamar Haspel (January 25, 2016). "The surprising truth about the 'food movement'". The Washington Post. Retrieved 24 May 2016.
  74. ^ Arun Sudhaman (June 16, 2016). "Ketchum Revamps Leadership With New Global Council". The Holmes Report. Retrieved 26 August 2016.
  75. ^ a b "2011 Top Places to Work in PR – Ketchum". PR News. November 30, 2011. Retrieved 24 May 2016.
  76. ^ Ray Marano (July 22, 2002). "My, how times have changed". Smart Business. Retrieved 24 May 2016.
  77. ^ Mark Renfree (September 16, 2014). "Top Places to Work in PR 2014: Ketchum". PRNews. Retrieved 24 May 2016.
  78. ^ Lydia Dishman (February 29, 2016). "You Might Apply For Your Next Job By Playing A Mobile Game". FastCompany. Retrieved 24 May 2016.
  79. ^ Adrienne Frank (February 27, 2012). "Ketchum's Mindfire a Sure Fire Hit for SOC Students". American Today. Retrieved 24 May 2016.
  80. ^ Brittaney Kiefer (November 19, 2012). "Ketchum appoints Ferriot first KSR director". PRWeek. Retrieved 24 May 2016.
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Category:Public relations companies of the United States Category:Companies based in New York City Category:Public relations companies

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