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Ketchum Inc.
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Ketchum Inc.
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Ketchum Inc. is a global public relations firm, offering marketing, branding, and corporate communications services in the corporate, healthcare, food and beverage, and technology industries.[1] 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 headquartered in New York City, with auxiliary offices and affiliates in North America, EMEA, Asia Pacific, and Latin America.[2] The agency has been owned by Omnicom Group since 1996.[3] Ketchum merged with Düsseldorf-based Pleon in one of the industry's largest mergers in 2009.[4] It has been led by President and CEO Mike Doyle since 2020.

Key Information

History

[edit]

The agency that would become Ketchum was founded as Ketchum and MacLeod in Pittsburgh on May 22, 1923.[5] 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.[6] The agency's early work focused on advertising, publicity, and fundraising.[5]

In 1934 the agency established a public relations department. The department's first assignment was a campaign for Natural Gas Companies, People's Natural Gas, and other local natural gas companies.[5] The agency received national attention in 1951 when it orchestrated a sponsorship for client Westinghouse of the first nationally televised NCAA football game.[5] As the firm's billings grew in the late 1950s, it opened offices in New York City and Washington, D.C.[5] It acquired west coast-based agency Botsford Constantine & McCarty, forming Botsford-Ketchum in 1969.[7]

George Ketchum died in September 1975.[7] The agency changed its name to Ketchum Communications Inc. in 1981.[5] Its major divisions became known as Ketchum Advertising, Ketchum Public Relations, and Ketchum Directory Advertising.[7] Ketchum Public Relations moved its headquarters to New York from Pittsburgh in 1982.[8]

The agency won its first global account (with FedEx) and its first pan-European account (with Whirlpool) in 1994.[citation needed] In 1996, Ketchum handled the Torch relay for the Atlanta Olympics.[5]

In 2016, Ketchum created "Cultivate", a new branch to help companies and organizations in organic food markets.[9]

In November 2017, Ketchum announced that then Partner and President Barri Rafferty would assume the role of president and chief executive officer, effective January 1, 2018. Rafferty is the first woman to lead a top five global public relations firm.[10]

Mergers and acquisitions

[edit]

Omnicom Group acquired Ketchum in 1996.[11][12] At the time, Ketchum was the 25th-largest American agency.[11] In 1998, Ketchum merged with British consumer agency Life PR.[13] Ketchum sold Ketchum Advertising in 1999; the "Ketchum" name has referred solely to the PR practice since that time.[14]

In the 2000s, Ketchum acquired several firms and opened others, including the acquisition of New York management consulting firm Stromberg Consulting in 2001,[15] the launching of influencer marketing and community building firm Emanate in 2006,[16] and the acquisitions of clinical trial patient recruitment agency MMG in 2008,[17] Moscow-based Maslov PR in 2010,[18] Indian agency Sampark PR in 2011,[19] Capstrat in North Carolina in 2012,[20] and German lifestyle and social media PR agency Brandzeichen in 2013.[21] Ketchum took a majority stake in Newscan's China operations in 2011,[18] expanded Ketchum Sports & Entertainment practice into Brazil in 2012,[22] and acquired ICON International Communications in Singapore in 2013.[23] In the US, Ketchum partnered with luxury and lifestyle agency Harrison & Shriftman in 2011,[24] and launched music marketing service Ketchum Sounds in 2012.[25]

In 2009, Ketchum merged with Europe-based Pleon in one of the industry's largest mergers.[26][27] Ketchum merged with South Korea-based firm InComm Brodeur in 2013.[28][29]

Major work

[edit]

Ketchum's major clients include MasterCard,[30] Chase, IBM,[31] IKEA,[32] Philips,[33] and Pfizer.[30]

In 1985, Ketchum launched the Acura line of cars for American Honda Motor Company.[34][35] Ketchum also worked on the rebranding of Orville Redenbacher's popcorn in the 1990s to appeal to a younger demographic,[36] developed Doritos' 2006 crowdsourced "Crash the Super Bowl" contest, which won a Golden World Award from the International Public Relations Association,[37] and created a campaign for Delta Air Lines during US Airways' 2008 bid to take over the airline after it had filed Chapter 11 bankruptcy. US Airways later dropped the bid and the campaign won a Silver Anvil.[38][39] The agency has also worked with Kodak in 2010,[40] the Committee to Preserve Olympic Wrestling (CPOW)'s campaign to keep wrestling in the Olympic program,[41] and Wendy's on the launch of the Pretzel Bacon Cheeseburger in 2013, for which they were nominated as a 2014 Shorty Award finalist.[42]

In 2011, Ketchum faced backlash 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.[43]

Crisis management

[edit]

Ketchum has a team of approximately 50 crisis management executives in the US[44] and offers a suite of related services, including Mobile RepProtect,[45] University RepProtect for higher education, Cyber RepProtect for data security,[46] and Game Plan for sports teams and brands.[47]

In 2011, Pennsylvania State University hired Ketchum to handle crisis communications following the Jerry Sandusky scandal in 2011.[44] Ketchum worked with Malaysia Airlines during the search for and response to missing plane MH370 in 2014.[48] 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.[49]

American government work

[edit]

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.[50][51] In 2015 the agency worked with the Library of Congress to provide support for the National Book Festival.[52] 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, for which it was found to be in violation of a federal propaganda ban by the Government Accountability Office.[53] In 2005, the Ketchum received similarly critical coverage after the Education Department directed the agency to pay for coverage that praised President Bush's No Child Left Behind Act.[54] The final investigation by the FCC did not find Ketchum to be at fault, but it did issue a citation for Armstrong Williams, who was paid by Ketchum to promote the NCLB Act, and fined two broadcasting companies.[55]

Russian government work

[edit]

In 2006, Dmitry Peskov, Vladimir Putin's press attaché, hired Ketchum to work on the 32nd G8 summit held in Saint Petersburg, to improve Russia's reputation in the West after its state-controlled energy company Gazprom cut off natural gas supplies to Ukraine.[56]

From 2006 to 2015, Ketchum represented the Russian Federation in the US and Europe[57] for events including the G20 Summit, World Economic Forum, and 2014 Sochi Olympics, media and op-ed outreach.[58][59] In 2013, Ketchum pitched an op-ed from Russian president Vladimir Putin on the Syrian Civil War to The New York Times.[60] 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.[57] In January 2015, Politico magazine reported that Ketchum had received more than $60 million from the Kremlin for their work from 2006 to 2014.[56] The contract between the Russian and Ketchum ended in March 2015.[61]

Awards

[edit]

In 1985 Ketchum New York was a finalist in the Caples direct marketing awards for their pro bono work assisting Central Park and the Central Park Conservancy. As of 2016, Ketchum has won more Silver Anvils from the Public Relations Society of America than any other agency.[31] Its campaigns have been awarded "Campaign of the Year" by PRWeek five times,[62] and Ketchum was the 2002[63] and 2012[64] PRWeek Agency of the Year. Ketchum London was named Agency of the Decade by U.K.’s CorpComms magazine in 2015.[65]

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 Brand Communications, Emanate, and Capstrat.[66]

Locations and employees

[edit]

Ketchum's headquarters are located in New York City.[67] The agency has more than 130 offices and affiliates in over 70 countries.[68]

Ketchum is led by President and CEO Mike Doyle. Other leadership roles include President of North America, Tamara Norman, and Global Chief Financial & Operating Officer Alan Banner.[69] As of 2016, Ketchum has approximately 2,500 employees.[66] In 2016, Ketchum announced the formation of a global leadership council comprising 20 senior leaders. The GLC replaced and significantly expanded Ketchum's Executive Committee.[70]

Company culture

[edit]

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.[71]

References

[edit]
[edit]
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Ketchum Inc.

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Ketchum Inc. is a global and communications firm specializing in brand marketing, corporate communications, healthcare, and , and technology sectors. Founded in 1923 in , , by George Ketchum as an that evolved into , the company operates as a subsidiary of with over 100 offices across nearly 70 countries. The firm has grown through acquisitions and international expansion, including purchases of agencies in the U.S. and during the late , establishing it as one of the largest PR consultancies worldwide with annual revenues exceeding $850 million. Ketchum has earned recognition for creative campaigns, securing 76 Lions awards and multiple PRWeek Campaign of the Year honors. However, Ketchum has faced controversies over its government contracts, including producing video news releases for the U.S. Department of Education in 2004 that were aired as objective reporting on local stations, and a 2005 arrangement paying columnist $240,000 to advocate for policies without disclosing the funding. These incidents prompted congressional investigations into undisclosed paid , highlighting ethical concerns in the firm's practices of blending promotional content with . Additional conflicts arose from simultaneous representation of opposing clients, such as and Beef Products Inc. during the 2012 "pink slime" dispute.

Historical Development

Founding and Early Operations

Ketchum Publicity, Inc., the predecessor to Ketchum Inc., was established in 1919 in Pittsburgh, Pennsylvania, by George Ketchum, who had prior experience in in and service in the U.S. Air Force during . The firm initially focused on professional , securing its first major project with the Jewish War Relief Fund, and operated from a rented office with a single stenographer hired in September 1919. In 1920, Ketchum expanded into by acquiring the F. A. Ensign Company for $6,000, broadening its services beyond philanthropy to include promotional work for local clients such as the Colonial Trust Company and Union National Bank by 1922. On May 22, 1923— a date later recognized by the firm as its official founding—Ketchum restructured, splitting operations into Ketchum, Inc., dedicated to , and the Ketchum and , marking the integration of , , and services. Early public relations efforts centered on regional industries, including campaigns for companies like People's Natural Gas. In 1924, the advertising arm was renamed Ketchum, & Grove, Inc., following the addition of partner Robert Grove, which solidified its structure as a multifaceted communications agency. By 1927, Ketchum pioneered media placements by introducing radio advertising for clients such as the Haller Baking Company, adapting to amid the growing advertising sector. The onset of the in the early strained operations, prompting salary reductions and unpaid periods for executives in 1934, yet the firm diversified into and sectors, achieving billings over $1 million by 1937 through industrial advertising focus. George Ketchum served as president of the division until 1944, during which it grew to become the largest such organization in the United States.

Mid-20th Century Expansion

During , Ketchum expanded its workforce to 57 employees by 1943 amid preparations for wartime demands, with billings rising 26% in 1944. By 1946, the firm had become Pittsburgh's largest agency, achieving $3.9 million in annual billings, employing over 100 people, and ranking 19th nationally in advertising space in business publications. In 1948, it established a dedicated radio and television department to capitalize on emerging broadcast media. The 1950s marked accelerated growth, driven by key client engagements. In 1951, Ketchum sponsored the first nationwide telecast of an NCAA football game for Westinghouse, resulting in a 43% revenue increase. By 1952, coverage of political conventions and elections for Westinghouse pushed monthly billings above $1 million, prompting the opening of a New York office to serve national clients. In 1958, the firm acquired a -based agency and opened additional offices in , Harrisburg, Columbus, and Richmond, broadening its regional footprint; by the late 1950s, consumer products accounted for 60% of its workload. Into the 1960s, Ketchum continued territorial expansion with a 1960 Houston office to support Gulf Oil operations and relocation of its Pittsburgh headquarters to larger facilities. The firm launched a Yellow Pages advertising division in 1964, diversifying revenue streams. By 1969, acquisition of Botsford, Constantine & McCarty added West Coast presence and initial international capabilities in England and Japan.

Late 20th Century Globalization

In the late and early , Ketchum began its international expansion through strategic acquisitions to establish a foothold in and . In 1969, the firm acquired Botsford, Constantine & McCarty, Inc., an with existing operations in and , laying the groundwork for overseas presence. This was followed in May 1970 by the purchase of David Williams and Partners, a London-based agency, marking Ketchum's formal entry into the European market. By 1972, Ketchum had acquired a Belgian —though it was later divested—and pursued mergers to strengthen its position in . The late 1970s saw further globalization efforts, with expansion into via offices in (bolstered by the Botsford acquisition) and . In , Ketchum formed KM&G International, Inc., as a decentralized arm to manage its growing network of 20 offices worldwide, reflecting a shift toward coordinated global operations. By the end of the decade, the firm had forged alliances with agencies in 38 countries, enabling broader international service delivery without full ownership in each market. During the 1980s, Ketchum's continued through domestic acquisitions that indirectly supported global capabilities, such as the 1987 purchases of Hicks & Greist in New York and Mandabach & Simms in , which enhanced expertise in sectors with international clients. Additional buys, including DiFranza Williamson for in 1988 and Botto, Rossner, Horne & Messinger for healthcare communications, diversified offerings applicable to multinational accounts. By the , Ketchum had solidified its global structure, with revenues surpassing $1 billion in 1990 and operations reorganized into five worldwide divisions. In 1992, the firm relocated its primary operations to New York while retaining headquarters, streamlining coordination for international campaigns. The 1996 acquisition by further accelerated globalization by integrating Ketchum into a larger network of agencies spanning multiple continents.

Corporate Profile

Ownership and Leadership

Ketchum Inc. has been a wholly owned subsidiary of Inc., a multinational , , and corporate communications headquartered in , since its acquisition on January 11, 1996, for an undisclosed sum. As part of Omnicom's Diversified Agency Services division, Ketchum operates within the Omnicom Public Relations Group (OPRG), which encompasses other firms such as and Porter Novelli, enabling shared resources and integrated services across the network. reported total revenues of $15.69 billion in , with its PR and communications agencies contributing significantly to diversified income streams. Leadership at Ketchum has seen recent transitions amid a search for a new global chief executive. Mike Doyle served as president and CEO from April 2020 until his departure on July 31, 2025, after a 30-year tenure that included roles in client services and operations. During his leadership, Doyle oversaw expansions in digital communications and global client portfolios, reporting to OPRG CEO Chris Foster. In the interim, Tamara Norman has led U.S. operations as CEO since her appointment on September 5, 2024, drawing on over 30 years of experience in corporate reputation and agency management previously at Ketchum and . Jo-ann Robertson held the role of president of global markets from May 2022 until her announced exit in September 2025, after which she transitioned to BPI Group; her responsibilities included oversight of international units in , , and . Current senior executives, including global CFO Bill Visone and various regional presidents, continue to report upward to Foster at OPRG, ensuring continuity during the CEO search initiated in July 2025.

Global Operations and Workforce

Ketchum operates a global network spanning more than 70 countries across six continents, with teams and resources in regions including , , , , , and . The firm maintains over 100 offices and affiliates worldwide, enabling localized execution of communications strategies while leveraging centralized expertise. Headquartered in , Ketchum's structure supports integrated services across borders, with dedicated operations in key markets such as for European policy communications, for Canadian initiatives, and for Asia-Pacific engagements. The company's workforce consists of approximately 2,500 professionals specializing in , marketing, and consulting. In 2023, Ketchum experienced a 25% staff turnover rate amid industry challenges, while recruiting over 200 new hires to bolster capabilities in areas like and digital strategy. This global team composition reflects a focus on assembling multidisciplinary talent for client needs, with employees distributed across its international footprint to address regional cultural and regulatory variances.

Organizational Culture and Internal Practices

Ketchum maintains a collaborative and relatively flat , where employee attitude and aptitude are emphasized over formal titles, fostering a that prioritizes and adaptability in a fast-paced environment. The firm promotes continuous learning through structured practices, including data-driven and synthesis of team expertise to support strategic decision-making across its global offices. Creativity is integrated into daily operations, with initiatives providing employees tools and opportunities to explore innovative ideas, positioning it as a core element of business transformation efforts. Internal practices emphasize employee development and a "people first" philosophy, as articulated by company leadership, which aims to value individuals beyond their professional roles to inspire high performance. In diversity and inclusion efforts, Ketchum established a global Diversity, Equity & Inclusion Advisory Board in August 2018, tasked with addressing related issues and reporting directly to senior leadership. The firm earned a 100% score on the Human Rights Campaign's Corporate Equality Index in its 2016-2017 social responsibility report, reflecting policies and benefits supportive of LGBTQ+ inclusion at that time. Ketchum's UK operations received the Diversity and Inclusion Company of the Year award from industry bodies, citing integrated practices that extend inclusivity into team operations and client work. Employee-reported data reveals mixed experiences with these practices. On Glassdoor, where Ketchum holds an overall rating of 3.0 out of 5 as of recent aggregates, 50% of reviewers recommend the firm, praising supportive , flexibility, and cooperative culture, but critiquing inconsistent leadership, , long hours typical of PR agencies, and compensation perceived as low relative to workload and industry peers. Comparably scores the work environment at 4.1 out of 5 based on 490 ratings as of January 2025, with strengths in overall atmosphere but noted deficiencies in employee net promoter scores and happiness metrics, indicating potential gaps between stated values and day-to-day implementation. These reviews, drawn from self-selecting employee submissions, highlight a culture strong in collaboration but challenged by agency-standard demands on work-life balance.

Services and Capabilities

Core Public Relations and Communications

Ketchum's core public relations services emphasize earned media as the foundational element, integrating it with strategic storytelling to drive brand relevance and audience engagement across platforms. This approach combines traditional media relations with influencer partnerships, leveraging insights from consumer and B2B audiences to secure coverage that builds credibility and visibility. The firm prioritizes authenticity in communications, using data-driven listening across social, video, and emerging channels to inform narratives that resonate beyond one-off campaigns. In corporate communications, Ketchum offers executive visibility programs, thought leadership development, and issues management to align organizational messaging with stakeholder expectations. These services include crafting integrated strategies that support through consistent, human-centered content rather than solely reactive tactics. Public affairs elements, such as policy advocacy and research analytics, further enhance communications by grounding efforts in empirical . The consultancy's PR framework evolved from its origins as a dedicated agency, now incorporating multidisciplinary teams—encompassing strategists, data specialists, and creatives—to deliver counsel that addresses modern challenges like rapid scandal dissemination. This structure ensures accountability via regular data reviews and agile adjustments, positioning PR as a proactive driver of outcomes rather than a support function.

Marketing, Branding, and Digital Innovations

Ketchum provides integrated marketing services encompassing content creation, optimization, and C-Suite Impact Solutions designed to generate leads and measure business outcomes through analysis of media channel consumption. Its branding efforts include corporate communications and brand launches, exemplified by a 2023 refresh aligning with the motto "Progress at Work" to reflect forward-thinking evolution on the firm's centennial. These services support clients across industries by delivering analytics-driven strategies that enhance reputation and drive measurable results. In digital innovations, Ketchum developed omniearnedID, an analytics platform enabling custom B2B audience targeting and LinkedIn content performance measurement by job title. Ketchum Analytics, which earned the AMEC 2020 Platinum Award for effective media intelligence, supports influencer campaign design and brand reputation assessment. The firm launched Emanate, a dedicated influencer marketing division in March 2024, to facilitate hyper-local to global activations with creators and branded content, building on 2022 senior hires to expand this specialty. Ketchum's digital strategies emphasize activation and real-time analytics, as outlined in its 2021 Trends Report, which highlighted influencers' role in driving and the need for monitoring to counter and optimize campaigns. Notable applications include a 2017 Wendy's "Twitter Beef" response that amplified brand engagement into widespread media coverage. For Wonderful Pistachios, an integrated campaign yielded 473 media exposures and 1.3 billion impressions across traditional and . Ketchum Digital further innovates by fostering real-time consumer conversations across channels, informed by data to achieve engagement goals. Ketchum publishes thought leadership on artificial intelligence and generative AI, including how public relations influences AI search results via Generative Engine Optimisation (GEO). It addresses generative AI's enhancement of human creativity without replacement, ethical concerns surrounding AI influencers as brand ambassadors, and 2024 communications trends on AI's effects on SEO, misinformation, and narrative control. Alfie Roberts, the firm's AI and advanced analytics lead, contributes to these topics. Ketchum offers no proprietary AI tools or products.

Specialized Consulting Areas

Ketchum Inc. delivers specialized consulting services across targeted industries, integrating communications expertise with strategic business solutions to address sector-specific challenges and drive measurable outcomes. These areas extend beyond general public relations, incorporating tailored advisory roles in regulatory navigation, , and innovation support. In the health sector, Ketchum applies foresight-driven strategies to support clients in pharmaceuticals, medical devices, and healthcare services, focusing on evidence-based communications amid evolving regulations and public scrutiny. The firm also specializes in food, agriculture, and ingredients, offering consulting on transparency, sustainability messaging, and consumer trust-building for and food manufacturers. For technology clients, services emphasize advisory, cybersecurity , and to navigate rapid market shifts and competitive landscapes. In energy and industry, Ketchum provides expertise in managing transitions to renewable sources, communications, and community relations for projects. Financial and professional services consulting includes risk advisory through integrated communications, client acquisition strategies, and brand positioning in volatile economic environments. The firm extends specialized support to consumer packaged goods (CPG), aiding product launches, retail partnerships, and via data-informed campaigns. Additional niche areas encompass public sector and advisory, where Ketchum assists with influence, engagement, and organizational impact enhancement. In transportation, travel, leisure, and hospitality, and retail, consulting focuses on operational resilience, optimization, and adaptive amid disruptions like issues or economic fluctuations. Ketchum further differentiates through dedicated units like Emanate, which specializes in influence consulting, connecting brands with creators, celebrities, and entertainment partners for authentic audience engagement. This approach underscores the firm's evolution into a consultancy model, emphasizing empathy-led intelligence and cross-disciplinary problem-solving.

Major Client Engagements

Private Sector Campaigns

Ketchum has managed extensive and campaigns for clients, spanning consumer goods, , automotive, and retail industries, often integrating digital, influencer, and strategies to drive and sales. In the consumer packaged goods sector, which represented a primary focus alongside and retail, Ketchum's efforts emphasized innovative and measurable outcomes like media impressions and consumer engagement. A prominent example is the integrated PR campaign for Wonderful Pistachios, featuring playful messaging with anthropomorphic nuts to promote snacking habits, which generated 473 media exposures and 1.3 billion impressions across traditional and social channels. Similarly, Ketchum's collaboration with in earned the PRWeek Campaign of the Year Award through targeted consumer activation tactics that boosted product visibility and interaction. In the grooming sector, Ketchum partnered with on a campaign starring , leveraging celebrity endorsement and narrative-driven ads to reposition the brand, securing PRWeek's Campaign of the Year recognition for its cultural impact and sales uplift. For , the 2018 True Name campaign streamlined identity verification in payments, combining tech integration with public advocacy to enhance user trust and earning accolades for branding . Technology and appliance clients have also benefited from Ketchum's specialized approaches, such as the Chore Club influencer program for , which highlighted smart home efficiencies through authentic creator partnerships to engage households on daily innovations. Philips engaged Ketchum for the Smart City 2030 initiative, simulating urban futures to promote sustainable tech solutions and foster stakeholder buy-in. These campaigns underscore Ketchum's emphasis on data-driven creativity, with outcomes frequently validated by industry awards and metrics like impression volume and engagement rates.

Government and Public Sector Work

Ketchum offers communications consulting to public sector clients, including government agencies, emphasizing strategic planning, messaging, and outreach to achieve policy objectives and public engagement. The firm has maintained longstanding engagements with U.S. federal agencies, particularly the Department of Health and Human Services (HHS), delivering campaigns focused on health education, technology adoption, and program promotion. In 2010, HHS contracted Ketchum for a $25.8 million two-year initiative to encourage electronic medical records implementation and enhance data security under the Health Information Technology for Economic and Clinical Health (HITECH) Act. That August, the Centers for Medicare & Medicaid Services (CMS) awarded an additional $3.9 million contract to Ketchum for outreach promoting electronic health records participation among Medicare and Medicaid providers. Subsequent HHS task orders have sustained this focus on communications execution. A 2019 contract directed Ketchum to plan, develop, execute, and monitor activities for CMS, including public messaging on Medicare services. In 2024, another HHS award extended similar support under the CMS vehicle. Overall, Ketchum has secured more than $150 million in federal contracts since 2019 for , outreach, and education services across agencies. Ketchum also holds a $36 million Federal Supply Schedule agreement with the General Services Administration (GSA), enabling provision of marketing and communications services to multiple federal entities through the National Education Campaign and Outreach (NEC) framework. These contracts typically involve comprehensive strategies encompassing , , and performance monitoring to advance agency goals.

Crisis Management and Reputation Defense

Ketchum offers services emphasizing proactive , development of tailored response plans, comprehensive media training, and strategic counsel to mitigate impacts across industries such as , , and healthcare. The firm helps clients identify vulnerabilities early and coordinate cross-functional teams for real-time communication during events. To bolster capabilities, Ketchum formed a with Kenyon International Emergency Services in 2011, enhancing preparation for disaster-related crises through integrated planning and response expertise. In reputation defense, Ketchum focuses on issues management by mapping stakeholder perceptions to organizational objectives, enabling data-driven adjustments to maintain trust amid controversies. The firm earned the Diamond Award in 2019 for superior achievement in , recognizing excellence in protecting client equities during high-stakes scenarios. A notable example is Ketchum's work with University Hospital Carl Gustav Carus during the , where the firm produced over 1,000 communications materials in one year to coordinate responses for patients, staff, the public, and policymakers. Strategies included real-time content adaptation for earned and , resulting in a 100% increase in media presence, 500% organic growth on , leadership in for 35 regional hospitals, and securing €20 million in funding; the materials were subsequently archived by the City Archives for historical significance. Ketchum has also supported reputation defense in regulatory and disputes, including 2013 engagements with (later acquired by ) to counter criticisms of like Roundup amid lawsuits alleging carcinogenicity. These efforts involved PR tactics to promote scientific perspectives on the product's safety, though they drew scrutiny from advocacy groups like U.S. for prioritizing industry narratives over emerging litigation risks. Such work underscores Ketchum's role in defending clients against activist-driven narratives, often leveraging third-party alliances and media outreach.

Achievements and Industry Recognition

Key Awards and Accolades

Ketchum has amassed over 100 awards for creative excellence in and communications campaigns. The firm secured six PRWeek Campaign of the Year Awards, recognizing standout client work across various sectors. In 2022, Ketchum won four PRWeek Awards, outperforming all other agencies in the tally. At the 2023 Awards, Ketchum was named Large Agency of the Year, highlighting its superior performance in strategic communications. Ketchum Analytics earned the AMEC Platinum Award in 2020 for the most effective media intelligence, research, and insights. In the 2022 AMEC Awards, the firm collected 11 honors, comprising three golds, four silvers, three bronzes, and the Young Professional of the Year. Ketchum was designated Global Creative Agency of the Year by The Holmes Report (now PRovoke Media), affirming its leadership in innovative PR practices. In the 2025 PRWeek Awards, Ketchum claimed the Best in category for its Global Brand Communications campaign "Doritos Silent."

Impact on Client Outcomes

Ketchum's strategies have yielded measurable enhancements in client brand perception, market positioning, and engagement metrics across various campaigns. By integrating data-driven analytics and targeted communications, the firm has helped clients achieve tangible returns, such as increased and media amplification, often validated through third-party evaluations like Interbrand rankings or sales data. These outcomes underscore Ketchum's focus on linking PR efforts to business objectives, including revenue growth and reputational resilience. In the 2005 "Recapturing the Kodak Moment" campaign for Eastman Kodak, Ketchum executed a $4.4 million initiative promoting the Kodak EasyShare-One wireless digital camera through global events, celebrity endorsements including P. Diddy and Scarlett Johansson, and experiential installations like Kodak One Galleries in New York and San Francisco. The effort secured 25% worldwide media share of voice, exceeding competitors Canon and Nikon; elevated U.S. digital camera market share from 21% to 25%; and drove digital sales to 54% of total revenue, a milestone for the company. Visitor traffic to the galleries tripled targets, with over 80% of attendees perceiving Kodak as innovative post-exposure. For 's 2010-2011 Celebration of Service, marking the company's centennial, Ketchum coordinated a global volunteer drive engaging over 400,000 employees, partners, and NGOs in 120 countries, supported by digital platforms, guidebooks, and amplification via hashtags like #CoS and #IBM. Results included more than 1 million hours of , over 1,000 media placements in outlets such as and Huffington Post, and proclamations from 10 cities; these contributed to an 8-point brand value increase per Interbrand's assessment, helping sustain its No. 2 ranking among global brands. The integrated PR campaign for Wonderful Pistachios generated 473 media exposures across traditional and social channels, culminating in 1.3 billion impressions, which amplified product visibility and consumer interest through a lighthearted, character-driven approach. Such campaigns exemplify Ketchum's capacity to deliver high-reach outcomes that bolster client sales pipelines and cultural relevance.

Innovations in PR Practices

Ketchum has advanced public relations through data-centric measurement and analytics, exemplified by Ketchum Analytics, which integrates research and insights to guide strategy from inception and evaluate campaign outcomes. Under leadership emphasizing data's role in PR evolution, the division earned the Association for Measurement and Evaluation of Communication (AMEC) 2020 Platinum Award for the most effective media intelligence, research, and insights program. A pivotal came with the January 21, 2021, launch of omniearnedID™, a patent-pending platform developed by the Omnicom Group, of which Ketchum is a core member. This tool, built on the Omni platform, links efforts to quantifiable impacts like and using anonymized , addressing longstanding challenges in proving PR ROI across industries including goods, , and . It enables precise analysis of media reach, influencer effects, and reactions while adhering to global standards, marking an industry first in validating 's direct influence. In 2023, amid its centennial, Ketchum introduced trauma-informed consultancy practices, promoting an empathy-driven approach for brands navigating societal sensitivities, and expanded its practice to foster inclusive communication strategies beyond traditional healthcare. These developments, alongside ongoing data and analytics integrations, underscore Ketchum's shift toward culturally responsive, evidence-based PR methodologies.

Controversies and Ethical Scrutiny

In 2006, Ketchum secured a multi-million-dollar contract with the Russian government through its Washington, D.C., office and affiliate GPlus to enhance Russia's international image, focusing on promoting foreign investment and . These agreements expanded over the subsequent years, encompassing work for the Russian Federation and state-owned entities like , with Ketchum registering as a under the U.S. (FARA) to disclose its lobbying and activities on behalf of Russian principals. By 2013, payments from the Russian government reached $1.9 million in the first half of the year alone, contributing to an estimated total exceeding $60 million for Russia-related work over the contract period. Ketchum's efforts included strategic media placements, such as facilitating Vladimir Putin's September 12, 2013, in The New York Times titled "A Plea for Caution From Russia," which defended Russia's stance on without initial disclosure of Ketchum's involvement in pitching the piece. Additional activities involved ghostwriting or placing pro-Russia opinion pieces by third parties in U.S. outlets, lobbying Time magazine to name Putin its 2007 , and urging the U.S. State Department to moderate its annual report on . These initiatives aimed to portray as a stable partner for investment amid Western concerns over its governance and foreign policy. Criticisms of Ketchum's engagement intensified following Russia's 2014 annexation of and intervention in , with detractors accusing the firm of enabling authoritarian by obscuring the Russian government's role in media content and . U.S. lawmakers expressed outrage over the Putin op-ed, viewing it as part of a broader influence operation that bypassed transparency requirements under FARA, while investigative reports highlighted instances where Ketchum-placed articles failed to disclose foreign principal ties, potentially misleading American audiences. Ethical scrutiny within the PR industry questioned the morality of representing clients accused of abuses, with some analysts arguing that such contracts prioritized financial gain over professional standards amid Russia's deteriorating relations with the West. Ketchum denied authoring content like the Putin piece, asserting its role was limited to facilitation, but faced persistent allegations of stealth advocacy. Facing mounting geopolitical pressures and reputational risks, Ketchum terminated the majority of its Russian contracts in 2015, ceasing and PR work in the U.S. and while spinning off remaining activities to an Omnicom affiliate. This decision followed a sharp decline in billings—from $1.5 million in 2013 to half that in 2014—and aligned with broader Western sanctions against , though Ketchum maintained it had complied with all disclosure obligations. The episode underscored debates over PR firms' accountability in international engagements, particularly with state actors pursuing narratives at odds with host-country interests.

Compliance Issues and FARA Registrations

Ketchum Inc. has maintained multiple registrations under the (FARA), primarily for representing foreign governments and entities in and advocacy activities. The firm's most prominent FARA registration, number 5758, was established for services to the beginning in , initially tied to Russia's role as President, involving media relations, event support, and opinion leader engagement. This contract expanded over subsequent years, with Ketchum reporting expenditures exceeding $60 million on behalf of Russia through 2014, including op-ed placements, management, and promotional materials. The registration terminated in 2015 amid heightened scrutiny following Russia's annexation of . Other notable FARA filings include representations for the in 2005 for trade promotion, the for unspecified advisory services, and the Turkish Exporters Assembly starting in 2012 for advocacy. While Ketchum complied with initial FARA registration requirements for these clients, its activities have faced criticism for potential shortcomings in disclosure and labeling obligations under the Act, which mandate clear identification of foreign principal involvement in disseminated materials. A 2013 investigation revealed that Ketchum facilitated op-eds in U.S. outlets by non-government figures, such as business executives, without explicitly disclosing the Russian government's funding or coordination, raising questions about adherence to FARA's political labeling rules. Similarly, a 2014 On Government Oversight (POGO) report highlighted Ketchum's management of the @thinkRUSSIA account on behalf of , noting the bio's omission of the firm's role or the foreign principal's sponsorship, which could obscure influences on public discourse. These instances reflect broader enforcement challenges under FARA, where the Department of Justice has historically pursued few actions against registrants for disclosure lapses, with no formal penalties or civil injunctions documented against Ketchum specifically. No evidence indicates criminal prosecutions or fines against Ketchum for FARA non-compliance, distinguishing it from cases involving unregistered agents or willful violations pursued by the DOJ. The firm's filings, accessible via the FARA eFile system, demonstrate consistent supplemental reporting of activities, fees, and disbursements, such as $1.8 million transferred from its affiliate for Russian services in 2011. Critics, including watchdog groups, have attributed such disclosure ambiguities to systemic under-enforcement rather than isolated firm misconduct, emphasizing FARA's reliance on self-reporting amid voluminous foreign influence operations. Ketchum's post-Russia engagements under FARA have been more limited, focusing on commercial rather than governmental principals, with no subsequent high-profile compliance disputes reported as of 2025.

Broader Ethical Debates in International PR

Ketchum's contracts with foreign governments, particularly its decade-long engagement with Russia from 2006 to 2014, have exemplified debates over the ethical boundaries of representing authoritarian regimes in international public relations. The firm assisted the Russian government in placing opinion pieces in Western media outlets, such as a 2013 New York Times op-ed by President Vladimir Putin, without initially disclosing the Kremlin's involvement, prompting scrutiny over covert influence operations. This practice raised questions about whether PR professionals should prioritize client confidentiality over public transparency, especially when promoting narratives that align with state propaganda amid geopolitical conflicts like the 2008 Russia-Georgia war and the 2014 Crimea annexation. A core contention involves conflicts of interest for global firms operating in multiple markets; Ketchum's pro-Russia advocacy, including efforts to lobby TIME magazine to name Putin "Person of the Year" in 2007, clashed with the firm's Western client base and democratic values, leading some practitioners to argue that such work undermines industry credibility. Critics, including investigations by ProPublica, highlighted how undisclosed foreign funding blurred lines between legitimate advocacy and manipulation, fueling calls for stricter self-regulation beyond legal mandates like the U.S. Foreign Agents Registration Act (FARA). In response, Ketchum terminated the Russia contract in 2014, citing a commitment to ethical standards, though the episode intensified industry discussions on refusing clients whose objectives involve suppressing dissent or distorting facts. These cases underscore broader tensions in international PR regarding the moral hazard of "astroturfing" or simulating grassroots support for foreign interests, as seen in Ketchum's strategies to enhance Russia's global image ahead of events like the 2006 G8 summit. Ethical frameworks from bodies like the Public Relations and Communications Association (PRCA) emphasize transparency and avoidance of deception, yet enforcement remains voluntary, allowing firms to weigh profitability against reputational risks. Practitioners debate whether outright rejection of controversial governments—such as those with documented abuses—preserves PR's role as an information mediator or stifles ; Ketchum's experience illustrates how selective engagements can invite backlash, including client attrition and regulatory probes, without resolving underlying causal incentives for firms to pursue high-value state contracts.

Recent Developments

Strategic Acquisitions and Mergers

In 2009, merged Ketchum with Pleon, a Düsseldorf-headquartered communications consultancy, creating one of the largest mergers in history and forming a global network with more than 2,000 employees across 103 offices in 66 countries. The combined entity operated as Ketchum worldwide, with the Ketchum Pleon brand retained in select European markets including the , enabling expanded capabilities in , corporate affairs, and healthcare communications. Ketchum continued its expansion through targeted acquisitions in emerging and specialized markets. In April 2011, it acquired a majority stake in Sampark PR, one of India's top five public relations agencies with seven offices and over 125 employees, renaming it Ketchum Sampark to handle both local clients and global network accounts amid growing multinational interest in the region. In January 2013, Ketchum acquired Capstrat, a Raleigh, North Carolina-based independent firm specializing in public affairs, healthcare, energy, and technology, which broadened its Southern U.S. footprint and added diverse client expertise without disrupting Capstrat's operations. Later that year, Ketchum purchased Brandzeichen, a Germany-based agency focused on communications and , further integrating creative brand PR into its European offerings. These moves aligned with Ketchum's strategy to deepen sectoral depth and geographic reach under Omnicom ownership, though no major standalone acquisitions by Ketchum have been reported since 2013 amid a shift toward internal and parent-company consolidations.

Leadership Transitions and New Initiatives

In September 2024, Ketchum appointed Tamara Norman as for its U.S. operations, leveraging her prior experience in corporate at firms including Edelman and Burson Cohn & Wolfe. This followed the tenure of Mike , who had served as global president and CEO since June 2020 after succeeding Barri Rafferty. departed in July 2025, with Norman and Jo-ann Robertson, CEO of global markets since May 2022, assuming interim leadership responsibilities for their respective regions. Robertson announced her exit in September 2025 after 14 years at the agency, transitioning to president of and transatlantic growth leader at BPI Group effective 2026; her departure prompted evaluations of global leadership structure amid ongoing regional emphases. These shifts reflect Ketchum's pattern of internal promotions and external hires to address regional market demands, as evidenced by prior elevations like Sera to CEO. Amid these changes, Ketchum launched Emanate in March 2024 as a dedicated division for , led by executives Danielle Hallas (head of entertainment), Laura Konopack (head of influencer), and Tommy Ringhofer (head of celebrity and endorsements), aiming to integrate full-funnel measurement with brand strategies. The firm also introduced its 2024 U.S. Election Navigator in November 2023 to assist clients in navigating political communications, including and messaging amid polarized environments. Additionally, Ketchum emphasized AI-driven tools in 2024-2025 to counter and enhance media intelligence, aligning with broader industry trends in authentic engagement and . These initiatives underscore a pivot toward specialized services in influence, technology, and sector-specific consultancies like food and agriculture under "Appetite For Change."

Current Industry Position and Challenges

Ketchum ranks sixth in PRovoke Media's 2025 Global Top 250 PR Agency Ranking, with fee income of $510 million for 2024, reflecting a 2% decline from $520 million in 2023. As a subsidiary of , the firm leverages the holding company's scale, including anticipated benefits from Omnicom's 2025 acquisition of Interpublic Group to expand client solutions and integrate talents. Ketchum reported total revenues of $578.5 million in 2024, down 5% year-over-year, amid broader agency sector headwinds, yet secured key wins like Dairy Management from Edelman and the Wendy's Thin Mints Frosty collaboration with Girl Scouts, bolstering its footprint in , healthcare, and corporate communications. The PR industry confronts persistent challenges from economic volatility, geopolitical instability, and escalating , which heighten risks for client reputations and demand proactive strategies. For Ketchum, 2024 marked a particularly tough period, with CEO Mike Doyle stating, "The lows and the challenges were really hard, and the victories were that much sweeter." These pressures contributed to revenue contraction and talent shifts, such as the departure of executive creative director Sue Maloney after 25 years, while rapid crisis amplification via outpaces traditional response frameworks. Ketchum is countering through AI-driven tools for detection and emphasizing adaptive communications amid political transitions, including the new U.S. administration's influence on regulatory landscapes. Industry-wide, ranks as a top short-term global risk for the second year, complicating trust-building efforts and necessitating robust measurement and ethical AI integration. The firm's 2025 priorities include healthcare expansions and corporate resilience initiatives, aiming to capitalize on Omnicom's organic revenue growth of 1.4% year-to-date across PR units to offset these headwinds.

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