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Sharpening Focus on Agency's PESO Strategy
NEW YORK, Oct. 17, 2013 /PRNewswire/ -- Ketchum, one of the world's leading communications firms, today announced a significant step in its strategy of offering clients the seamless integration of its digital, social and related services. Effective immediately, these services will be led by Paul M. Rand, who assumes the newly created role of chief digital officer.
"The enhancement and consistent delivery of digital and related services at a world-class level are an essential element in reinforcing Ketchum as a go-to resource for sophisticated, effective, trend-setting campaigns across the increasingly important 'PESO' spectrum of paid, earned, shared and owned channels," said Rob Flaherty, senior partner and CEO, Ketchum. "A critical component of continuing to demonstrate such leadership is the ability to deliver such campaigns based upon genuine human insights delivered through shared communications rather than just broadcasted messages. This new structure under Paul's direction will allow us to do exactly that," Flaherty added.
Reporting to Ketchum president and COO Rob Lorfink, Rand will continue to lead Zocalo Group, Ketchum's award-winning digital, social media and word-of-mouth-marketing agency, in addition to his new role at Ketchum. The primary entities now united under Rand's management will be Ketchum Digital, the agency's Global Digital Network and the Global Media Network.
Rand's direct reports include Zocalo Group's partner and executive director, Andrea Wood, and executive vice presidents Emily Bader and Stephen Strong; Debra Forman, partner and director of Ketchum Digital North America; and Nicholas Scibetta, partner and director of the Global Media Network (GMN). In addition, Stephen Waddington, who oversees digital and social media in Europe, the Middle East and Africa, and China-based digital strategy director, Vivien Teo, will work to coordinate activities with Rand.
"Ketchum has a formidable leadership team across the media spectrum and is in an excellent position to respond to the growing needs of clients. We are fortunate to have someone of Paul's stature to lead this team and the combination of vital services and capabilities they offer," said Lorfink. "Paul is an innovator; since founding Zocalo Group more than six years ago and working with his world-class team there, he has grown Zocalo into a digital and social media powerhouse. Since joining the group, he has continually invented new ways for clients to stand out in the marketplace."
Rand joined Ketchum in 2001 when the agency acquired Corporate Technology Communications, the Chicago-based agency he founded that was the largest independent such consultancy in the Midwest. Prior to launching Zocalo Group, he was a partner and global chief development and innovation officer for Ketchum and also served as the director of the agency's Global Technology Practice and managing director of Midwest operations.
"I've had a long association with Ketchum and am excited to take on this new role," said Rand. "The GMN, Ketchum Digital and Zocalo teams are extraordinary – and we have the ability to make an even greater impact on our clients' businesses."
Rand is widely recognized as a thought leader in digital, social and word-of-mouth marketing and communications, and he is often quoted in some of the world's highest-profile media outlets. His credentials in this space were more recently enhanced by the publication of his book, Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business, which has just been published and is distributed by McGraw-Hill. Among Paul's other professional affiliations, he is on the National Board of Directors of the Council of Better Business Bureaus and is past president and board member of the Word of Mouth Marketing Association (WOMMA).
Ketchum is a leading global communications firm with operations in more than 70 countries across six continents. The winner of 11 Cannes Lions and an unprecedented three consecutive PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Diversified Agency Services, a division of Omnicom Group Inc., visit www.ketchum.com.
About Zocalo Group
Zocalo Group is a full-service digital, social media and word-of-mouth marketing agency, helping leading consumer and business-to-business brands become the most talked-about and recommended brands in their category. Based in Chicago, Zocalo Group has received numerous industry awards for its brand programs and measurement initiatives. Zocalo Group is a unit of Omnicom Group Inc. (NYSE: OMC) and Ketchum. For more information, please visit www.zocalogroup.com.
About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
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