Ketchum (agency)

Ketchum (agency)
Name	Ketchum
Type	Public relations firm
Industry	Public relations
Founded	1923
Founder	George Ketchum
Headquarters	New York City
Area served	Global
Key people	Barri Rafferty, Matt McNair
Num employees	3,000+
Parent	Omnicom Group

Ketchum (agency) is a global public relations and communications firm with headquarters in New York City and an extensive international network. Established in 1923, the firm provides integrated media relations, corporate communications, crisis management, public affairs, digital strategy, and marketing services across multiple industries. Ketchum serves clients in sectors ranging from healthcare and consumer goods to technology and finance, operating within the Omnicom Group family and collaborating with agencies, consultancies, and media platforms worldwide.

History

Ketchum was founded in 1923 by George Ketchum in Pittsburgh, later expanding to New York City and other markets including Chicago, Los Angeles, London, and Beijing. Throughout the 20th century the firm engaged with clients in industries represented by names such as Procter & Gamble, General Motors, IBM, DuPont, and American Express. Ketchum navigated postwar transformations involving McCann Erickson-era advertising dynamics, interactions with Fortune 500 corporations, and the rise of multinational communications networks. During the 1990s and 2000s Ketchum expanded through mergers and acquisitions, aligning with holding companies including Omnicom Group and collaborating with affiliates like BBDO, DDB Worldwide, and TBWA Worldwide. The firm adapted to digital disruption brought by platforms such as Facebook, Twitter, YouTube, and LinkedIn, integrating social media, search marketing, and analytics into client programs. In the 2010s Ketchum pursued growth in emerging markets, opening offices in cities such as Mumbai, São Paulo, Shanghai, and Dubai and engaging with multinational clients involved in events like the Olympic Games, World Economic Forum, and major product launches.

Services and Capabilities

Ketchum offers a suite of communications services including media relations, crisis and reputation management, corporate and financial communications, public affairs, influencer engagement, content marketing, and digital analytics. The agency provides sector-specific practices for pharmaceutical and biotechnology clients, working on regulatory communications involving institutions like the Food and Drug Administration and health authorities. Ketchum’s technology practice supports companies such as Microsoft and Intel with product launches and thought leadership programs aimed at trade shows like CES and MWC. Its consumer and lifestyle teams collaborate with brands such as Coca-Cola, Nike, and Unilever on integrated campaigns spanning retail, experiential events, and sponsorships with organizations like Wimbledon and UEFA. The firm’s public affairs and government relations capabilities intersect with policymaking entities and NGOs including United Nations agencies, industry associations, and trade bodies. Ketchum also operates data and insights groups that use analytics tools inspired by platforms like Google Analytics and Tableau to measure earned, paid, and owned media impact.

Notable Campaigns and Clients

Ketchum has run campaigns for a range of high-profile clients across sectors. Corporate and consumer assignments have included work for Procter & Gamble product launches, integrated communications for Samsung device introductions, and crisis response for automotive players such as Toyota and Volkswagen. In healthcare and pharmaceuticals, Ketchum has supported companies like Pfizer, Novartis, and GlaxoSmithKline with patient advocacy and product communications. Technology clients have included HP, Oracle, and Cisco Systems for B2B positioning and analyst relations tied to conferences such as Dreamforce and RSA Conference. Ketchum has also advised nonprofit and advocacy organizations including World Wildlife Fund, American Red Cross, and Bill & Melinda Gates Foundation on awareness campaigns and fundraising strategies. The firm’s entertainment work has involved partnerships with studios like Warner Bros. Pictures and Paramount Pictures on film publicity, and with music industry names represented by Live Nation and Universal Music Group.

Corporate Structure and Leadership

Ketchum operates as part of the Omnicom Group network and coordinates with sister agencies across global holding company structures. Leadership roles have included chief executive and president positions held by executives such as Barri Rafferty and Rob Flaherty, with senior practice heads overseeing units for healthcare, technology, consumer, and public affairs. The firm employs multidisciplinary teams of account directors, creative strategists, media planners, data scientists, and crisis counselors, collaborating with external consultancies and law firms when required. Ketchum’s governance includes regional managing directors across territories including North America, Europe, Asia Pacific, Latin America, and Middle East and Africa, and practices that align with professional bodies like the Public Relations Society of America and international standard frameworks.

Awards and Recognition

Ketchum has received industry awards and recognition from organizations and competitions such as the Cannes Lions International Festival of Creativity, the PRWeek Awards, the IPRA Golden World Awards, and the Effie Awards. Campaigns have been honored by trade publications including Adweek, Advertising Age, and Campaign UK for creative excellence, social impact initiatives, and crisis communications work. The firm and its leaders have been profiled by business outlets like The Wall Street Journal, The New York Times, Forbes, and Bloomberg for growth, corporate strategy, and leadership in integrated communications.

Controversies and Criticism

Ketchum has been subject to scrutiny and criticism over certain accounts and campaigns, attracting attention from media outlets including The Guardian, The New York Times, and The Washington Post. Specific controversies have involved debates about representation and messaging for clients in sectors such as energy, pharmaceuticals, and technology, provoking commentary from advocacy groups like Greenpeace and Public Citizen. Ketchum’s role in crisis communications has at times raised questions addressed in analyses published by Columbia Journalism Review and academic studies at institutions like Harvard Kennedy School and London School of Economics. Industry commentators and watchdog organizations have examined ethical considerations tied to corporate advocacy, transparency, and the intersection of public relations with public policy.

Category:Public relations companies Category:Omnicom Group companies