INTERNATIONAL: Merrill Lynch puts Ketchum to test for Asia brief

HONG KONG: Merrill Lynch has appointed Ketchum as its first PR agency of record in Asia after a five-way pitch including Burson-Marsteller and Shandwick. The brief is to raise the profile of the US investment bank’s debt, equity and investment arms in ten Asian markets. The move breaks Merrill’s model of different agencies retained in each local market, as in Europe and the US.

HONG KONG: Merrill Lynch has appointed Ketchum as its first PR

agency of record in Asia after a five-way pitch including

Burson-Marsteller and Shandwick. The brief is to raise the profile of

the US investment bank’s debt, equity and investment arms in ten Asian

markets. The move breaks Merrill’s model of different agencies retained

in each local market, as in Europe and the US.



Ketchum has been retained for six months, subject to a review in June,

according to Tim Cobb, the bank’s marketing communications director.



’The structure of the relationship and the six-month review is designed

to assess the value an outside agency can bring,’ said Cobb.



Cobb, who joined Merrill Lynch from American Express in August last

year, will remain primary spokesperson, while Ketchum will support the

four-strong in-house team with strategic counsel, issues management and

employee communications.



Ketchum will represent the bank through its own network and affiliates

in each market. China and India will be key markets for campaigns.



Edited by David McCormack.



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