Gucci calls in Ketchum for internal PR

LONDON: Gucci, the world’s third-largest fashion business, last week hired Ketchum to handle its internal communications across Europe.

LONDON: Gucci, the world’s third-largest fashion business, last week hired Ketchum to handle its internal communications across Europe.

LONDON: Gucci, the world’s third-largest fashion business, last

week hired Ketchum to handle its internal communications across

Europe.



The move follows Gucci’s acquisition in November of Sanofi Beaute,

French fashion house Yves-Saint Laurent’s parent company. The company

now boasts 2,000 employees around the world.



Central to the decision was design director Tom Ford, one of Gucci’s

more recognizable public personas. Ford will play a key role in

transforming the perception of Y-SL, whose takeover is one issue likely

to figure heavily in employee communications.



Gucci has used Ketchum in Italy since 1993, and the company’s corporate

affairs director Tomaso Galli is a former Ketchum board director.



’We will provide advice on how Gucci communicates with its employees,’

said Ketchum deputy chief executive Richard Aldwinckle.



The Ketchum’s deal coincides with the launch of the firm’s employee

communications practice in Europe under the Ketchum Sheppard banner.

Ketchum acquired Glendale, CA-based Sheppard in January (PRWeek, Jan

11), and has used the Sheppard brand name for its employee

communications practice since then.



The internal changes precipitated by the Sanofi acquisition will test

Ketchum Sheppard’s expertise in change management, Aldwinckle predicted.



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