PRWeek Awards 2011: International Consultancy of the Year

Two years have passed since one of the largest mergers in PR history, between Ketchum and Pleon. But the agency has not rested on its laurels.

International Consultancy of the Year: Ketchum Pleon UK
International Consultancy of the Year: Ketchum Pleon UK

In the past 18 months, it has acquired three PR businesses in the growing economies of Russia, India and Brazil, and formed Ketchum Raad in the Middle East.

The agency now operates in more than 70 countries and has 100 offices. Of Ketchum's top 25 clients, 76 per cent work with at least eight Ketchum offices or specialities. Clients such as IBM, Kodak, P&G and Philips work with ten or more.

For example, Ketchum is one of P&G's strategic global partner PR agencies. Its role ranges from global strategy to local implementation for more than 15 beauty and household brands from Olay and Max Factor to Head & Shoulders and Fairy.

The agency has added Ariel to its Western Europe portfolio as well as Camay, its first assignment in China. P&G has recognised the agency with a corporate supplier excellence award.


Ketchum knows that being an international consultancy is not just about global reach, it's about localisation

Mark Maguire UK corporate comms director, GE

P&G global external relations director for beauty Nicholas Hotham says: 'The agency's fresh thinking, strategic insights and exemplary execution allow the PR discipline to contribute at the highest levels of business and organisational strategy.'

The agency also encourages staff to give something back to their local, international, social or industry-related communities through its citizenship programme.

The agency offers staff time valued at more than £1m a year to two organisations: Room to Read and the World Economic Forum (WEF). The forum's head of media, entertainment and information industries Diana
El-Azar says: 'Ketchum has been a committed and enthusiastic partner in the WEF's mission to improve the state of the world, deepening its engagement even further in the past year through health and anti-corruption initiatives.'

Most important of all, Ketchum keeps its clients happy. The Net Promoter Score (NPS) is an index that identifies the proportion of clients that are extremely likely to recommend the agency. Its score is 35 per cent – typical NPS performers are in the five to ten per cent range.

The Awards 2011 book will be available in this week's issue of PRWeek

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