CHICAGO: Ketchum has nabbed what will likely be a seven-figure account working for Deloitte Consulting as it is spun off from its accounting-firm parent. Ketchum beat out Hill & Knowlton and Fleishman-Hillard for the assignment.Ketchum's Chicago and San Francisco offices will serve as leads on the account. Chris Atkins, global head of Ketchum's corporate practice in New York, will also work on the account.
"This is a big job, one that has galvanized the whole agency,
said Mike Hatcliffe, a partner and director of Ketchum's Chicago office.
Brian Fugere, chief marketing officer at Deloitte Consulting, said, "PR is the tip of the spear in terms of an effective brand launch for us."
Neither Fugere nor Hatcliffe would comment on spending, but when Andersen Consulting spun off from Andersen, it spent millions on branding PR. "We're going to spend what it takes to get our story told," said Fugere.
Ketchum had worked with the accounting operations of Andersen when it was rebranding itself in the midst of that firm's split with its consulting practice, but is no longer doing work for the firm.
Fugere clarified that Ketchum's experience with Andersen didn't play a role in its selection by Deloitte. "We're interested in us,
"We put most of our emphasis in making a selection on the ideas they brought to the table."
Deloitte decided in February to split from parent Deloitte Touche Tohmatsu.
Partners are meeting in early June to discuss timetables for the spin-off.
Meanwhile, Ketchum already has begun addressing strategic issues involved in rebranding the consulting business.