NEW YORK: Ketchum has overhauled its entire way of working with the introduction of a raft of digital tools, spearheaded by a state-of-the-art portal called MyKGN.
NEW YORK: Ketchum has overhauled its entire way of working with the introduction of a raft of digital tools, spearheaded by a state-of-the-art portal called MyKGN.
The portal, which Ketchum boasts is the first of its kind, replaces the older intranet system used by many other agencies. Developed by Ketchum in consultation with PriceWaterhouseCoopers, it combines the network's operations and resources, which enables the agency and its clients to operate together in real time, with access to the network's entire knowledge base.
The system gives Ketchum total transparency with its clients - who can track work and view charges as they happen - although there are private 'rooms' only accessible by clients and key agency staffers.
Ketchum's COO Ray Kotcher said: 'The PR business has barely changed since the advent of mass media. We recognized a huge opportunity to use technology to advance the Ketchum brand and transform the PR business.
'The new tools mean we can migrate upstream, protecting us from potential competition from the higher-end consulting firms.'
Omnicom, Ketchum's parent group, invested heavily in the system's development, and is said to be exploring ways of expanding the technology throughout the company.
