NEW YORK: Chase Manhattan Corporation raised eyebrows in the world of financial PR last week by naming Ketchum as its corporate PR agency of record.
NEW YORK: Chase Manhattan Corporation raised eyebrows in the world
of financial PR last week by naming Ketchum as its corporate PR agency
While critics said the choice of Ketchum was an odd one - the firm isn’t
especially renowned in banking circles - Chase officials were drawn to
Ketchum’s so-called ’new economy’ expertise.
’What we liked was Ketchum’s experience in corporate re-positioning,’
said Chase’s SVP of PR James Finn. ’They also have a lot of clients in
the area we like to call ’convergence’ - where the old economy meets the
The win is an important one for Ketchum, as successful work on behalf of
Chase will likely prove the agency’s mettle to other financial
While Chase based its selection on a few high-level discussions with up
to eight other agencies, Ketchum had a leg up on the competition from
’We were not unknown to each other,’ Finn said. ’We worked with them in
San Francisco on the announcement of Chase H&Q (Chase’s acquisition of
investment bank Hambrecht & Quist), which worked out nicely.’
While Finn would not put a dollar figure on the account, he said it
would be ’substantial’ and that the figure will not be hampered by any
pre-existing PR budget at Chase. ’We’re defining the scope of work and
conducting a perception review, and plan to work backwards from there,’
Chase boasts a 22-strong in-house PR staff.