Ketchum: Agency Business Report 2007

In winning half of the new-business accounts it went after, Ray Kotcher, Ketchum CEO, says 2006 was "our best new-business year ever."

In winning half of the new-business accounts it went after, Ray Kotcher, Ketchum CEO, says 2006 was "our best new-business year ever."

In 2007, he says Ketchum will have announcements in word-of-mouth marketing while continuing to build out adjacent businesses like entertainment and experiential marketing.

"You'll see us continue to look for those specialties that can stand on their own in their markets, but also add value to the core of the agency," he says.

Kotcher says one of the things he's happiest about from 2006 is employee satisfaction levels were at their highest since pre- 9/11. "We're trying to help people grow here and show them the way forward and develop career tracks," he says.

Principal: Ray Kotcher, CEO
Ownership: Omnicom Group, as part of Diversified Agency Services
Offices: Nine wholly owned in the US; five in Europe. An additional 10 partly owned globally

Ketchum would not disclose numbers, but says global staff increased in 2006. Senior hires included Ron Culp, SVP and MD of Ketchum Midwest; Kathy Jeavons, who rejoined the firm as SVP of the DC public affairs division; and Ted McDougal, SVP and director of Ketchum Midwest's corporate practice. Departures included Mark Cater, partner and director of the global healthcare practice; Mark Malinowski, partner and director of the New York brand marketing practice; and Adaire Putnam, partner and director of Ketchum Midwest, who retired.

Structural changes
In 2006 Ketchum created Emanate, the first "Ketchum spin-off" in its history. Ketchum closed operations in Hamburg, Germany, and opened a new office in Dusseldorf. It also acquired boutique entertainment marketing firm, Entertainment Marketing Partners.

Regional performance
The agency says US operation turned in a strong year, while operations in Canada posted their strongest year ever by adding such clients as Energizer (Energi to Go). It claims its best-ever year-over-year performance across Western Europe, with London remaining the second-largest operation in the worldwide network.

Practice areas
Brand marketing, corporate, food and nutrition, healthcare, and technology are the firm's five global practices. Its 13 specialty groups include Ketchum Personalized Media, Ketchum Entertainment Marketing, and Ketchum Sports Network. It saw growth in its corporate and global brand marketing practices, and healthcare.

Ketchum says it won 163 new-business assignments. Key among those are Cadbury Schweppes, Carnival Cruise Line, and GlaxoSmithKline. The agency lost Cingular Wireless, which, when it became the new AT&T Wireless, transferred to AT&T's AOR, Fleishman-Hillard.

Financial performance
The agency says its 2006 global revenue falls into the $200 million to $300 million range. Kotcher says it was a "record financial performance, with the best top- and bottom-line performance in the 80-plus year history of the agency."

Agency's full questionnaire follows below:

Name of parent division/company (enter both where applicable)
Diversified Agency Services, a division of Omnicom Group Inc. (NYSE: OMC)

Name of subsidiary companies
Concentric Communications
Ketchum Entertainment Marketing
Stromberg Consulting
The Washington Group

Has your ownership status changed in the past year? If yes, please explain
No, Ketchum's ownership status has not changed during the past year. Ketchum was acquired by Omnicom in 1996.

Name of global CEO and US CEO (or most senior equivalent)
Raymond L. Kotcher
, Senior Partner/Chief Executive Officer

Name of person, if any, the most senior person named above reports to
Thomas Harrison
, Chairman and CEO, Diversified Agency Services

What is your current headcount? How has your headcount changed since FY 2005?
Agency declined to give information.

What was the percentage of staff turnover in 2006?
Agency declined to give information.

Did you make any senior hires in 2006 (VP and higher)? Please state name, title (and unique responsibilities, if applicable), and previous company
*Nancy Anderson, vice president,
*José Ramón Caso, managing director and chief executive officer (CDS)
*Chris Chamberlin, vice president in the Issues and Crisis Management Network (MGA Communications)
*Ron Culp, senior vice president and managing director (Citigate Sard Verbinnen)
*Alyssa Garnick, vice president and group manager (Burson-Marsteller)
*Cathy Kapica, vice president and director(McDonald's Corporation)
*Kathy Jeavons, senior vice president (Public Strategies)
*Ted McDougal, senior vice president and director (Sears Holdings)
*Scott Parks, senior vice president and leader of the Dallas operation(Blockbuster, Inc)
*Phil Roth, vice president (Southwestern Public Service Co._
*Brett Shogren, senior vice president of The Washington Grou .(U.S. House of Representatives)
*Chris Shreeve, senior vice president in the Washington, D.C. social marketing practice.
*Kim Spear, director of strategic planning and corporate communications.
*Mark Stroman, vice president Ketchum Entertainment Marketing (KEM)
*Erik Stroman, vice presidents in Ketchum Entertainment Marketing (KEM)
*Andree Tremblay, senior vice president and account director in Ketchum South's Corporate practice.
*Gur Tsabar, vice president and new media strategist.
*Amanda Sefton, associate director (Weber Shandwick Hong Kong)
*Alison Wright, associate director (Shire Health)
*Cat Barnett, associate director (Astra Zeneca)

What senior staff have departed the firm? Please state name and previous title
2006 key departures include:

  • Mark Cater - partner/director, Global Healthcare Practice
  • Mark Malinowski - partner/director, New York Brand Marketing Practice
  • Adaire Putnam - partner/director, Ketchum Midwest (retired)

Please list any other senior management changes, including restructures and significant, senior-level promotions
Ketchum enriched its executive management team with several new appointments, including naming two new senior partners, two additional members to its executive committee and six new partners.

  • Jon Higgins, partner and CEO of Ketchum EMEA, and Rob Lorfink, partner and CFO, were appointed senior partners in the agency.
  • David Gallagher, partner and CEO, London, and Paul Rand, partner and global chief development and innovation officer, were elected to the agency's executive committee.
  • The following individuals were named partners and joined the agency's worldwide management partnership:
    • Serena de Morgan, partner and associate director, Global Brand Marketing Practice, EMEA
    • Linda Eatherton, partner and director, Global Food & Nutrition Practice
    • Denise Kaufmann, partner and global account director
    • Avril Lee, partner and managing director, Global Healthcare Practice, EMEA
    • Scott Proper, partner and associate director, Ketchum New York
    • Kelley Skoloda, partner and director, Global Brand Marketing Practice

In addition to several executive management changes, Ketchum bolstered its global practices and specialty groups with the following leadership appointments:

  • Nancy Hicks was named associate director of Global Healthcare Practice, North America.
  • Esty Pujadas, senior vice president, was named director of the Global Technology Practice.
  • Susan Newberry, senior vice president, was named director of the Washington, D.C., Healthcare Practice.
  • Amy McCarthy, senior vice president, was named director of the New York Healthcare Practice.
  • Roy Edmondson, senior vice president and global account leader, was named director of the New York Brand Marketing Practice.
  • Nicholas Scibetta was appointed global director of the firm's 60+ Communications and Media Strategy Network.

Have you made any acquisitions in the past year, or merged with another agency?
Ketchum acquired Entertainment Marketing Partners (EMP), a leading boutique entertainment-marketing firm. Additionally, Ketchum expanded its public affairs and lobbying capability through a joint venture with the founders of Lenci Consulting, a leading public affairs consultancy based in Madrid.

How many wholly owned offices do you have globally? Please list with agency names and cities under the following headings. Add majority-owned offices in parentheses.
North America
(9): Atlanta, Chicago, Dallas, Los Angeles, New York, Pittsburgh, San Francisco, Toronto, Washington, D.C.
Europe (5): Düsseldorf, London, Madrid, Munich, Paris

How many partly owned offices or affiliates do you operate globally? Please list agency names and cities under the following headings.
Latin America:

Minority-owned offices (2): Ketchum Gricorp (Mexico City, Mexico), Ketchum Estrategia (São Paulo, Brazil)

Affiliate offices (11): Conexiones and Comunicaciones Ltda (Bogotá, Colombia), Ketchum Argentina (Buenos Aires, Argentina), PROA Promociones Integradas (Caracas, Venezuela), Communicacion Corporativa de Centroamerica S.A. (Guatemala City, Guatemala), Consultandes, S.A. (Lima, Peru), Comunicacion Corporativa (Managua, Nicaragua), Comunicacion Corporativa (Panama City, Panama), Comunicacion Corporativa (San José, Costa Rica), Partners Communications (San Juan, Puerto Rico), Comunicación Corporativa (San Salvador, El Salvador), ASK Communicaciones (Santiago, Chile)

Minority-owned offices (1): Milan

Affiliate offices (18): Civitas SA (Athens, Greece), Interel (Bratislava, Slovakia), GPlus (Brussels), Interel (Brussels. Belgium), M&H Communications (Budapest, Hungary), Geelmuyden.Kiese (Copenhagen, Denmark), Slattery Communications (Dublin, Ireland), Winkelman en Van Hessen (The Hague, The Netherlands), Rekta Public Relations LTD (Istanbul, Turkey), Parceiros de Comunicacao (Lisbon, Portugal), Maslov PR (Moscow, Russia), Geelmuyden.Kiese (Oslo, Norway), Interel (Prague, Czech Republic), Civitas Global (Sofia, Bulgaria), Geelmuyden.Kiese (Stockholm, Sweden), Menedetter PR (Vienna, Austria), United PR LTD (Warsaw, Poland), Peter Buetikofer & Company (Zurich, Switzerland)

Affiliate offices (2): Magna Carta (Cape Town, South Africa), Magna Carta (Johannesburg, South Africa)

Middle East:
Affiliate offices (2): TBWA RAAD Dubai (Dubai, UAE), Koteret Public Relations (Tel Aviv, Israel)

Asia Pacific:
Minority-owned offices (7): Beijing, Chengdu, Guangzhou, Hong Kong, Shanghai, Shenzhen and Taipei

Affiliate offices (12): Melcole Public Relations (Bangalore, India), 124 Communications PTE LTD (Bangkok, Thailand), PUBCOM Public Relations (Hanoi, Vietnam), Fortune Public Relations (Jakarta, Indonesia), Corporate & Marketing Communications Ltd (Karachi, Pakistan), PR Communications Global Sdn Bhd (Kuala Lumpur, Malaysia), Corporate Image Dimensions (Manila, The Philippines), Melcole Public Relations (Mumbai, India), Melcole Public Relations (New Delhi, India), Access Communications and Consulting Company (Seoul, South Korea), PR Communications PTE Ltd. (Singapore) and Inoue Public Relations Inc (Tokyo, Japan)

What offices opened in 2006 or early 2007? (State when)
Ketchum opened a new office in Düsseldorf, Germany.

What offices closed in 2006 or early 2007? (State when)
Ketchum closed its operation in Hamburg, Germany and transferred employees from that office to its Düsseldorf, Germany operation in 2006.

Which regions, US and globally, are growing, and why?
In 2006 Ketchum handled diverse assignments across practices and geographic boundaries. It also saw an overall increase in global assignments - from helping the Russian Federation's G8 Organizing Committee tackle deeply held attitudes about Russia and its place on the world stage to helping the WEF's Global Health Initiative increase its profile with international media to working with FedEx on virtually every facet of its communication program.

United States
Ketchum's U.S. operations turned in a very strong performance in 2006. The New York office continued to expand its corporate, brand marketing and food and nutrition practices. The Washington, D.C. office remained a leader in corporate and public affairs work as well as healthcare communications. Ketchum West saw growth in food and wellness-related assignments and hosted and led an organics training session for clients and industry influencers. Ketchum Midwest saw new leadership with Ron Culp joining as senior vice president and managing director, Ted McDougal joining as senior vice president and director of the Midwest corporate practice, and Dr. Cathy Kapica joining from McDonald's Corporation as vice president and director of Global Health & Wellness. Ketchum South expanded into the energy sector and welcomed Andree Tremblay as senior vice president and Phil Roth as vice president in its energy practice. Stromberg Consulting, the agency's change management and workplace communications unit, saw incremental growth with many of its existing clients including Chase Card Services, FedEx and United Technologies. Concentric Communications, Ketchum's experiential marketing and communications unit, also added a number of significant clients in 2006 and contributed to the growth of the agency.

In 2006, Ketchum won several marquee clients in the United States, including Carnival Cruise Lines, Direct Energy, Dyson, eHarmony, Georgia Pacific, GlaxoSmithKline, IKEA, Irwin Industrial Tools, Korn/Ferry International, Lexis-Nexis Tax Division, Louisiana Recovery Authority, MapQuest, Press Ganey,, Procter & Gamble Productions, Safeway, Socket Communications, Sugar Foods, the University of Kansas Hospital and Weight Watchers.

Ketchum's Canadian operations had their strongest year ever, adding new clients such as Adtran, Direct Energy, Energizer (Energi to Go) and Towers Perrin.

Ketchum posted excellent growth across Western Europe, experiencing its best ever year-over-year performance. Ketchum's London office remained on a strong growth trajectory and maintained its position as the second largest operation in the worldwide network. The Madrid and Paris offices both delivered record performances in 2006 and Germany experienced the highest percentage growth among the agency's European offices. Select new account wins in the EMEA region include Adecco, Allianz, Fortis Bank, the French Army, Martek, MasterFoods (Dolmio line), Pilsner Urquell, various assignments with Procter & Gamble (Intrinsa, Oral B and Fairy among others), the Russian presidency of the G8 and Solvay Pharmaceuticals.

In 2006 Ketchum expanded and strengthened its EMEA network with the addition of several new exclusive affiliate agencies. Magna Carta (RSA Agency of the Year according to Finsbury) in South Africa, Dubai-based TBWA\Raad in the Middle East and Geelmuyden.Kiese (The Holmes Report's "Nordics Consultancy of the Year") all joined the Ketchum network. Additionally, Ketchum broadened its coverage in Germany, opening a new office in Düsseldorf.

Public Affairs work is on the rise in Western Europe, and in response, Ketchum expanded and strengthened its public affairs offering in the EMEA region. Ketchum entered into a joint venture with Lenci Consulting in Spain (October) and formed Ketchum Lenci Public Affairs. Under the leadership of José Ramón Caso, former Secretary General of the Spanish political party CDS, a Member of Parliament for Madrid and vice president of Congress and EuroMP, Ketchum Lenci provides support and advice on regulatory issues in Spain. Ketchum also has successfully collaborated with sister agency GPlus, one of the most respected EU political communications specialist agencies in Brussels, on a number of accounts. This relationship gives Ketchum and its clients access to public affairs expertise across a wide range of European industry sectors, trade associations and governmental bodies

Asia Pacific
Ketchum identified an outstanding partner a decade ago and today Ketchum Greater China provides clients with the resources of 7 offices, offering extensive geographic reach throughout the region. From the "Big 3" of Beijing, Shanghai and Hong Kong, to the western China gateway market of Chengdu. Ketchum gradually scaled its operation in tandem with growing client demands. Today, a long list of clients engage the agency throughout Greater China, including Best Buy, Boeing, Eaton, FedEx, Kodak and Wyeth. Chinese companies have become increasingly active and sophisticated users of public relations - particularly in the run-up to the Beijing Olympics in 2008 - and Ketchum handles a blue-chip list that includes the China National Off-Shore Oil Company (CNOOC), China Construction Bank, and Sinochem. A Ketchum 2006 business highlight, and a further reinforcement of China's prominence in the global PR mix, occurred in December when two global companies held decisive global pitches at exactly the same time in Beijing. Ketchum mobilized distinct global teams and was awarded both assignments which feature extensive work throughout China and the rest of the world. Beyond Greater China, Ketchum maintains long-standing affiliations throughout the Asia-Pacific region with strength in Japan, Korea, Singapore and the emerging market of Vietnam. Ketchum will focus primarily on India in 2007 and forecasts dramatic business growth there from its existing clients and Indian companies.

Latin America
The "B" in Ketchum's BRIC strategy, Ketchum Estrategia in São Paulo, is competing for market leadership, handling network and local clients that include: Amanco, Boehringer-Ingelheim, Cadbury Adams, Dow Chemical, FedEx, Procter & Gamble and Visa. In addition to Brazil, Ketchum Argentina frequently plays a central role in multi-country client work, and the network is completed by long-time exclusive affiliations in priority countries including Peru, Chile, Venezuela and Colombia as well as in Central America.

How many practice areas do you have? Please list.
Ketchum has five global practices - Brand Marketing, Corporate, Food & Nutrition, Healthcare and Technology - that are part of the agency's core strategy. Special areas of expertise include: Issues and Crisis Management, The Washington Group (lobbying and public affairs), eKetchum (new media solutions), Ketchum Personalized Media, Women 25to54 (marketing to women), Ketchum Entertainment Marketing, Ketchum Sports Network, Ketchum Corporate Social Responsibility, Communications Training Network, Concentric Communications (experiential marketing, events and meetings), Multicultural Marketing, Research and Measurement, Communications & Media Strategy Network and Stromberg Consulting (change management and workplace communications).

Which ones are new? Of those, which ones are part of the core strategy of the agency?
As popular culture increasingly influences brand perceptions and as the media landscape fragments further, marketers are continuously considering and employing new and innovative ways to connect with their audiences. Building on Ketchum's leadership as one of the first agencies to create an entertainment-marketing division, Ketchum acquired Entertainment Marketing Partners (EMP), a leading boutique entertainment-marketing firm, further bolstering Ketchum Entertainment Marketing's core capabilities, offering a one-stop shop within the entertainment world.

Ketchum also built on its array of Ketchum Personalized Media offerings. In 2006, as blogs, podcasts and search engine optimization became "table stakes" tools for communicators, Ketchum added new media experts in a number of offices to offer clients an unparalleled level of expertise, and developed new media measurement tools, such as ChatTrax, which monitors blog usage and effectiveness.

Building on its foundational research in 2005 on "Women 25to54", Ketchum in 2006 explored different life-stage segments among women aged 25-54 to understand what they think across key industry and product categories. Ketchum found that these women manage their time by "CROPing" - a term coined by Ketchum that describes how they get the CRedible OPinions of trusted sources before they make buying decisions. This finding is proving critical to marketers eager to determine what influences these women.

Ketchum also created Emanate, the first Ketchum spin-off in the agency's 83-year history. Emanate offers an entirely new communications approach for clients by emphasizing PR techniques that fuse emotional insights with community behavior to create advocates or brand champions. The new agency has executed a number of creative and effective programs for high profile clients, including Embassy Suites, Bank of America, Panera Bread and others. With this great momentum, Emanate is in the process of opening its second U.S. office.

Which practice areas have been phased out in the past year?
Ketchum has not phased out any practice areas during the past year.

What practice areas showed the most growth? Which practice areas showed the least growth? Please elucidate.
Ketchum's Global Practices showed strong growth across the board. Several of its Global Practices partnered on various projects including the Brand and Technology Practices' collaborative work with Kodak and the Food & Nutrition and Healthcare Practices' work with Kellogg. Within the agency's five Global Practices the agency has developed centers of expertise in areas such as organics, energy, and financial communications.

Ketchum's Corporate Practice saw robust growth in 2006 with new business wins such as the Russian presidency of the G8, the Louisiana Recovery Authority, Direct Energy, Towers Perrin and new assignments with existing clients such as Nokia and Cadbury. The practice also hosted a pre-midterm election event in New York City where clients could listen to Washington insiders discuss what the election outcomes might mean for their business and the nation.

The Global Brand Marketing Practice continues to be a strong point within the agency. 2006 saw new accounts with IKEA (already a client in Ketchum's Madrid office), 3M NexCare, Weight Watchers, Carnival Cruise Line and Dyson. The practice also conducted additional research and issued findings in support of Ketchum's Women 25to54 offering.

In 2006 the agency saw much intersection between food, nutrition, brand and healthcare with overall wellness having great import with clients such as White Wave Foods and Kellogg's. The practice launched a new offering - WellPositioned - that provides research, counsel and understanding of how companies can position themselves in the age of wellness. It also held a two-day training session on organics for agency colleagues and clients. Building on its wellness capability, Ketchum hired Dr. Cathy Kapica from McDonald's Corporation as vice president and director of global health and wellness in early 2007.

The Global Healthcare Practice showed strong growth in London and Washington with new business wins such as Solvay, GlaxoSmithKline, Wyeth and Procter & Gamble. David Gallagher was appointed as senior counselor and chair of the Global Healthcare Practice. Ketchum also named new regional leadership for the Healthcare Practice; Nancy Hicks was appointed to lead the North America practice and Avril Lee was named the lead of the EMEA Healthcare practice. Susan Newberry was appointed as director of the Washington, D.C., Healthcare practice and Amy McCarthy was named director of the New York Healthcare practice.

Ketchum realigned its Global Technology Practice, naming Esty Pujadas as director of the practice and launching Tech 360, an initiative that integrates Ketchum's technology expertise with the agency's public relations and marketing communications skill sets in four business areas: consumer, business-to-business, healthcare and wireless. The Tech 360 program combines specialists from Ketchum's Brand Marketing, Healthcare, Corporate, and Food & Nutrition practices with Technology Practice members to create customized teams of experts that provide tailored communications services for convergent marketplaces. This initiative reinterprets the critical role technology plays across sectors.

The breadth and depth of the agency's media work grew in 2006. Ketchum formed the Global Communications & Media Strategy Network (CMSN), a group of 60+ media strategists around the globe, and appointed Nicholas Scibetta to lead it. The CMSN is comprised of both traditional and new media experts, and along with account teams the CMSN has achieved stellar programs for clients during the year. Examples of some of the agency's new media work include a Super Bowl half-time flush for Scott Tissue, a Dr. Laundry blog for Clorox, an educational Web site for Aetna, podcasts for the French Army, a "CRASH the SUPERBOWL" program for Doritos and mobile marketing for Ikea in Spain.

What is the distribution of accounts across practice areas?
The agency's distribution of accounts across practices is fairly even with the Corporate, Brand Marketing and Healthcare practices leading with the Technology and Food & Nutrition practices following closely in size.

What key account wins did you have in 2006? If based outside the US, or are global, please state regions.
A few of the agency's significant wins include: Beam Global Spirits & Wine (U.S., Mexico), Cadbury Schweppes (corporate, 7UP, Cadbury-Adams agency of record) (U.S.), Carnival Cruise Line (U.S.), Direct Energy (U.S., Canada), Dyson (U.S.), GlaxoSmithKline (U.S.), Gucci (EMEA), IKEA (U.S.), Kellogg's (U.S.), Korn/Ferry International (U.S.), Louisiana Recovery Authority (U.S.), Martek (EMEA), Mo Ibrahim Foundation (U.S., EMEA), Olympic Paint & Stain (U.S.), Procter & Gamble (Fairy, Oral B, Flash and others) (U.K.), Russian Federation G8 Organizing Committee (global), Solvay Pharmaceuticals (EMEA), Time Warner Cable (U.S.), Towers Perrin (global) and Weight Watchers (U.S.).

Of your 2006 wins, how many were across three or more countries?
Ketchum has seen an overall growth in global assignments, whether originating from existing clients such as Best Buy and the World Economic Forum or arriving as new business opportunities. Indeed, many of the previously listed new accounts such as Gucci, Mo Ibrahim Foundation, the Russian Federation G8 Organizing Committee and Towers Perrin are multinational assignments.

What key accounts did you lose in 2006? If based outside the US, or are global, please state regions.
Ketchum did not actually lose any of its significant accounts in 2006, but did transfer one large account, Cingular Wireless, to a sister Omnicom agency as part of Cingular's merger with AT&T.

Did you expand any existing accounts into new domestic or international markets or sectors? Please elucidate.
Among Ketchum's top 20 clients, 15 expanded into new domestic and/or international markets. Examples include ConAgra, Direct Energy, IBM, Kodak, Nokia, Procter & Gamble and Roche.

What proportion of your clients are on a retainer? Has this changed over the past year?
Agency declined to give information.

What was your 2006 global (including US) revenue?
$200 million - <$300 million

What was the % change over 2005 global revenue
Agency declined to give information.

What was your global profit margin in 2006?
Agency declined to give information.

What was your 2006 US revenue?
$100 million - <$200 million

What was the % change over 2005 US revenue
Agency declined to give information.

What was your US profit margin in 2006?
Agency declined to give information.

Did you experience top-line or bottom-line growth in the past year, or both? Please elucidate.
Unfortunately, due to Sarbanes-Oxley, we are not permitted to disclose this information, but suffice it to say that top and bottom line, it was the best year in the agency's 80-plus year history.

How much of your growth was organic, and how much was due to new business won?
Ketchum's growth was very balanced between organic client growth and new client business wins.

How did your performance, in terms of revenue and growth, meet expectations you had for the year?
Unfortunately, due to Sarbanes-Oxley, we are not permitted to disclose specific financial information. However, the agency met all of its financial objectives for the year. As mentioned above, Ketchum won 163 new assignments; expanded 15 of its top 20 accounts into new domestic and/or international markets; and retained all but one of the agency's top 35 clients.

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