NEW YORK: Ketchum has named Paul Rand, president, CEO, and founder of the firm's digital and social unit Zócalo Group, to the dual role of chief digital officer, effective immediately.
In the newly created position, Rand is reporting to Ketchum president and COO Rob Lorfink. He will continue to lead Zócalo, while also managing Ketchum Digital and the agency's global digital and media networks.
Rand will have five direct reports: Andrea Wood, Zócalo partner and executive director; Debra Forman, partner and director of Ketchum Digital North America; Nicholas Scibetta, partner and director of the global media network; and Zócalo EVPs Emily Bader and Stephen Strong.
He will also work closely with Stephen Waddington, who leads digital and social media in EMEA, and Vivien Teo, digital strategy director for China.
With the “radical transformation that is continuing to occur, not only in the marketing-communications world, but in the PR world,” one of the objectives for Rand is to work with the firm and its clients to navigate through the evolution, he explained.
Rand added that making sure the agency understands the integration of paid, earned, shared, and owned media is a priority, as well as giving clients the content and resources they need to manage those channels.
Zócalo, which will continue to pitch for its own business, will work in a closer capacity with Ketchum than it has in the past so that staffers from each side can share resources for projects, said Rand.
Rand has worked at Ketchum since 2001, when the agency acquired Corporate Technology Communications, the Chicago-based firm he founded.
Before he launched Zócalo Group in 2007, Rand served as a partner and global chief development and innovation officer at Ketchum. He also previously held the roles of director of the technology practice and MD of Midwest operations at Ketchum.