CHICAGO: Morton Salt has named Ketchum its lead PR agency for consumer, corporate, and industrial PR after a search process that began in March.
The company consolidated its PR business earlier this year to optimize its overall communications approach, said Denise Lauer, director of communications at Morton Salt.
Having a lead agency “will help us achieve our goal of better integrating all of the work we do and telling the broader Morton story,” said Lauer, noting that “there are strong business synergies in having a lead agency.”
She said consumers mainly know the company for its table salt and its “umbrella girl” logo, but Morton Salt also produces salt for water softening, household and road de-icing, food processing, and chemical, pharmaceutical, and industrial uses. The company said in May that Christian Herrmann will become CEO of Morton Salt on October 1, when current chief executive Mark Roberts joins parent company K+S Group's board of executive directors.
As lead PR firm, Ketchum is charged with raising awareness of Morton's products and overall offerings. The firm will also support its external communications strategy at both the corporate and business unit levels, said Lauer.
“Immediate projects that we're looking at include a corporate…public relations plan, as well as various consumer brand PR programs,” she added.
Ketchum may also work on some digital engagement, Lauer said, but the company hasn't fully discussed the scope of social media and digital work yet.
Lauer said Morton Salt used a collaborative effort to select Ketchum.
“This was a really important decision for our organization,” she said. “We wanted to take the time to implement a cross-functional review of the agency partner candidates, so that our team here was fully engaged in the process and aligned to the outcome.”
Lauer declined to name the finalist agencies in the review or the firms Morton worked with in the past in the corporate or industrial spaces. The company has collaborated with Ketchum on a project basis in recent years with a primary focus on food and nutrition, she said.