NEW YORK: Ketchum has partnered with Omnicom Group marketing research agency The Modellers on an analytics offering that aims to qualify dollar-value ROI from PR initiatives for clients.
The platform will help companies maximize the effectiveness of their programs and determine the portion of their budgets that should be allocated to PR, in comparison with other marketing disciplines, the firm said in a statement. Ketchum will also provide client counsel on issues such as messaging and audience and influencer targeting.
The partnership will be led by David Rockland, partner and MD of Ketchum global research and analytics; Mary Elizabeth Germaine, SVP of Ketchum Global research and analytics; and Jeff Brazell, CEO of The Modellers.
For the past few months, Ketchum and The Modellers have worked together on projects for clients such as the Leukemia & Lymphoma Society.