“All we will actually do is promise that we’ll make progress,” mentioned Jim Joseph, Ketchum’s U.S. CEO and world chief advertising officer. “Each single day, we will promise progress for our groups as a result of, after they come to Ketchum, they’re going to develop [and] they’re going to be taught. We are able to promise progress for our shoppers as a result of we’ll progress no matter it’s that they’re attempting to maneuver ahead. And that may be a life like, humble and empathetic promise to make.”
Joseph was the visitor on Aug. 24 for Methods & Techniques Live, PRSA’s month-to-month livestream on LinkedIn that delves deeper into matters coated in its award-winning publication, Methods & Techniques. As Joseph mentioned in a bit for the August challenge, Ketchum, a number one communications consultancy, is celebrating its 100th anniversary this 12 months.
To mark the centennial, the corporate is refreshing its model with a brand new brand that reads “We’re Ketchum,” with the subhead “Progress at Work.” On the left of the brand, the ahead slant of the uppercase “Okay” conveys motion, Joseph mentioned.
John Elsasser, editor-in-chief of Methods & Techniques and host of S&T Stay, requested Joseph how Ketchum’s new brand symbolizes the corporate’s dedication to variety, fairness and inclusion (DE&I).
“There’s a very refined equal signal within the ‘E,’” Joseph mentioned. “We did that on objective to point out our dedication to equality, to variety, fairness and inclusion. Irrespective of who you’re, you possibly can come to Ketchum, and you’ll be your self. We wished that to be in our branding, as a result of it’s in our being. Each time that you simply have a look at our brand, you see that we stand for fairness.”
Refreshing your model
“I personally love branding and advertising, and all of us love Ketchum,” Joseph mentioned. “It was a labor of affection to rethink the branding and the way we go to market.”
Amid all of the modifications that society has undergone over the past three years, “we realized that our trade — what our shoppers want, how we have to enchantment to our staff — has radically modified,” he mentioned. “We had to consider what we stand for, what we promise and what we provide to all of our stakeholders, internally and externally. Therefore, the will to refresh the model, to make it related for the world wherein we now function. That’s how we landed on ‘progress.’”
As a part of Ketchum’s centennial celebration, the company launched its “100 Acts” program. Ketchum is encouraging all of its staff, “individually or as a group, to do one thing to provide again to the group, to a corporation, to the world — no matter that is likely to be,” Joseph mentioned. “For instance, we’ve been serving to New York Metropolis Pleasure with their social channels. That was considered one of our 100 Acts.”
With regards to refreshing a model, “Except you’re searching for a wholesale change, which hardly ever occurs, begin with who you’re,” he mentioned. “Don’t stroll away from that. Simply decide a refreshed strategy to categorical it.”
You’ll be able to watch the playback of the dialog on LinkedIn.
