Ketchum

Austria, Belgium, Germany

Ketchum’s brand footprint in Europe is somewhat reduced these days, with markets such as France, Italy, the Netherlands and Spain now operating under the Omnicom Public Relations Group banner, but the firm maintains high-quality operations in Belgium (where it focuses on the local PR market rather than the EU public affairs sector), Austria, and Germany, with offices in Berlin, Dresden, Dusseldorf, Frankfurt, Hamburg, Munich, and Stuttgart.

Last year was marked by challenges—the geopolitical climate, continued economic uncertainty, and the proliferation of disinformation—but also by progress, as Ketchum doubled down on some areas of impressive thought leadership. In the corporate reputation arena, it showcased an approach based on building deep relationships, trust, and greater resilience, while also publishing a “Next Generation Crisis Leadership” study. On the artificial intelligence front, meanwhile, the firm has been focused on tools to combat fake news and disinformation, and on the role AI is playing as a “gatekeeper for the 5th generation,” taking the place of traditional media and influencers. Another publication, a “Playbook for data-driven brand management and corporate reputation in the age of AI” addressed some of the ethical and societal issues associated with the technology.

The firm’s work across Europe is underpinned by its EPIC methodology (Excellence as the standard; Partnering for progress; Intentional impact; Consistent class act) and has been producing consistently creative work. In Belgium, the firm worked with adidas to create a change strip for the Belgian national team, echoing the colour scheme made famous by another national icon, Tintin. In Austria, Ketchum worked with UNICEF, positioning the body as the number one relief organization for children in need via an integrated campaign. In Germany, it supported Braun with #ShaveForever—an event billed as “the most boring livestream,” which helped connect the brand with the Twitch community. 

The firm continues to build toward a “One Ketchum” culture across the three continental markets and its UK office, with the German operation leading the way in many respects, from leadership development to creating an LGBTQ-friendly workplace (ranked among the top three employers in the country), but all the European offices have team-building, professional development, and values-driven initiatives for their employees.

The payoff for all this was impressive: Ketchum’s European operations have grown by 28% over the past five years.—PH