NEW YORK —  Ketchum has struck a strategic alliance with Zito Partners that aims to bolster the PR firm's financial communications and financial services counsel.

 Ketchum Zito Financial, which will sit within Ketchum New York's financial practice, tap into Zito's expertise in financial communications for transactions, earnings, restructurings, turnarounds, proxy solicitation, investor relations and crisis situations.

In addition, the group also will provide positioning related to a full array of financial services institutions, including asset managers, alternative asset managers, banks and non-bank credit providers.

On selected client engagements, the Ketchum Zito team will combine Zito execs with Ketchum’s specialists, including SVP and head of financial communications Marc Drechsler; investor relations SVP David Allanl and media relations SVP A.J. Goodman.

As executive vice president of the New York Stock Exchange and a member of its Management Committee, Zito founder Bob Zito contributed to building NYSE into one of the most respected brands in the world. Before joining the NYSE, Zito was Sony’s vice president of corporate communications, spearheading the effort to rebrand the company as a global entertainment leader following Sony’s acquisitions of CBS Records and Columbia Pictures. Later, he served as chief communications officer and a member of the management committee for Bristol-Myers Squibb before forming his own firm in 2010.

“As a former Ketchum client, I have long been impressed by the talent and loyalty of the firm’s senior leadership,” said Zito. “My interest in forming this partnership is based, in large measure, on existing relationships with the very people I have known and trusted for years and whom I have seen firsthand offer exceptional guidance and support to clients.”