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Introducing Ketchum Greater China

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joe tong

on 16 October 2013

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Transcript of Introducing Ketchum Greater China

Introducing Ketchum Greater China
By numbers
Amongst the largest and
most geographically
diverse agencies in the world
Recognition in the most prestigious award schemes around the world as amongst the best in the industry
Nearly 3,000 consultants
Presence in 68 countries,
130 cities
Recipient of the Most
Awards in
Industry History
Working for
33 of the 100
Best Global Brands
Celebrating 90 years
in 2013
PR Week 2012
Agency of the
Year for the
6th time
Part of Omnicom (NYSE: MC)
collaborating with other disciplines
to deliver strategic and creative
Corporate Positioning
Reputation Management
Issues/Crisis Management
Public Affairs
Strategic Philanthropy
Corporate Social Responsibility
Sponsorship Communications
Employee Communications
Media monitoring
Measurement and evaluation

Communications strategy
Messaging development
Brand positioning
Brand marketing
B2B/B2C engagement
Product / service launch
Trade shows / exhibitions
Consumer education
Media relations
Analyst relations
Digital communications
Regional communications coordination

Our service offerings

Core team and specialty services


Design &







Stakeholder relations




Core Team


The clients we keep

In Greater China since 1980
Award winning teams
Tier 1 and Tier 2 coverage
150+ practitioners
Local / global experience

Collaborating daily
for pan-regional success

APAC HQ: Ketchum HK
Seamless Affiliate Network Covering All Key Markets:
Australia: ICON International Communications
Greater China: Ketchum
India: Ketchum Sampark PR
Indonesia: ICON International Communications
Korea: Ketchum
Japan: Hakuhodo
Malaysia: ICON International Communications
Pakistan: Corporate & Marketing Communications
Philippines: CID Communications
Singapore: ICON International Communications
Thailand: 124 Communications
Vietnam: All Rivers PR

Asia Pacific network

Gold Award – Multi-Country Communications
Silver Award – Publicity Stunt
Finalist – Integrated Marketing
Finalist – Corporate Image
Finalist – Financial Communications
Finalist – Financial Services Sector
Finalist - Food & Beverage Sector

Bronze – Best Use of Media Relations

PR Week Asia Pacific Awards 2013
Corporate Branding Campaign of the Year: Honorable Mention
Financial Communications Campaign of the Year: Certificate of Excellence
Finalist: Promotional Activity of the Year
Finalist: Technology Campaign of the Year

Marketing Magazine Agency of the Year Awards 2013
Best Idea: PR/Media Relations
Best Idea: Events
Finalist: Best Use of Integrated Media
Finalist: PR Agency of the Year


Construct compatible teams
Consistent, highest standards of client service, regardless of geography and any other borders or barriers
We are not in country, but OF country
Holistic approach - no silos allowed
Grounded POV based on research and insights
Continuity of service, know-how, company understanding

for providing
world class service
Why choose Ketchum?

The Holmes Report Greater China Consultancy of the year 2011
The only international professional agency with continuous, integrated management across Greater China
The only agency with 30 years of consistent leadership in Greater China
Full-spectrum expertise in corporate branding, media and government relations, event management and CSR initiatives.
Unrivaled network of professionals and strong local presence
Solid track record working with multinational, Asia regional and domestic Chinese corporations
Experience in handling clients on a local, regional and global basis
Growing Asia Pacific network
Committed to developing long-term client relationships
Boeing - since 1986
FedEx - since 1994
Kodak - since 1996
Applied Materials - since 1998
CNOOC - since 1999


Food & Nutrition


Brand Marketing

Five practices

Focus Areas:
Corporate Positioning
Reputation Management
Issues/Crisis Management
Public Affairs
Product/service launches
Strategic Philanthropy
Corporate Social Responsibility
Sponsorship Communications
Employee Communications

Over 100 dedicated counselors around Asia Pacific
Expertise for multinational and local companies

Corporate Communications
Focus Areas:
Roadshows / Analyst meetings
Investor relations
Financial results
Corporate restructuring
Media training
Investor Perception research

A partner of choice in communications for
blue chip multinationals and Chinese enterprises
Global network reaching investors around the world
Integrated teams in Greater China with local experts in finance, media relations and investor relations

Financial Communications

Focus Areas:
Brand positioning
Brand marketing
Consumer engagement
Product / service launch
Trade shows / exhibitions
Consumer education
Experiential events

Creative leverage for consumer,
promotional and marketing activities

Brand Marketing &
Lifestyle Practice

Focus Areas:
Consumer technology
Corporate positioning
Influencer relationship management
Analyst relations
Brand marketing
Trade show support

200+ specialized professionals worldwide
with over 20 dedicated consultants in Greater China.
Dedicated Influencer Relations Management program with key relationships in place with IDC, Forrester Research, Gartner, Yankee Group and Meta Group

Technology Practice

Regional Communications
Strong local presence
Owned and affiliate network across 25 cities in APAC established over the past 20 years,
including tools and processes to ensure consistency of approach

Experience in handling clients on a regional basis
Current and past global retainer clients include Applied Materials,
Kodak, FedEx, Nokia, Siemens Network, P&G, United Airlines, etc.
Current and past Asia Pacific retainer clients include AT&T,
CNOOC, Gazprom, Hilton, etc.
Current and past Greater China retainer clients include
Mc Donald's, Lens Crafters, Lufthansa, Sofitel, GP Batteries, etc.

Scope of work includes:
Network management for client and Ketchum affiliates/offices
Alignment on corporate/regional strategies and quality of deliverables
streamlining of coordination and ongoing progress tracking/reporting
Strategic input on cross-market communication leverage and idea pollination

A global dedicated team with both traditional public relations expertise and online talent to provide brands with integrate digital solutions that authentically engage, inform and entertain consumers and stakeholders.
Focus Area
Issue management
Blogger and BBS outreach
Social networking stile campaigns
Search engine optimization strategies
Mobile marketing applications
Content development
Webisodes and viral videos
Field production and editing
Corporate messaging and script development

Community relations and cultural programs for

More than 20 in-house senior consultants with extensive experience in cultural and community programs throughout Greater China and Asia Pacific

Support includes:
Design policy and procedure manuals (Schroeders, FedEx, etc.)
Evaluate donation opportunities (nearly all clients)
Create stakeholders map develop stakeholders dialogue sessions (Visa, Nissan, etc.)
Publicize and support charity programs (McDonald's, P&G, etc.)

Extensive experience in media training sessions for all levels of management
Corporate reputation management concept
Media handling skills
Issues & crisis management
Intensive mock interview with both print and electronic media
Digital & Business
Media Service
A true one stop service provider
Timely, accurate and development conventional media monitoring service
Premium mediaROI service for clients with special needs
An instant access system to capture timely business intelligence
A cost-effective news clipping database to manage all online and offline news
A comprehensive search engine to keep track of current and previous news
A unique analytical tool to compare performance against competitors
Web, blog and BBS monitoring capability
Research services via Ketchum Global Research Network
Issues and
Crisis Management
Issues and crisis management training
Unique Ketchum Global Issues & Crisis Network
Preparation, training, simulation, and onsite counsel and handling
Unique Executive Crisis Management Academy
Dumex - Crisis response plan
International Nutrition Company Crisis - Communication counseling and on-site support
Heinz - Baby food crisis in Hong Kong, Taiwan Singapore/Malaysia
Lee Kum Kee - 3-MCPD in soy sauces crisis in Hong Kong and overseas markets
FedEx, Sony Ericsson, Safeguard, Robust, Dachan - SARS eruption
Boeing - 737 crash in Shenzhen, China and MD 11 crash in Hong Kong
Singapore Airlines - Crash in Taiwan
Calvin Klein - counterfeiting in Hong Kong, China, Malaysia
Ketchum Crisis Spectrum (KCS)

Warm issue

Simmering issue

Hot issue

Potential crisis

Ketchum Issue and Crisis
Preparedness Process (KICPP)








Our Vision and Values
To give credible voice to incredible ideas
Attract and retain distinct talent
Advance our client-centered culture
Focus on results for our clients
Go beyond the obvious
Drive breakthrough communications
Full transcript