FedEx Panda Express Takes Flight

FedEx Panda Express Takes Flight

FedEx carefully shipped pandas from China to zoos in Edinburgh and Paris on the FedEx Panda Express. Generating an estimated audience of 2.9 billion viewers and over 2,850 media clips, Ketchum and FedEx leveraged the shipments to expand brand identity in a highly visible, consumer-friendly way.

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The Scoop on Mobile App Promotion and App Store Optimization (Part I)

A[[ Store Icon

Part 1: The Lay of the Land–App Discovery

Developing and launching a successful mobile app can become (and inevitably will be) a complex and laborious process. In what will be a four part series of blog posts, I’ll attempt to identify common mistakes, demystify popular platforms, and educate with recent data…all so we can better understand the latest trends and best practices available when releasing an app into the marketplace.

Most people don’t realize how challenging it is to market a smartphone/tablet app. Some brands think they need a mobile app because their competitors have one, or because it’s new sexy thing. In many instances, however, a mobile-friendly (responsive) website would be the easiest way for their target audience to find brand content while surfing on their phones.

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6 Steps Corporate America Must Take To Achieve Gender Parity

As seen in Forbes…

Thousands of articles, research papers, leaders, and experts have attempted to tackle the issue of corporate America’s serious lack of equal or near-equal representation of women at senior leadership levels. Yet effective solutions remain untapped for many thousands of organizations here in the U.S.

I remember sitting on the phone earlier this year with three HR heads (each in a different country) of a large, multinational information services organization, as they were exploring hiring me to offer leadership training to their female workforce.  Before we went any further, I asked, “Where in the pipeline are your emerging female leaders falling out, and why is it happening?” and there was dead silence on the phone.

No one, even at these top levels, knew the answer, and the organization had no plans to find out.  Discouraging to say the least. Leadership coaches and trainers like myself know that throwing a leadership training program “over the fence” to women isn’t going to move any needle if the organization isn’t seriously and continuously engaged in and committed to business and HR strategies that support more women to leadership.

There are certainly no simple answers or quick fixes for this challenge. It is complex and multi-faceted, touching on cultural, neurobiological, societal and gender role factors.  Easy or not, we need to continue our search for manageable, measurable and executable approaches that will open the pathway for equal representation of women at the top of both political and business affairs in our country (and world).

To explore this issue from a fresh perspective, I was excited to catch up with Ms. Barri Rafferty, North American CEO of Ketchum Inc. – one of the largest and most geographically diverse PR agencies in the world.  A member of the sustainability taskforce of the World Economic Forum, Barri is the first female North American CEO in Ketchum’s 90-year history, and one of the highest ranking female executives within the holding company Omnicom (NYSC: OMC), which netted revenues upwards of $14.6 billion in 2013. In her current role, Barri leads Ketchum’s nine offices in North America as well as Ketchum Digital and Ketchum Sports and Entertainment.

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6 Ways You Can Be More Assertive in the Workplace

As seen in Self Magazine…

It can be intimidating (to say the least!) when it comes to sharing your ideas with colleagues and higher ups — especially if you are someone who is on the more introverted side. The good news: you don’t have to change your personality in order to have your voice heard.

We caught up with Sara Garibaldi, SVP, Director of Brand at Ketchum — who was also recently listed on PR Week’s 40 under 40! — to get her tips on how to better assert yourself in the work place.

“Nobody expects you to be someone you’re not, so don’t change your personality,” says Garibaldi. “However, as you advance in your career (in some fields more than others) being vocal in meetings, sharing a valuable opinion and ensuring it’s heard and even being social with colleagues and clients, exudes confidence, assertiveness and gives them a better glimpse of who you really are.”

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Evolution of the PR Man/Woman

Public Relations (PR)

I recently spoke to a group of students visiting Ketchum’s London office about the evolution of the Public Relations industry and potential career paths within the field. This post is intended to share similar insights for other budding PR students looking to plot their careers in our fast-changing industry.

The world of PR has changed a lot in the last century, as have the creatures that inhabit it.

Originally, PR man – and they were almost exclusively men – were former newspaper journalists.  They had connections with reporters and editors, they knew what news was, and they understood the power of a headline long before anyone talked about ‘earned’ media or integrated marketing.  Clients hired them to promote products with ‘free’ publicity or, in the event of a problem, to keep their names out of the paper.

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The World Cup: The Greatest Party of Soccer and Brands

2014 World Cup

Since 2007, when Brazil was announced as the host country for the 2014 World Cup, I (as a Brazilian and a soccer fan) longed for the opportunity to watch a World Cup match of the Brazilian team in my home country. The World Cup, first and foremost, is a celebration of the most popular sport on Earth. Soccer fans gather by the millions and represent a full spectrum of ethnicities. They collectively share more than just a sport, but a passion. And like any other passion, say art or sport, its emotional, and personal and hard to explain. There are no people more passionate than Brazilians when it comes to soccer – at least, we love to think so. During the World Cup, even the most indifferent of Brazilians became fanatical supporters. As proof of concept, on the days Brazil played, it was commonplace for companies to give time off to employees and local governments to enact “holidays.”

The dust has now officially settled. Streets, once jammed with cars, are now deserted. Bars, once teaming with people from around the globe, have now returned to local hangouts. To provide my American friends with some context, imagine the Super Bowl, during the summer, stretched out over an entire month.

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