About AnnWool

Ann Wool is a Partner and President of Ketchum Sports & Entertainment and Ketchum Influencer. Ann counsels clients around the world on high-profile campaigns that build and protect brand reputation through sport and entertainment. A veteran of 13 Olympic Games and countless award-winning campaigns, she has been integral to some of the most influential moments in sports and entertainment marketing. For Ketchum Influencer, Ann created an agency wide approach to working with influencers of every level, including evolving technologies the agency uses and establishing a rigorous identification, vetting, partnership, content co-creation and evaluation model for every campaign that utilizes influencers. She is often quoted in influential media and was recognized by Sports Business Journal in 2012 as a Game Changer in sports and by PR Week as part of the Champions of PR in 2016.

Author Archive | AnnWool

The Next Decade of Olympic Host Cities: A Path Paved with Gold

With the Olympic Winter Games officially drawn to a close, there’s scarcely a person in the world who consumes any type of media that doesn’t know the name of the latest Olympic host city of PyeongChang, South Korea. Images of the world’s greatest athletes shredding, jumping, racing, and spinning across the Korean ice and snow have reached billions. The local culture and customs have been showcased and spectacular new hotels, roadways and a high-speed train connecting the airport on the western coast to Seoul, and then the mountains and the eastern-coast resorts, has been put through their paces by thousands of visitors.

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Why Musical.ly is the Next Big Hit for Influencer Relations

Just when you think the world is thoroughly saturated with a social network catering to every conceivable group, along comes Musical.ly roaring onto the scene with a simple format that appeals uniquely to Genzennials.

Think the hottest hits in music coupled with a simple method of delivering selfie lip-syncing videos that you can comment on to your community. That’s about it! It’s described as, “the world’s largest creative platform.”

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The Influencer Relations Gold Rush: How to Find a Nugget

The 1848 discovery of gold in a hitherto sparsely populated part of the world called California sparked one of history’s classic gold rushes. Gold fever brought thousands of migrants to the region, saw entire gold mining ecosystems spring up almost overnight and set California on a new trajectory.

Fast-forward 168 years and another type of gold rush is in full swing. This time in a hitherto under-populated part of the communications industry called influencer relations. Once again entrepreneurs are flooding in, new ecosystems are popping up, and the historical status quo looks sure to be disrupted – as PR, digital and advertising firms all seek to own this expertise.

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Ketchum Influencer: A more evolved global approach to influencer relations

As companies everywhere embrace influencer relations, many face the same question – how do you combine the art of co-creating brand storytelling with the science of delivering hard data to select influencers and measure real business results?

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Our View From Inside the Olympic Games Bubble

Even though this is my 13th Olympic Games, each experience is unique. I’m proud to be here with a record number of Ketchum colleagues on-site from 10 cities around the world (and our partners at MMC) to staff six different client programs.

We’re managing everything from press events to athlete services. We’re in the Olympic Village, we’re in the sponsor parks, we’re in the main media centers. While you’re seeing beautiful coverage in your home countries around the world, here is what the view inside the bubble looks like from an insider’s point of view! (click to tweet).

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Influencer Relations Has Officially Made it to High School

As with every new marketing discipline, it takes a few years of trial and (sometimes epic) error before the training wheels are cast aside, and it’s ready to be part of the core communications mix. After attending VidCon 2016 in Anaheim last week, I can say, with confidence, influencer relations has basically hit high school—finding its place in the world and doing so with more discipline. It has grown into a bright, intelligent, creative and more calculated instrument in the marketing toolbox. Amid the brilliant, creative and highly effective creator/brand partnerships, there are still some that make you scratch your head, but that’s high-schoolers for ya!

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A Tale of Two Cities: Sochi and New York/New Jersey

Super Bowl XLVIII and the start of the Sochi 2014 Olympic Winter Games are just five days apart: one in New York/New Jersey, and one in the Black Sea resort city of Sochi, Russia. In the PR world, this presents us with a collision of epic proportions to manage as we juggle numerous simultaneous projects.

As a sports marketing professional, I can say for certain that the adrenaline my team is feeling right now is not so different from the world-class athletes who are gearing up to take their place on the world’s stage. The same is true for many major brands and corporations that are sponsoring these events – something they likely have been planning for months or even years. Each city is poised to welcome the global attention and the incredible excitement of the greatest athletes in fierce competition at the pinnacle of their careers.

Here’s a look at some of the interesting comparisons:

This post first appeared on PRWeekUS.com.


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