Q&A with Foggies Large Agency of the Year Winner, Ketchum
January 16, 2020
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This year, we're taking you deeper inside our chapter award program, The Foggies, to learn more about the winners – what makes them tick, how their winning entry came about, how much work went into it, and more. Next up, please meet 2019 Large Agency of the Year winner, Ketchum. We sat down with Ketchum Partner, Executive Creative Director and SF Marketplace Lead, Sue Maloney.
Congratulations on your Foggies win! Tell us more about you/your team.
We were so delighted to be named large agency of the year at the Foggies! We represent the San Francisco marketplace of Ketchum and are a group of about 50 communications professionals working with clients in a variety of industry sectors including tech, food, CPG, wellness, purpose and retail.
Tell us about your winning campaign/entry. How did it come about, what were the highlights, how much work went into it, results, etc.
Well, we all know that SF is a very competitive market for PR/communications agencies and we are up against not only other large global firms but also boutique shops that sell on local expertise, niche focus, and often price. In 2018 Ketchum shifted from a regional P&L business model to an industry sector/specialists model which allowed us to be more competitive. The new structure has resulted in significant new business wins from clients who were impressed by Ketchum's depth of expertise and the mix of specialists we bring to the table. Clients like that they get niche industry professionals, local intel but can tap the power of the larger Ketchum network as well.
What does it mean to your team to take home this win? How will you celebrate?
Well there were quite a few of us who attended the Foggies ceremony last October, so we were able to celebrate live in the moment. But we quickly shared the win with our colleagues around the network (#Ketchumproud) and that trophy is displayed prominently in our San Francisco office. This win also made the 2019 highlights list for our final staff meeting of the year.
What should the Bay Area know about you/your team?
Ketchum is a global communications consultancy with a vibrant office located in the heart of San Francisco. Whether you are a potential client, partner or employee, check us out! Our advantage is our people. You’ll work with some of the smartest, most creative people in the business — not to mention some of the nicest. We live by a "no boundaries" vision and our four values: Curious, Brave, Inspiring and A Force for Good. In a market that so often prizes innovation over heritage, and fresh thinking over tenure, Ketchum has successfully disrupted its own business model, to the advantage of clients and staff alike.