Break through – two simple yet powerful words that articulate the new brand promise of Ketchum. Break through is an action-oriented rallying cry designed to unify the rapidly growing agency under a common belief system and shatter expectations of consumers, clients and competitors allowing it to compete on a different level.
Break Through is a fully integrated internal and external branding campaign developed by Ketchum entirely in-house following research among 270 colleagues and 40 clients and prospective clients from 13 countries. Ketchum’s previous brand promise, “Passion and Precision in Communications,” had served the company for the last decade.
The new campaign is being launched at a time of profound change in the communications industry and in the way people share and receive information. This shift recognizes the importance of constantly innovating new techniques for breaking through to global audiences that increasingly ignore ordinary approaches.
“Break through is more than a branding statement; it’s a constant reminder and challenge for us to break down traditional boundaries to communicate in ways that give clients a provable competitive advantage,” said Raymond L. Kotcher, Ketchum’s senior partner and CEO.
“To live up to the brand promise requires courage to ask ourselves and clients difficult questions, even when the answers might send us back to the drawing board. That’s what it takes to compete, not just in the public relations discipline, but across the increasingly blurred communications spectrum,” Kotcher continued.
To see how Ketchum delivers on its brand promise, why not check out our campaign mirror site on ketchum.com, or using the tab on our Facebook page.