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Ketchum Inc launches fashion interactive 2.0

08
Aug '07
Ketchum a leading marketing and corporate communications firm, announced a new apparel marketing initiative, Fashion Interactive 2.0. Led by fashion marketing innovators Roy Edmondson and Jeff Danzer, this offering provides a unique combination of traditional and nontraditional marketing tools to the apparel business.

Taking its cue from Web 2.0, Fashion Interactive 2.0 combines traditional marketing communications with new media tactics that harness the power of social networks, blogging, online relationships, word-of-mouth and experiential marketing.

Edmondson, Senior Vice President, Global Brand Marketing Practice, and Danzer, who joins Ketchum to launch this offering as Vice President and Group Manager, Apparel, will direct communications campaigns designed to reach and engage today's digital consumers.

Using Ketchum's newly developed proprietary program that proactively harnesses the power of social networks, such as MySpace and Facebook, the group will provide a completely measurable communications platform that encourages consumers to become brand evangelists as never before.

Fashion Interactive 2.0 also will utilize the powers of the agency's global resources, including its interactive capabilities and Ketchum and Omnicom Group's word-of-mouth marketing firm, Zócalo Group. The initiative aligns with the agency's work with European beauty and fashion clients.

“Roy and Jeff have proven success at enhancing relationships between brands and their target consumers. In the changing media landscape, they will be able to help brands harness the power of interactive media while strategically aligning programs with traditional tactics to create brand ambassadors,” said Barri Rafferty, Partner and Director, New York.


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