KETCHUM Social Responsibility REPORT

Transcription

KETCHUM
Social
Responsibility
REPORT
20142015
table of contents
overview 04 // society 10 // world 18 //
community 21 // employees & workplace
26 // professional 29 // environment 32 //
KSR in pictures 34 // A world of good 36
2
Ketchum Social Responsibility Report 2014-2015
From Our CEO,
Rob Flaherty
We can change the world.
It’s a simple – yet
powerful – statement.
And it characterizes
the willing dedication
of Ketchum
employees around the
world who manage
and support Ketchum
Social Responsibility
(KSR), the global
platform that is the
manifestation of
our commitment
to corporate social
responsibility (CSR).
In this, our fourth biennial KSR Report,
we share a few of the countless ways
our people have strived to change the
world in 2014-2015 – one donation,
volunteer hour or pro bono activity at a
time. Collectively, Ketchum employees
are positively affecting the lives of
the world’s citizenry – through our
partnership with Room to Read, our
support for the World Economic Forum
and our service to numerous charitable
organizations in the countries where
we live and work.
But I am most touched by the impact
we are making through one-onone connections with families and
individuals who directly benefit from
much-needed meals, clothing or
school lessons offered through the aid
of a KSR volunteer.
KSR was originated and is driven
by employees who want to make a
difference. In the eight years since it
launched, KSR has grown by leaps
and bounds – culminating in 2015, a
record-setting year for the number of
offices and employees participating in
KSR Global Month of Service activities,
and other initiatives all year long.
In 2014, we conducted an internal
audit to gauge the effectiveness of
KSR and to solicit ideas for future
endeavors. The results are impressive
– nearly 75 percent of our offices have
KSR representation or committees,
and more than half have participated
in fundraisers or volunteer activities for
Room to Read.
What impresses me the most, though,
is their desire to do more. The audit
revealed several suggestions for more
Ketchum-wide involvement in social
and environmental initiatives, such as
more integrated approaches to waste
recycling and energy reduction, and to
focus more on employee health and
wellness programming.
Ketchum is one of the largest global
public relations firms in the world, and
we believe we have a responsibility
to contribute to our communities
and empower our colleagues to do
the same. Communications is what
we do, so a key aspect of our KSR
work involves using communications
to help improve the world – whether
lecturing at leading universities,
providing hands-on, real-world training
opportunities for fellows and interns, or
publicizing the important work of the
World Economic Forum.
Our world is evolving, and so too will
Ketchum Social Responsibility. As
we reflect on the good deeds of the
past two years, I eagerly await what
the future holds for this important
employee-led program. I am certain
it will continue to grow in size, scope
and impact.
We are changing the world.
Best regards,
3
overview
About Ketchum …
and Our Commitment to
Social Responsibility
The Ketchum story began in 1923, when George Ketchum
founded Ketchum Communications in Pittsburgh, PA.
Even though the agency started in the advertising
business, it quickly expanded to include public relations.
Now, more than 90 years later, our company has grown
into one of the world’s largest global public relations firms,
with a network of 2,500 employees staffing 78 offices and
60 affiliates around the globe.
As a leading communications agency, Ketchum has a responsibility to contribute
to our communities and empower our colleagues to do the same. Our belief is that
communications can play a central role in making the world a better place.
Ketchum’s promise is powerful but simple: We break through. Breakthrough ideas
are foundational to any successful program, and that extends to our corporate
social responsibility platform … Ketchum Social Responsibility (KSR).
“
Being a part of a global
community that appreciates the
importance of giving back inspires me
every day. I think it is very important to
give back to the community, no matter
what you do or where you live.”
Cecily Doonan (Corporate communications
coordinator, New York)
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CSR at
Ketchum is …
KSR
Ketchum Social Responsibility
(KSR) is the manifestation of our
commitment to corporate social
responsibility (CSR).
By nature, Ketchum employees are
service-minded, devoted to providing
our clients with strategic thinking
and tactical executions that drive
their communications and business
goals. That conviction has long
been apparent in the eagerness of
Ketchumites, worldwide, to support
charitable efforts to benefit their
communities and world.
Inspired by a core group of
employees who were contributing
their time, talents and money to
various non-profit organizations, the
company launched KSR in 2007.
Since then, our KSR leadership
community has expanded to more
than 100 employees worldwide and
collectively our colleagues have
donated tens of thousands of hours
and significant financial investments
(often, company matched) that
support people in need, communities
in crisis, environmental improvements
and other societal benefits.
5
Julie Ferriot Hines
Global KSR Director,
San Francisco
6
As the global director
of Ketchum Social
Responsibility (KSR),
Julie is responsible
for activating and
evolving Ketchum’s
corporate social
responsibility (CSR)
initiative and helping
drive implementation
efforts across all
Ketchum offices and
affiliates. She also
manages Ketchum’s
pro bono partnership
with Room to Read.
brand and are communicated
in the proper way to all relevant
stakeholders.
Julie reports to the Ketchum
Executive Committee and the
firm’s Chief Communications
Officer, a structure that signifies the
importance of this initiative to the
firm. It also ensures that all KSR
efforts have the full support of the
agency’s leadership, and that they
are consistent with the Ketchum
In her personal time, she has
volunteered with the Greater Bay
Area Make-A-Wish Foundation and
served as the founding co-chair to
the Young Professional Advisory
Committee, helping to generate a
strong volunteer and donor base
among individuals in the early stages
of their careers.
Since assuming her role in 2012,
Julie has lectured on KSR and the
importance of corporate social
responsibility before several
college audiences, including Tulane
University, Loyola University New
Orleans and the University of
Alabama.
Julie’s previous role within the
agency was Vice President/
Management Supervisor in the
Corporate Practice Group of
Ketchum’s San Francisco office. In
this role, she supported philanthropic
and CSR efforts for numerous clients,
including Liberty Mutual, Fireman’s
Fund Insurance Company, Clorox
and Dr Pepper Snapple Group. Her
nonprofit experience with Ketchum
includes the American Cancer
Society (California Chapter) and The
Moore Foundation.
KSR CHARTER & PRINCIPLES
CHARTER
“
KSR is
a global
community,
yet we can
provide specific
benefits to the
needs of our
own country.”
Sandra Uehara
(Human Resources
Consultant, São Paulo)
At Ketchum we believe we cannot succeed at business and ignore the world around
us, because our business is the world around us. Along with commitments to our
shareholders and business partners, we have obligations to the communities we
touch, the people we work with and society at large, and only in meeting all of
these can we consider ourselves truly successful. We respond to these constantly
changing and growing obligations as a global business network, as national and
local enterprises and as individual employees.
More than a project or a tagline, KSR is an ethos and a philosophy, animated by
efforts large and small to realize true success at every level of business in all parts of
the world.
PRINCIPLES
KSR activities are wide-ranging and designed to meet the specific needs of our
businesses globally. All KSR activities are based on a set of shared principles:
stewardship
Resources are precious and must be deployed judiciously.
collaboration
We can accomplish more together than separately.
initiative
Personal commitment is as important as corporate promises.
communication
Building trust is the core competence we bring to business and
societal responsibilities.
sustainability
We conduct our business in ways that are sensitive to the physical,
economic and cultural environments in which we operate.
leadership
We will lead our sectors, professions and markets through distinctive
and truly successful KSR activities.
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KSR POLICIES
To help achieve our
social responsibility
goals, Ketchum
established a set
of KSR policies
for both social
and environmental
issues. By sharing
them throughout
the agency,
our employees
understand and
actively engage in
the KSR process
year-round. We
also make these
policies available to
the general public
via https://www.
ketchum.com/.
SOCIAL
ENVIRONMENTAL
WORLD: As a global business
Ketchum is committed to applying
core competencies toward
international issues that support
sustainable growth and prosperity.
Ketchum has identified key issues and
applies global and local resources to
address them in collaboration with
leading organizations and businesses.
ENERGY: Ketchum businesses are
committed to operating local premises
with as much energy efficiency as
possible. Our businesses implement
local energy conservation policies,
including establishing annual energy
costs and goals for conservation.
COMMUNITY: Our businesses
are good neighbors and committed
to sustaining safe and friendly
communities for those who live and
work around us. Each year, Ketchum
businesses make time available for
employees to participate in community
improvement projects identified by
local management.
PROFESSION: As global leaders
in communications, we believe we
have important roles to play in the
professional associations and trade
bodies that set standards, establish
best practices and ensure integrity
in our professions. All partner-level
colleagues and other senior managers
are required to actively participate in
a relevant professional or business
organization of their choice. All
colleagues are required to complete
training and certification in ethical
business practices.
EDUCATION: We are committed
to employing colleagues who are
well-prepared for success in our
businesses. All Ketchum businesses
are required to collaborate with leading
university and education programs to
prepare future employees for careers
in our industry.
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GHG EMISSIONS REDUCTION:
Ketchum businesses are committed to
reducing the emission of greenhouse
gases, primarily through improvements
to local travel policies and practices.
Ketchum businesses are encouraged
to establish local travel policies and
adopt commuter support and carbonoffset plans where possible.
WASTE: Ketchum is committed
to reducing office waste in our
businesses worldwide through
use reduction, reuse and recycling
activities. Our businesses establish
local waste reduction/recycling
policies, including establishing baseline
reduction/recycling measures and
improvement goals on an annual basis.
PASSION FOR ACTION:
KSR AUDIT FINDINGS
KSR is an employeedriven platform, and
relies on the passion
and perspectives of
Ketchum colleagues
throughout our global
network to create,
implement and sustain
socially responsible
programs.
In 2014, Ketchum Global Research
& Analytics (KGRA) conducted an
internal audit of our office directors
and local KSR representatives to
gauge the effectiveness of KSR, and
to solicit ideas for honing our volunteer
programs, pro bono partnerships and
sustainability efforts in the future.
The results showed us overall
employee engagement in KSR is high.
Among the key findings:
• More than half have participated in
fundraisers or volunteer activities for
our global pro-bono partner, Room
to Read
KSR representatives also have
identified opportunities to grow the
program further. One particular area
of interest – Ketchum wide – is the
environment. Inspired in part by
the dozens of client sustainability
programs that Ketchum is supporting,
respondents suggested a more
integrated corporate approach to
waste recycling, energy reduction and
bottled water systems.
Another area of widespread interest
from respondents was to add an
employee health and wellness
component to existing KSR efforts,
given the increasing awareness of
global and local health challenges.
Among the ideas – some of which
have been adopted in select offices
– are to provide on-site weekly
yoga classes, healthy food vending
machines, fresh fruit deliveries and
discounted gym memberships.
• 74 percent of our offices have a KSR
representative or committee
• 78 percent participated in the 2014
Global Month of Service
“
We work with the local charity, Willing Hearts,
to support the preparation and distribution of food to
elderly and disadvantaged citizens.”
Singapore colleague (from 2014 KSR Survey)
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society
“
With KSR, I feel that I’m
contributing to some good in
the world together with other
colleagues. It is a great opportunity
for us to take a step back and join
together in something that is greater
than ourselves.”
Haiwen Lu (Vice President, New York)
Room to Read Partner
The global centerpiece of KSR is our pro bono
partnership with Room to Read, a non-profit
organization that seeks to transform the lives
of millions of children in developing countries
by focusing on literacy and gender equality in
education.
Room to Read is the perfect partner for Ketchum and our KSR program. As a
global communications agency, we understand the critical role that literacy plays in
business and day-to-day life. Our commitment to conveying information accurately
and creatively, our skills in fostering connections, and our passion for making a
difference in our communities extend to our work with Room to Read.
The need to improve literacy throughout the world is quite critical. Across the
world, 780 million people are illiterate – and 2/3 of them are women and girls.
Through its Literacy and Girls’ Education Programs, Room to Read is striving to
eliminate that gap.
Since establishing the partnership in 2008, Ketchum employees have raised more
than US$250,000 and volunteered thousands of hours in support of Room to
Read programs that benefit more than 10 million children across the world.
In past years, Ketchum donations have:
> Established libraries in Nepal and Tanzania
> Published 5,000 local-language children’s books in Laos
> Provided scholarships for 175+ girls in India, Tanzania and Zambia
> Trained 200 teachers in South Africa
On the following pages, read highlights of Ketchum CEO Rob Flaherty’s
conversation with Room to Read CEO Erin Ganju.
10
A Conversation with Ketchum CEO Rob Flaherty
& Room to Read CEO and Co-Founder Erin Ganju –
Educating 10 Million Children, and Counting
In November 2015, Ketchum
CEO Rob Flaherty joined
Room to Read CEO and
Co-Founder Erin Ganju
in Cambodia, where they
met with children, families,
community members and
Room to Read investors
to celebrate a significant
milestone:
Room to Read has
now benefitted
10 million children
worldwide.
As the year drew to a close,
Rob and Erin reminisced
about the Ketchum/Room to
Read eight-year partnership,
discussed the impact Room
to Read is making in Asia
and Africa, and ruminated on
forthcoming plans and goals
for the organization.
Rob Flaherty: Erin, thanks so much for your many years of partnership
with Ketchum. Can you talk a little bit about highlights of the last
couple of years for Room to Read?
Erin Ganju: We have had a really impactful and meaningful partnership with
Ketchum that has helped take us to the next level.
We’re now reaching nearly 1 million children a year through our programs in
Literacy and Girls’ Education – and have benefitted 10 million children overall.
We’ve worked in over 18,000 schools across 10 countries in Asia and Africa.
These children have been empowered through education to live a life that is
more fruitful, and they can now contribute more productively to their community
and to the world.
Rob Flaherty: Room to Read is helping kids learn to read and girls
in particular to get a better education. But as I saw during my visit
to Cambodia, each child you reach has a profound ripple effect
throughout the entire community. Could you comment on that?
Erin Ganju: Education is a game changer. Keeping kids in school – particularly
keeping girls in school longer – does make a difference. Every year a girl stays in
secondary school, her earning potential grows by 20%. Educated women have
smaller, healthier families and are more likely to educate their own children –
ending the cycle of illiteracy in one generation.
When we’re able to focus on ensuring girls have a better education, it benefits
everybody in the family and community. Women tend to channel 90 percent of
their income back into their community and family, not just to themselves. On a
country-wide level, educating women has a huge effect. We’ve seen over and over
that if just 10% more girls go to secondary school, there is a 3% rise in GDP for
that country. That’s an amazing impact.
11
we’re trying to achieve. It’s about
giving them the tools and empowering
them to turn their dreams into reality.
Rob Flaherty: As you look to the
future, could you comment on
what you’ve already achieved and
what you hope to achieve in the
coming years?
Erin Ganju: We set a goal of reaching
10 million children by 2020 during our
last strategic planning process – and
we reached our goal five years early,
in 2015! We’re good at setting and
achieving audacious goals. Bold goals
attract bold people to our cause.
Rob Flaherty: When people
donate to Room to Read, how are
they furthering your mission?
Erin Ganju: Room to Read is truly a
collaborative effort – we partner with
corporate supporters like Ketchum,
but also with the governments in the
countries we serve. Donated funds
go to building schools and libraries,
providing quality reading materials
and teacher training, and to hiring
local programming staff.
At Room to Read, we hire local
nationals in all of our countries of
operation – Cambodians run our
programs in Cambodia, Zambians
run Zambia. Our “feet on the street”
are people from these communities,
who can more easily integrate with
the governments, schools, parents
and students. That is the best way to
facilitate positive change.
Rob Flaherty: From my own
experience in Cambodia, I know
the personal stories of the
children you are reaching are
quite moving and powerful. Do
you have one that is particularly
meaningful to you?
Erin Ganju: Yes, and it’s also
from our time in Cambodia. Our
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Board of Directors met with 10 girls
and women, who are in our Girls’
Education Program or who have
matriculated from it. One of them was
asked: What does girls’ education
mean to you and how has it changed
your life? She answered so beautifully:
“Education is like oxygen to us,” she
said. “It is what is feeding us, and it
is allowing us to have choices in our
lives. Now that we have education,
we can make the decisions we need
to change our lives, our families and
our communities.” That’s exactly what
As you know, Rob, with Ketchum’s
help we have a new five-year strategic
plan that focuses on reaching 15
million children by 2020. More than
250 million children around the world
still lack basic reading, writing and
numeracy skills. So our two primary
goals are to invest in our core
business to achieve even greater
efficiencies and effectiveness, and
to launch a new delivery model to
significantly scale our impact through
more government and corporate
partners. Basically, we’re striving to
reach more children, in more places,
faster than ever before.
Rob Flaherty: Ketchum’s
partnership with Room to Read is
so very important to us. Can you
share with us how Ketchum is
serving Room to Read?
Erin Ganju: The thousands of dollars
and thousands of volunteer hours
donated by Ketchum have made an
incredible impact on our organization.
But you have also done so much
behind the scenes.
Ketchum helped us conduct a global
audit and survey of donors and
potential donors, and to analyze the
findings. This enabled us to better
develop fund-raising and outreach
strategies. You’ve also guided us
in internal communications and
training, which is so important now
that we have over 1,000 employees
in offices all over the world. With your
help, we’re all singing from the same
songbook of messages.
Ketchum brings distinct skills and
expertise in communications. We
value your insights and apply them
so that we can best communicate
to all audiences in the most effective
way possible – and attract more
supporters to our mission.
Rob Flaherty: Is corporate social
responsibility changing? How
can other organizations help your
mission, and other charitable
causes?
Erin Ganju: Many of the growth
markets for global businesses overlap
with emerging markets we serve.
Companies understand that the need
to build infrastructure and human
capacity is really critical, because
continued economic growth means
more growth for their businesses.
So through corporate social
responsibility, they are doing good
and doing good business. Room
to Read improves education, and
better education gives businesses
the source for future customers and
employees.
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Ketchum’s Commitment to
Our Partner Room to Read
Pro bono partnership established September 2008
Room to Read envisions a world in which all children can pursue a quality education, reach their full
potential and contribute to their community and the world. To achieve this goal, they focus on two
areas where they believe they can have the greatest impact: literacy and gender equality in education.
They work in collaboration with communities and local governments across Asia and Africa to develop
literacy skills and a habit of reading among primary school children, and support girls to complete
secondary school with the life skills they’ll need to succeed in school and beyond.
31 Ketchum
offices and
affiliates
engaged in the
partnership
More than
500 employees
have supported the
partnership
Ketchum
employees have
provided more than
12,000 hours*
Ketchum has raised
more than
US$250,000
to support the cause
*Does not include time donated outside the U.S.
Ketchum Offices and Affiliates Supporting Room to Read
Amsterdam Copenhagen
Düsseldorf
London
Brussels
Frankfurt
Munich
San Francisco
Los Angeles
Toronto
New York
Chicago
Pittsburgh
Washington, D.C.
Dallas Atlanta
Moscow
Madrid
Tokyo
Shanghai
New Delhi
Dubai
Bangalore
Hong Kong
Hanoi
Mumbai
Chennai
Singapore
Johannesburg
Cape Town
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Sydney
Ketchum Funds Have Supported:
5,000
children’s books
published // Laos
4
1
1
year of training for
200 teachers //
South Africa
1
year of enrollment in the
Literacy Program for 540
children // Africa and Asia
constructed
library // Nepal
82
1
scholars in the
Girls’ Education
program // Zambia
years of secondary
school for 95 girls
// India and Tanzania
constructed library
// Tanzania
In 2015, Room to Read celebrated the
achievement of benefitting 10 million
children across 17,500 communities
in Asia and Africa. The organization aims to reach
15 million children by 2020.
Ketchum
Support
• Active participation from
Ketchum Senior Partner
and CEO, Rob Flaherty
• Development of key
Room to Read messaging
• Crisis communications support
• Training for global leaders at
Chapter Leadership Conferences
(2009-2015)
• Media training
• Language translations (German,
Dutch, Japanese, Mandarin)
• Media outreach
• Social media counsel
• Professional development
• Curriculum for global Room to Read
Communications Summit
(Cambodia 2010, Sri Lanka 2015)
• Thought leadership
15
10 Million Children …
and Counting
International
Room to Read passed a significant
milestone in 2015 – as its programs in
literacy and girls’ education have now
impacted the lives of 10 million children
in 17,500 communities.
Women’s Day
To celebrate International
Women’s Day in March 2015,
Ketchum held a one-day,
worldwide “flash” fundraiser
in support of Room to Read’s
Girls’ Education Program
(GEP).
To commemorate that achievement
and Ketchum’s longstanding
involvement with the organization,
Ketchum CEO Rob Flaherty and
his wife, Tammy, joined Room to
Read founders and several donors
at a ceremony outside Siem Reap,
Cambodia.
The trip included two days of visits
to several schools and libraries
established by Room to Read; Rob
also led a training session for the
Room to Read board on how to best
communicate their new five-year
strategic plan.
At one school in Siem Reap, Rob
attended a first grade class – and
the teacher invited him to teach the
students some words in English. Later,
he and Tammy visited the home of
a 14-year-old girl who is receiving
support through the Room to Read
Girls’ Education Program (GEP).
The young girl, Ni-Nigh, is trying to
become the first member of her family
to graduate from high school. As Rob
recalled, “You could see that the entire
family was invested in her success
and incredibly proud that they had a
child in the Girls’ Education Program.
The only two things on the wall of that
sparse home were her two academic
achievement certificates. You just saw
the beam in her parents’ eyes – and
you felt the transformational effect of
Room to Read.”
16
“Make it
Happen”
“
Room to
Read in Cambodia
isn’t just a team
of do-gooders
with books; they
are a persistent,
stubborn team
of freedom
fighters, bringing
independence
and economic
mobility through
education.”
Rob Flaherty
(Senior Partner & CEO)
The Make it Happen –
Graduate a Girl campaign
raised a total of US$5,210
through employee donations
and a dollar-for-dollar Ketchum
match. The funds will be used
to provide 17 girls with one
year of school fees, clean
uniforms, mentoring and life
training skills that extend
beyond the classroom.
The “Make it Happen”
theme was chosen to
encourage effective action for
advancing and recognizing
women. The fundraiser
was a part of Ketchum
parent company Omnicom’s
#omniwomensupports
program, a global initiative to
support and raise monies on
behalf of various organizations
and programs devoted to
women’s leadership and
advocacy.
Educating girls is one of the
most powerful and effective
ways to address global
poverty. Room to Read’s GEP
fosters an environment of
success and enriches the lives
of girls across Asia and Africa
by helping them develop the
skills they need to negotiate
key life decisions.
KSR’s Impact:
Employee-Funded Room
to Read Programs
Through local fundraising events around the world, individual
donations and voluntary automatic paycheck withdrawals,
Ketchum employees annually support key projects on behalf
of Room to Read.
“
I
participate
in KSR to
make an
impact in
the world.”
2014
2015
Around the globe, Room to Read’s
Literacy Program supplements gaps
that exist in the standard reading
and writing curriculum – providing
resources, in-service teacher training
and classroom enhancements.
Education is not a privilege; it is a right
of every child.
South Africa – Teacher
Training & Support
In South Africa, Room to Read –
with support from Ketchum – has
implemented the Teacher Training
& Support program. It empowers
teachers through on-site coaching,
professional development and other
skills training so they are better
equipped to support their students’
learning.
In 2014, Ketchum
raised US$30,000 for
the South African
program – enough
funds to provide
training to 200
teachers.
Sharlys Leszczuk
(Corporate
Communications
Intern, New York)
Africa & Asia – Literacy
Program
Research reveals that children who
have a strong foundation of literacy
skills are more likely to succeed
throughout their education, break
the cycle of poverty and be better
equipped to realize their full potential.
Through the Room to Read Literacy
program, Ketchum employees are
making a tangible difference in the lives
of school children in Africa and Asia.
In 2015, Ketchum
raised US$27,000,
providing 540
children across 10
countries with a oneyear enrollment in
the Room to Read
Literacy Program,
which teaches them
to read and write.
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World
“
Our involvement with the World
Economic Forum provides Ketchum
the chance to have a central role in
shaping agendas and policies that have
a profound impact on our clients.”
Rob Flaherty (Senior Partner & CEO)
World in Crisis:
Ketchum Employees
Volunteer Support
When communities
are in peril, Ketchum’s
global network of
employees quickly
rallies to offer support.
Two devastating earthquakes in spring
2015 killed more than 9,000 people
and affected millions more in the
country of Nepal. The region is dear
to the hearts of many Ketchumites, as
the agency – through its long-time probono partnership with Room to Read –
had established a library in 2010 in the
Kathmandu Valley, where devastation
was substantial.
Employees in Ketchum offices around
the globe responded with personal
donations and office fundraisers,
including book drives, flea markets
and other events. Altogether, the
fundraising activities – supplemented
by a corporate Ketchum match
program – raised nearly US$17,000
18
to address immediate and long-term
needs in the region.
Similarly, as the Syrian refugee crisis
worsened in the fall of 2015, Ketchum
raised more than US$5,000 from
employee donations and a corporate
match. Funds went to The Office of
the United Nations High Commissioner
for Refugees (a Ketchum client) and
the International Committee of the
Red Cross; and were used to rush
basic supplies like medicine, tents and
blankets to those in need.
In Europe, where many Syrian refugees
landed after escaping their homeland,
many Ketchum offices tailored their
KSR Month of Service project to offer
hands-on support. For example,
Ketchum Belgium assisted refugees in
that country by collecting clothes and
making soup for deliveries, and several
offices in Germany provided clothing
and toiletries for refugee centers that
had recently opened to accommodate
the large number of people coming
into their country.
Ketchum & the World
Economic Forum
Since 2004, Ketchum has provided communications support – pro bono – for the
World Economic Forum, the Geneva-based international organization committed
to improving the state of the world.
Much of our participation revolves around the Forum’s annual meeting in DavosKlosters, Switzerland. There, 2,500+ global leaders from business, government,
international organizations, academia and civil society convene for strategic
dialogues that map key transformations reshaping the world. Over the years,
many Ketchum leaders from across our global network have participated in Davos
panels and presentations, and contributed to the creation of alliances and charters
that guide policy on key issues.
Ketchum also regularly provides the Forum with the full-time services of an
employee through its acclaimed secondment program.
This global partnership is mutually beneficial to our organizations.
KETCHUM GIVES the Forum senior-level counsel and on-the-ground tactical
assistance in the areas of strategic messaging, content development and media
relations.
KETCHUM RECEIVES tremendous insights and learnings stemming from our
participation in the annual Davos meetings, which we then apply to our daily client
work.
KETCHUM COLLABORATES with other organizations in the media,
entertainment and information industries on projects related to catalyzing creative
communications solutions to pressing social issues, promoting digital media
literacy and helping governments and business assess local readiness for digital
transformation.
“
The world is changing before
our eyes, and our work with the
Forum lets us play a direct role in
how entire industries and economies
survive and thrive.”
David Gallagher (Senior Partner, CEO, Europe &
Chairman, London)
Pioneering
support for
the United
Nations Global
Compact (UNGC)
For more than 14 years,
Ketchum has been a proud
member of the United Nations
Global Compact (UNGC),
the world’s largest voluntary
corporate sustainability
initiative with more than 8,000
corporate signatories in 145
countries.
Ketchum was the first public
relations agency to join the
UNGC in 2001, and eagerly
adheres to its 10 principles
in the areas of human rights,
labor, environment and anticorruption. Each member
company must fulfill its social
responsibilities in accord with
the nature of its business.
As a global communications
counseling organization,
Ketchum addresses those
Global Compact principles that
are particularly relevant to the
way we operate our business in
society.
We also promote the UNGC’s
agenda, accomplishments
and plans by delivering news
of its international initiatives in
a variety of communications
formats. Audiences reached
regularly include our
employees, clients, business
partners, prospective UNGC
members and the news media.
19
Working at the Forum immersed
me in the macro trends driving
their global agenda and – more
importantly – all the ways in which
those trends are interconnected. It
has given me a view to the economic
implications of that connected web,
and with it the landscape of issues
CEOs, international organizations and
government leaders are examining
most closely.
Meet our Secondee:
Laura Clementi’s
Two-Year Odyssey
with the World
Economic Forum
Throughout Ketchum’s decade-long
support of the World Economic
Forum, the agency has regularly
dedicated the full-time services of
an employee to the organization’s
communications team.
Laura Clementi, a Chicago-based
account supervisor in the Brand
practice with Ketchum Midwest, just
completed her two-year secondment
with the Forum. Working from
headquarters in Geneva, Switzerland,
and later in New York City, Laura
also attended the annual large-scale
meetings in Davos, and regional
meetings throughout the world as
part of her media relations duties.
As her service ended and she
prepared to return to Ketchum,
Laura reflected on her experience.
What inspired you to make the
decision to commit two years of
your life to this program?
The World Economic Forum’s
mission is, “Committed to improving
the state of the world”. From the first
time I read it, I knew it was a mission
I wanted to be involved with and a
goal I wanted to help achieve. The
chance to dedicate two years of my
career in that pursuit was, for me,
the chance of a lifetime.
How different was your work
experience at the Forum from
what you were accustomed to at
Ketchum?
20
In marketing communications,
we often talk about the need to
speak “C-Suite” to make our
programming relevant at all levels
of an organization. Working at the
Forum has taught me what it is to
speak that language and how those
connections can and should be part
of our communications strategies.
Which of your projects or
activities were the most
interesting or satisfying?
At the top of my list was attending
the World Economic Forum on the
Middle East and North Africa – one
of the Forum’s regional meetings that
took place in Amman, Jordan. These
meetings provide an opportunity to take
the global challenges the Forum tackles
in Davos and bring them to the regional
level. They have a more intimate feel – a
chance to interact more closely with the
participants – so I felt more connected
to the discussions and the progress
they are making.
In the Middle East in particular, there
was an incredible atmosphere of
urgency, focus and dedication among
participants to identify actionable
solutions to the region’s challenges.
I am proud of the contributions
I was able to make – from four
months of preparation to setting the
communications strategy, on through
to onsite support. It was an incredibly
powerful experience and one I am
grateful to have had.
What was it like living in
Switzerland?
Everything about living in Geneva
was interesting to me. It’s a beautiful
city of endless mountain views,
easy access to destinations all over
Europe and – most importantly –
countless opportunities to build
a network with people from all
geographies and walks of life. I don’t
know that my life will ever be as
internationally fueled as it was for the
12 months I was there. And that’s an
experience I’ll never forget.
Are you happy to be returning to
Chicago and Ketchum?
I missed Ketchum and I’m excited
to be back home. But it’s hard to
believe my time with the Forum has
come to an end. It’s been an honor to
serve such an important organization,
and I hope clients will be interested
in what I’ve learned and how I can
apply that knowledge to helping
achieve their business goals.
How do you think your two years
with the Forum will affect your
work back at Ketchum?
The World Economic Forum is
seriously examining key global
challenges and I was able to
experience – first-hand – constructive
debate and dialogue on these issues.
Coming from a brand marketing
background, it’s been interesting –
and inspiring – to draw connections
between that and the work I’ve been
involved with at the Forum.
Take, for instance, my experience
watching the Super Bowl ads
this past winter. As is tradition at
Ketchum, I tuned into all the industry
reporting on the year’s winners and
losers. But this time around, having
just finished Davos, I could see
the ways so many of the ads were
laddering up to the bigger, global
challenges we’d just discussed. For
me it was a great learning of where
we can (and should) be looking for
consumer insights. It’s not surprising,
for instance, that so many ads played
to defeating gender stereotypes,
as this is an issue C-Suite level
executives hear about regularly at
agenda-setting meetings like Davos.
We should make as many
connections like this as possible
to the ideas and campaigns we
generate. There’s a goldmine of
consumer insights for us to access
from this perspective, and I look
forward to sharing that perspective
back at home with our clients.
Community
“
I always felt the need to share
for a good cause, and KSR projects
drive my energy and inspire me. This
gives me a great sense of purpose
and I am thankful for the opportunity
to be part of it.”
Asya Soskova (Director, Organizational
Development, Moscow)
KSR GLOBAL MONTH
OF SERVICE
Each September, the capstone of KSR activities
worldwide is the KSR Global Month of Service,
which provides opportunities for employees to
volunteer in their local communities.
As KSR has evolved, the KSR Global Month of Service continues to grow – in
participating offices, employee involvement and social impact. 2014 and 2015
marked the biggest years yet, with the latter seeing a 52% increase in office
participation and more than 1,000 Ketchum colleagues taking part.
Here are a few of the many highlights from 2014 and 2015.
21
ACCESS Emanate
COMMUNICATIONS –
SAN FRANCISCO
Save the Children – Nepal
Earthquake Relief Fund // September
17, 2015 // 5 employees bartended at
the local bar; many colleagues attended
the event // $407 raised
TORONTO
SickKids Foundation // September 25,
2015 // 17 employees participated
SAN FRANCISCO
SF/Marin Food Bank // September 21,
PAWS Chicago // September 22, 2015
// 13 employees participated
BAD RAP // September 25, 2015 // 5
employees participated
San Francisco Book Drive //
September 2015 // 50 employees
participated // $150
Room to Read – “Thanks to
Education” Campaign // Wrote
note cards that were shared at the 10
Millionth Child celebration in Cambodia
LOS ANGELES
Milk & Bookies – Book drive
// September 17, 2015 //Over 20
Room to Read – Bingo fundraiser //
September 30, 2015 // 18 employees
participated
CHICAGO
Goethe Elementary //September 29,
PITTSBURGH
Operation Troop Appreciation //
September 2015 //Over 100 employees
participated
MMG - Rockville
Montegomery County Coalition for
the Homeless – Home Builders Care
Assessment Center (HBCAC) Men’s
Emergency Shelter // September 18,
WASHINGTON, D.C.
DC Child & Family Services Agency
// September 23 - October 3, 2015 // 66
employees participated // $250 raised
DALLAS
North Texas Food Bank // September
23, 2015 // 12 employees participated
KSR Global
Month of
Service
2015 By the Numbers
35
offices
IN
15
countries
provided opportunities for
employees to volunteer in
their local communities
1,200+
worldwide
45
nonprofit
organizations
benefitted from
Ketchum’s contributions
Complementary business participation included Access Emanate
Communications, Brandzeichen, Capstrat, and MMG
22
NEW YORK
New York Cares (PS 111) //
September 10, 2015
God’s Love We Deliver // September
18 and September 25, 2015
Baby Buggy (donations & warehouse
visit) // September 21 and September
30, 2015
Total: 133 donated money ($1,028) and
items to Baby Buggy; more than 50
colleagues participated in a community
service project.
ACCESS Emanate
COMMUNICATIONS– NEW YORK
Stephen Siller Tunnel to Towers
Foundation // September 27, 2015 //
8 employees participated
CAPSTRAT - Raleigh
CORRAL // September 10, 2015 //
ATLANTA
The UN Refugee Agency (Bake sale)
// September 24, 2015 // 40 employees
participated // $440 raised
Open Hand of Atlanta // September
SÃO PAULO
Obra do Berco // September 4, 10, 17,
BUENOS AIRES
Fundacion Compriomiso // Training
workshop
FUCA (the leading cancer research
organization) // Raise awareness and
fund
As part of our annual
Instagram contest,
Katie Michel was
selected at random
and awarded US$250
to give to the San
Francisco Marin Food
Bank.
Amsterdam
Stichting Semmy (Semmy
Foundation) // September 2, 2015 //
BRUSSELS
Refugee Crisis // September 19, 2015 //
18 employees participated (entire office)
KiKa & Louis Bouwmeesterschool //
participated
BERLIN
Refugee camp in Berlin-Zehlendorf –
Arbeiter-Samariter-Bund // September
18, 2015 // About 35 employees
participated
LONDON
Arch 76 // September 8, 2015 //
Düsseldorf
Nestwärme e.V., Diakonie and
Bürgerstiftung Gerricus // September
2015 // 35 employees participated //
Raised €125
St Peter’s Church & Elver Gardens
participated
London Urban Arts Experience //
participated
FRANKFURT
Project Shelter Frankfurt // September 9,
SPEAR // September 9, 2015 //
MADRID
Asociacion Manos de Ayuda Social
// All Fridays in September, October
and November 2015 // 33 employees
participated // In July they raised €760
to help pay the Association’s bills
MUNICH
Refugee crisis support “Peace of
Cake” // September 17 – October 9,
2015 // Diakonia, Munich // 30 employees
participated // €390 raised
BRANDZEICHEN
(Düsseldorf, HAMBURG, MUNICH)
Room to Read // September 9-11, 2015 //
73 employees participated // Raised €€600
MUMBAI
Soul of God // October 8, 2015 // 15
DUBAI
United Nations High Commissioner
for Refugees – “Voices For Refugees”
attended the movie and raised their voice
of support online
MOSCOW
Moscow Hospice No1 // September
Animal Shelter – Biriulevo //
September 2015 // 15 employees
participated // About 120 kg of dog food
United Nations, The Global Goals
Project // September 2015 // 4
ZAGREB (CROATIA) – DIALOG
Croatian Red Cross // 7 employees
participated (entire office)
STUTTGART
Tierheim Stuttgart (animal shelter)
// September 3, 24 and 30, 2015 // 17
BEIJING
Room to Read // Throughout the
month of September // 20 employees
participated
HONG KONG
Hands On Hong Kong // September
24 & 25, October 2, 6 & 8 // 12
SEOUL
Korea Blind Union // September 23,
HAUSMANN GROUP
(SYDNEY, AUSTRALIA)
Indigenous Literacy Foundation //
participated // $400 raised
Meals on Wheels with Attitude //
participated
OASIS – Youth Off the Streets
// October 26, 2015 // 3 employees
participated
2014 By the Numbers
23
offices
IN
10 40+
countries
provided opportunities for
employees to volunteer in
their local communities
950+
employees
participated
worldwide
143
115
nonprofit
organizations
benefitted from
Ketchum’s contributions
photos captured on
Ketchum Instagram
uses of
#KSRMonth2014
Complementary business participation
included Capstat, Harrison &
Shriftman and MMG
Ketchum London employee Alastair
McCormick was selected at random
and awarded US$250 to give to
the Whinston Goldsmith Estate in
Hackney, one of three organizations
supported by London KSR activities
23
KSR Global
Month of Service –
Meet Our
Leaders
IN ATLANTA, U.S.A.
Kristin Copeland
Account Supervisor
When did you get involved in
KSR, and what motivated you to
do so?
I got involved about two years ago,
working with Melissa Golden – who
is a great inspiration, as she leads
Cause Marketing for our Consumer
Brand practice. I have supported a
number of cause-related projects for
H&R Block, Build-A-Bear and other
clients. So I was eager to participate
in activities that give back to the
community in my own time, too, and
KSR was the perfect opportunity.
How has the KSR Global Month
of Service evolved in the Atlanta
office?
2014 was the first year our office
really rallied behind the Global Month
of Service. I think it was successful
because we took the time to ask
people what their interests were in
terms of community service, and we
used that feedback to select causes
people cared about.
24
In 2014, we began working with Open
Hand of Atlanta, a local Meals On
Wheels program, and people really
enjoyed getting together to support
such a worthy cause. The experience
was so great we made sure to support
them again for 2015. We had a lot of
repeat volunteers – and several more
who joined in for the first time.
How did you support Open Hand?
Our team really wanted to “get their
hands dirty” and experience ways to
really make a difference. So each year,
we have gone to their kitchen and
packed meals that are then delivered
to homebound individuals unable to
cook for themselves. This year, we
packed over 1,000 meals in just a few
hours of work – and we’re very proud
of that!
Do you feel you are making
an impact through KSR Global
Month of Service?
Yes! So much so, that we have been
looking for other ways to help the
community – during that month and
throughout the year. For example,
this year, we were all touched by the
growing refugee crisis and decided
to add another KSR Global Month of
Service activity to raise money for the
UN Refugee Agency.
Our idea was to have a bake sale …
but it wouldn’t have made much of an
impact if it was just in our Ketchum
office. You can only buy so many
cookies.
So, we had the idea to host the bake
sale for our entire office building in
Atlanta. When people learned that
the money we were raising was
going to refugees, they would give
even more money than the price we
were charging. We got to meet lots
of our office neighbors, and it was
rewarding to raise nearly $500 for a
worthy cause – money that Ketchum
matched.
What do you plan to do in the
future during KSR Global Month
of Service?
We’ll definitely keep working with
Open Hand and Meals on Wheels.
But our people are so enthused by
volunteering that we plan to add more
events throughout the year. Global
Month of Service is inspiring us to do
even more. We all feel good when we
can make a difference in the lives of
others.
IN DÜSSELDORF, GERMANY
Moritz Sckaer
Account Manager
What motivated you to
become the KSR office lead in
Düsseldorf?
We had already had some
volunteering activities in the office.
When I heard about KSR Global
Month of Service, I felt it would
be a great way to engage with the
global Ketchum network – to get
new inspiration and to also share
our insights. It has worked out great;
today, we have many colleagues
actively involved in KSR projects.
families with severe and disabled
children; and Diakonie Düsseldorf
is a social welfare organization of
Protestant churches that provides
local aid for people in need. We
also decided to assist a third
organization – Bürgerstiftung Gerricus
– by supporting their refugee relief
program.
Yes. One activity has been consistent
for years. We have 18 Ketchum
colleagues reading to kids at three
Diakonie Düsseldorf kindergartens,
and to one senior home. Each
colleague spends around an hour
every month or two with them – so
every week, some of us are engaged
in KSR activity.
Can you describe how you helped
these organizations during the
Global Month of Service?
What is the best part of
participating in KSR, for
you personally and for your
colleagues?
You supported three charitable
organizations this year. Why did
you choose them?
We did several activities. For
Bürgerstiftung Gerricus, we collected
clothes, toys, kitchen utensils and
many other items for refugees. Thirty
colleagues from Ketchum and (sister
agency) BBDO donated; we filled two
cars! For nestwärme eV Germany, we
did bake sales. We raised €2,000 for
them in 2015.
We have long-lasting relationships
with two of the non-profits:
nestwärme eV Germany supports
Do you volunteer as a group at
other times of the year?
IN SEOUL, SOUTH KOREA
Jamie Oh
Senior Account Executive
What inspired you to get involved
and co-lead the Global Month of
Service activities in Seoul?
As a student, I used to volunteer
regularly for local community activities
with my school. After graduation,
however, it was difficult to find the
time or the right community to work
with, since I was so caught up with
work. Co-leading the Global Month of
Service activities at the Seoul office
was a great opportunity for me to
regain my volunteer spirit, and to plan
and execute tailor-made ideas with
Ketchum teams.
do something in partnership with
Korea Blind Union. But instead of
merely donating money, we wanted
to make a lasting difference by
utilizing our expertise and skillsets as
communications professionals. We
found out that there was not enough
variety of Braille books in the Korean
language, so we decided to create
Braille books and donate them.
How did you create Braille
books?
Tell us about this year’s Global
Month of Service. Why did you
choose to support Korea Blind
Union?
We divided into smaller teams,
and each team chose books we
thought would be interesting in
the topics of business, essay and
culture. We purchased a few copies
of each, distributed them to each
team member, and then used Braille
typewriters to re-type them. It was not
very difficult, since the process is all
electronic. But teamwork was required
so we could type in relay – each book
was 300 pages or more.
Both Jay Kim, my co-lead, and I had
experience working with visually
impaired individuals in the past.
So it was a natural choice for us to
When the typing was completed, we
shared the files with the Korea Blind
Union to upload to their electronic
library. Now they are available for all
It’s fun to network with others at
Ketchum, but it’s even more fun to
network while achieving something
together that can help others. I know
my colleagues feel the same, because
we have a very strong response rate
and commitment to KSR in the office.
As our activities are not limited to the
Global Month of Service, it is clear to
me that our commitment will continue.
visually impaired members in Korea to
read, anytime and anywhere.
How did you encourage
employee participation?
I feel it is important for employees
to understand what they will be
doing, for whom and how it will
make a difference in their lives. We
invited a speaker from the Korea
Blind Union, who is visually impaired
himself, to visit our office and share
a presentation about individuals
with disabilities. That inspired
many employees to participate
enthusiastically.
What was the best part of the
experience for you personally?
Is it something you would like to
continue?
Everyone in the office happily
participated, and that was very
rewarding. Personally, I feel that
community service is something that
should be done consistently, and I
look forward to supporting the KSR
initiative in the Seoul office in the
future.
25
Employees &
Workspace
“
What inspires me most about KSR
today is the passion of our employees,
who have ended up taking KSR to
places we didn’t even imagine.”
Mindy Rubinstein (Partner, Chief Communications
Officer, New York)
Empowering Our People
Ketchum’s
Award-Winning Work …
and Workplace
Ketchum’s reputation for award-winning work
is unprecedented. The industry’s highest
honor, the Silver Anvil, awarded by its largest
professional organization, the Public Relations
Society of America, has gone home with
Ketchum 163 times, the most of any agency.
That commitment to excellence is also evident in the workplace. In 2015, for the
seventh year in a row, Ketchum was named one of the 10 Top Places to Work in
PR by PR News. Similarly – for the ninth year in a row – Ketchum was rated one
of the best places to work in the United Kingdom by the Great Place to Work®
Institute in its annual Best Workplaces list.
Here are some reasons why Ketchum “works well” with employees:
26
Ketchum’s Diversity & Inclusion Initiative
Ketchum spans the globe – because our clients do.
In our always-connected age, clients
must have the tools and resources to
communicate with a widely diverse
audience of consumers, businesses
and influencers. As a result, Ketchum
continually seeks to hire colleagues who
can offer a myriad of skills, perspectives
and opinions – enabling us to counsel
and support clients in any endeavor,
anywhere in the world.
Our commitment to diversity and
inclusion is therefore vital for the
success of our business. But even more
importantly, it’s the right thing to do.
In 2014, Sharon Jones – Senior Vice
President, Director, Human Resources for
Atlanta, Dallas, Miami and Washington,
D.C. – eagerly added a new role to her
responsibilities, as Ketchum’s first Director
of Diversity & Inclusion for North America.
it’s just smart business. The only way
to grow and evolve as a company –
and to make sure we help our clients
achieve their business objectives
– is to draw on the talents, insights
and perspectives of a truly diverse
workforce.
At Ketchum, being diverse is who we
are. And being inclusive is how we
enable and empower all employees
to perform at their best.
Q&A with
Sharon
Jones
Ketchum’s Director of
Diversity & Inclusion
How do you define diversity?
Quite honestly, I think it’s simple:
Diversity represents all the ways we
are the same, and all the ways we are
different. Any successful business
needs to be deliberate in creating
a diverse workforce so that we can
best represent the interests of our
clients, as they reach out to diverse
audiences all over the world.
What sparked the decision for
Ketchum to focus on becoming
more diverse and inclusive?
Diversity has evolved. It’s always
been the right thing to do, but now
What sorts of things are you
doing to raise awareness of and
promote diversity and inclusion at
Ketchum?
The councils in each office are making
a big impact. Some have been in place
for quite a while now, and in those
offices you can see a real change
taking place. Not only in the diverse
makeup of our employees there, but in
how the Ketchum culture is evolving.
Here’s one small example that had
a big impact: As a PR agency, we
frequently hold brainstorm sessions
to develop creative ideas for clients.
Who do you invite to brainstorms?
The people you know, and those who
have been helpful in the past. But
by simply encouraging people to go
outside the norm and cast a wider
net for participants, we are able to
get new perspectives that translate
into new ideas – all for the benefit of
our clients.
What do you believe are some
Diversity & Inclusion program
highlights?
Diversity outreach has been a longtime passion of Sharon’s, and her work
has already led to a 20% increase in
the number of diverse employees at
Ketchum throughout the continent. A
key element of that success is through
employee-led Diversity & Inclusion
Councils in each U.S. office, which
further those concepts through external
and internal outreach.
One is our focus on raising
awareness of Ketchum among
a broader range of colleges and
universities, including Historically
Black Colleges & Universities
(HBCUs). Now, we are getting more
interest in and applications for
internships and jobs from talented
students and graduates who may not
have considered us before – because
we weren’t familiar with each other.
I’m also proud of our outreach –
through sponsorships, employeestaffed booths, speaking
opportunities and panel participation
– at countless conferences and
events that target diverse audiences.
We sent a Ketchum delegation of
11 to the 2015 ColorComm
Conference, which draws hundreds
of multicultural women and men
in the communications industry.
Learning from and interacting
with industry trailblazers was truly
educational and inspiring.
What are your goals for
Ketchum’s Diversity & Inclusion
program?
To help embody and sustain a
diverse and inclusive culture at
Ketchum – one that fuels creativity,
innovation, business effectiveness
and employee engagement.
It’s not enough to attract diverse
talent; you have to nurture them,
develop them and keep them. And
I believe we’re really making that
happen.
27
Ketchum University:
Making the Best Better
Ketchum University is our industry-renowned
global training program.
Since 1986, Ketchum has been inviting employees worldwide to attend Ketchum
University. Through Ketchum University, we invest in the industry’s best talent
by providing learning and development opportunities for employees to grow
professionally and thereby achieve greater results for our clients.
As the world has gone digital, Ketchum University has as well – offering an ideal
mix of webinars and e-learning to complement traditional classroom sessions. And
all are tailored to individual and local office needs.
In the past year, Ketchum University launched the Race to Make It Real. This
unique online training experience is mandatory for client-facing employees, and
aims to ensure they are prepared to deliver campaign-leading ideas with earned
content at the core, communicated across the full paid, earned, shared and
owned spectrum of media.
Each month, chosen participants across the globe embark on this four-week,
six-module odyssey that features on-the-go, real-time digital interactions with
global colleagues. In 2015, the program won the Gold Award for Best Social/
Collaborative Learning Program from Brandon Hall, a leading education
organization.
Ketchum’s Work Flexibility
Program
Nimble … Agile … Responsive … Flexible.
We ask our employees to be flexible in delivering break through work for our clients,
and they often work well beyond their core hours. So, too, is Ketchum in offering
working options that accommodate their personal and professional needs.
Work flexibility – enabling employees to modify their hours or location, on occasion –
creates a culture of vitality that empowers and energizes Ketchum employees.
What works best for us is … informal flexibility. That means employees don’t have
a regular flexible arrangement (such as working from home every Tuesday), but can
benefit from an environment that allows them to use flexibility on aperiodic, asneeded basis – like leaving work early for yoga class or taking time out of the work
day for medical appointments without using vacation time.
According to our Ketchum Flexibility Pulse Survey, we found that 93% of Ketchum
managers feel that flexible work arrangements can help retain employees, and 60%
believe that they can improve the quality of their teams’ work.
28
“
I am
passionate about
KSR. I love the
spirit of the
KSR community
and being able
to help grow
the initiative
as an active
participant and
representative.”
Washington, DC
Colleague
(from 2014 KSR Survey)
Professional
“
I believe KSR is the best way we
can demonstrate that we practice
what we preach. Not all PR networks
are the same, and it shows that our
people are capable of amazing things.”
David Gallagher (Senior Partner, CEO, Europe &
Chairman, London)
Industry Leadership
Ketchum is a proud supporter and active
member of industry, professional, educational
and humanitarian organizations that advance
the public relations profession and serve the
world’s communities.
But our participation is not limited to membership. Numerous Ketchum partners and
other employees hold positions of leadership in numerous organizations worldwide.
A few of the many Ketchum employees holding leadership positions in 2014 and
2015 include:
ROB FLAHERTY – Senior Partner, CEO and President
Rob serves on the executive committee of the board of the Arthur
W. Page Society and the board of trustees of the Institute for Public
Relations. He is a senior judge of the Public Relations Society
of America’s Silver Anvils and the senior leader of the agency’s
relationship with the World Economic Forum.
RAY KOTCHER – Non-Executive Chairman
Ray serves on the board of trustees of the PRSA Foundation
and serves on the PRSA National Board Ex-Officio. He is on the
board of trustees for the We Are Family Foundation, serves on
the Dean’s Advisory Committee for Boston University’s College of
Communications, and is a trustee of the Geneseo Foundation board
for the State University of New York at Geneseo, his alma mater.
29
DAVID GALLAGHER –
Senior Partner, CEO, Europe &
Chairman, London
David is chairman of the UK Public
Relations Consultants Association
(PRCA) Board of Fellows and
is immediate past-president of
the International Organization of
Communications Consultancy.
SIMEON MELLALIEU – Partner, Client
Development, Asia Pacific
Simeon serves as Deputy Chairman of
the Council of PR Firms of Hong Kong
and sits of the Advisory Committee for
the School of Communications at Hong
Kong Baptist University.
JOHN PALUSZEK – Senior Counselor
BARRI RAFFERTY – Senior Partner
and CEO, North America
Barri is on the sustainability taskforce
for the World Economic Forum and is
a member of Arthur W. Page Society
Page Up program. She sits on the board
of StepUp, an organization with the
mission of empowering girls from underresourced communities; is a Capstone
advisor in the Master’s program in public
relations at New York University; and an
advisory member of the Branding and
Integrated Communications program for
the City College of New York.
DAVID ROCKLAND – Partner and
CEO, Ketchum Global Research &
Analytics
David was the primary author of the
Barcelona Principles, the first-ever set
of standards for PR measurement. He
was the Chairman for the International
Association for Measurement and
Evaluation of Communications (AMEC)
for 2013-2014, and is an Emeritus
Member of the IPR Commission on PR
Measurement and Evaluation.
STEPHEN WADDINGTON – Partner,
Chief Engagement Officer
Stephen was President of the Chartered
Institute of Public Relations in 2014. He
is Visiting Professor in Practice at the
University of Newcastle.
KAREN ALBRITTON – President,
Capstrat
Karen serves on the board of visitors for
University of North Carolina Children’s
Hospital and the executive committee
for the Greater Raleigh Chamber
of Commerce. She also serves as
president of the Professional Chapters
Council for the American Marketing
Association.
30
John is liaison to the United Nations for
the Global Alliance and for the Public
Relations Society of America.
TERESA GARCIA CISNEROS –
Partner and CEO, Spain
Teresa is president of ADECEC, the
Spanish Association of Public Relations
and Communications Consulting
Companies.
MICHAEL MASLOV – Partner and
Director, Ketchum Maslov
Michael is a founding member of the
Russian Academy of Public Relations.
ROSANA MONTEIRO – Partner and
COO, Brazil
Rosana serves as First Vice President
for Abracom, the Brazilian Association of
Communications Agencies.
YONNIE WOO – General Manager,
Korea
Yonnie serves on the PR Committee for
the 2018 Pyeong Chang Winter Olympic
Games.
Supporting
Young
Talent
Ketchum helps
inspire and prepare
the next generation
of public relations
professionals through
a variety of internship
programs for college
students and recent
graduates.
In North America, Ketchum’s
Summer Fellows program provides
10 jam-packed weeks of full-time
employment for college juniors and
seniors pursuing bachelor’s degrees.
The experience opens doors of
opportunity through real-world
client work as an integral member
of client teams. Similarly, spring or
fall interns work in a Ketchum office
for up to 20 hours per week, a
perfect complement to their college
coursework.
In Europe, Ketchum’s yearlong
James Maxwell Program offers an
excellent opportunity to experience
and understand all aspects of PR
before choosing to specialize in one
area. Participants complete two
rotations through Ketchum practice
areas, working side-by-side with
industry veterans to support worldrenowned clients.
Each year, many of the finest fellows
and interns are offered permanent
positions at Ketchum at the
completion of their programs.
Quotes from Ketchum Interns:
“
I’ve participated in several
brainstorms here and I have been
astonished by the ideas that come out
of them. The notion that creativity
can be nurtured and developed and
turned into impactful, profitable
ideas is thrilling.”
“
Ketchum has a very laid-back
atmosphere, yet everyone has so
much ambition. Offices are filled
with many upbeat, friendly and hardworking people.”
“
I could tell right away that
Ketchum’s enthusiasm for and
dedication to their internship program
would create an experience I would
enjoy.”
“
It is refreshing to work in such
a fun, energetic corporate culture.”
31
Environment
“
Why should corporations
get involved in sustainability and
social causes? There are many
driving factors, including that
it’s the right thing to do.”
Monica Marshall (SVP/Director, Business
Sustainability and Social Impact, New York)
Our Focus on … Environment
Sustainability is essential
for the betterment of
our world
Ketchum is committed to being an environmentallyresponsible business, and we have implemented
numerous eco-friendly policies and procedures to
reduce our carbon footprint across the globe. Many
initiatives have been suggested or implemented by
individual employees keen to make a difference.
And these efforts are working. In 2015, Ketchum earned the Silver Recognition
level by EcoVadis, a sustainability rating platform for global supply chains. That
ranking places Ketchum among the top 30 percent of performers evaluated by
EcoVadis on environmental, social and ethical performance criteria.
We are also supporting numerous client initiatives in the areas of sustainability,
CSR, environmentalism, climate change and others that are having a significant
effect on global conservation efforts.
“
In addition, there is a tangible business benefit –
ultimately, they contribute to the creation of new
consumers and new markets, help secure a robust supply
chain, engender positive equity with customers and
consumers, and attract and retain talent.”
Monica Marshall (SVP/Director, Business Sustainability and Social Impact,
New York)
32
Environmentalism in Our Offices
While many of our offices are rented spaces within
larger buildings, our office leaders and employees adopt
environmentally-aware practices and eagerly adhere to
national and international sustainability guidelines.
Each effort – large and small – makes a tangible, positive impact on our
environment, and we are proud that many of our offices make sustainability a
top priority.
Here are a few of the many examples of sustainability in action across the
Ketchum network:
Recycling
Energy
Reduction
85% of Ketchum offices
recycle paper and 56%
recycle aluminum/glass.
More than half of Ketchum
offices (56%) use energyefficient LED lighting.
San Francisco: All paper
products purchased for and used
in the office are made of recycled
or compostable materials.
Madrid: Office lights and
computers automatically shut
down at night.
London: The office uses a
contractor to collect and recycle its
paper, plastics and food.
Printing
As of 2015, the printers in all
Ketchum offices in North America
default to double-sided and black
and white printing.
Capstrat: Office lighting is
energy-efficient and includes
motion sensors in offices, meeting
rooms and work areas; also, large
video displays are set on timers.
Water
More than half of offices (59%)
use filtered water delivery
services to eliminate single-use
plastic bottles.
Environmentalism
in Our Work
Since our inception, Ketchum
has been fueled by our belief that
communications can play a central
role in making the world a better place.
And that mindset really comes to life
through our work supporting clients
who are involved in sustainability
efforts.
From São Paulo to Shanghai, Dallas
to Milan, Ketchum teams are creating
and implementing communications
campaigns to drive awareness of
products, programs and platforms
that promote our clients’ eco-friendly
initiatives.
“
KSR
program is an
authentic proof
of Ketchum’s
commitment to a
more sustainable
world and shows
our love to the
planet.”
Yuting Pan
(Young Professional,
Amsterdam)
Transportation
Many offices provide storage
for bicycles and other alternate
forms of transportation.
Vienna: Each employee is provided
with an annual ticket for the Vienna
public transport system; and others
come to work by bicycle. These
practices have virtually eliminated the
use of automobiles for commuting.
Waste
Reduction
Pittsburgh: Through employee
education, the office is eliminating
polystyrene foam cups and plastic stir
sticks, and increasing the use of mugs,
water bottles, silverware and reusable
personal plastic ware.
Mumbai: Before they are shredded,
all sheets of used or discarded copy
machine paper are reused for notetaking purposes.
33
KSR in pictures
34
35
A World of Good
Many thanks to the more than 120 KSR leaders in 18 countries who spearheaded activities throughout
the Ketchum (and affiliates) network in 2014-15.
Canada
Toronto
AJ Goodman
USA
Atlanta
Jill Chandler
Kristin Copeland
Greg Dauphin
Allison Ducote
Melissa Golden
Victoria Shapiro
Sharon Jones
Chicago
Laura Clementi
Maureen Ray
Tiana Montella
Stefani Duhon
Dallas
Elizabeth Watters
Chelsea Melchor
JD Whittenburg
Loren Heller
Los Angeles
Amy Wallenbeck
Melissa Kinch
Susan Wendell
Manuel Venegas
Jamie Haley
Brazil
SÃo Paulo
Sandra Uehara
Regina Gobbo
Rosana Monteiro
Tereza Ruocco
36
New York
Jennifer Dew
Cecily Doonan
Julia Dranov
Marc Drechsler
Anne Marie Kearns
Kristin Kessler
Marcia Lee
Sharlys Leszczuk
Haiwen Lu
Hayley McLaughlin
John Paluszek
Mindy Rubinstein
Karen Strauss
Allison Szeliga
Sophie Winborne
Pittsburgh
Carolyn Brinker
Karen Holzer
San Francisco
Julie Ferriot Hines
Katie Michel
Debbi Reinschmiedt
Sarah Ryan
Washington DC
Cara Rich
KayAnn Schoeneman
Elizabeth Stoltz
Access Emanate
Communications
Christine Godbey
Capstrat
Teri Boggess
Alison Puzia
Alison Whisenant
Harrison &
Shriftman
Virgil Cebrian
Ashlyn Holliday
MMG
Gwen Jones
Susan Murrin
Austria
Germany
Vienna
Berlin
Anika Gensicke
Doris Christina Steiner
Croatia
Zagreb
Marija Klika
France
Paris
Cecilia Vendramini
Italy
Milan
Chiara Gallarini
Düsseldorf
Moritz Sckaer
Karsten Tappe
Verena Wiedmaier
Sebastian Weisse
Frankfurt
Julia Holzner
Munich
Diana Dorenbeck
Emily von Eschwege
Anastasia Wagensonner
Ines Badusche
Stuttgart
Teresa Ungerer-Benz
Eva-Maria Langwieser
Verena Kirnbauer
Sabine Hueckmann
NetherlanDs
Amsterdam
Tim De Boer
Yuting Pan
RUSSIA
Moscow
Asya Soskova
Ksenia Pimenova
Michael Maslov
Alexander Mazanov
UK
London
Vibi Bangaar
Jules Day
Katie Elias
David Gallagher
Margaret Hoffecker
Brian Keenan
Helen Mills
Meg Morgan
Erin Salisbury
Alexander Watson
Darren Young
Brandzeichen
Amelie Eulberg
India
UAE
Mumbai
Bela Rajan
Dubai
Elissar Amhaz
China
Beijing
Vivien Teo
Rachel Wu
Hong Kong
Rebekah Earp
Simeon Mellalieu
Trissi Yang
Singapore
Tanya Netto
Archanaa Raja
37

KETCHUM Social Responsibility REPORT

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