NEW YORK, Aug. 7 /PRNewswire/ -- Ketchum, a leading marketing and
corporate communications firm, announced today 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, Zocalo 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.
Edmondson and Danzer possess more than 30 years of combined experience
in the fashion industry. Prior to joining Ketchum, Edmondson served as
director of global marketing at Levi Strauss and vice president of
marketing at Rocawear. Danzer, who was named a "Marketer of the Next
Generation" by Brandweek, is best known as the brand architect behind
2(x)ist, founder of PL>Y Underwear (and the inventor of the iBoxer), and
the executive responsible for brokering Donald Trump's Signature
dress-shirt and tie deal with Phillips- Van Heusen.
A communications innovator, Ketchum ranks among the largest global
public relations agencies, operating in more than 50 countries. With five
global practices -- Brand Marketing, Corporate, Healthcare, Food and
Nutrition, and Technology -- and specialty areas that include Concentric
Communications (experiential marketing, events and meetings), Ketchum
Entertainment Marketing, Ketchum Global Research, Ketchum Sports Network,
Stromberg Consulting (change management and workplace communications) and
The Washington Group (lobbying and government relations), Ketchum leverages
its marketing and corporate communications expertise to build brands and
reputations for clients. For more information on Ketchum, a unit of Omnicom
Group Inc. (NYSE: OMC), visit http://www.ketchum.com.