Ketchum Launches Fashion Interactive 2.0

Veteran Innovators Roy Edmondson and Jeff Danzer Lead New Apparel Marketing


Aug 07, 2007, 01:00 ET from Ketchum

    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.
     About Ketchum
     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

SOURCE Ketchum