As Director of Ketchum’s Global Practices, Dale Bornstein works to integrate many of the agency's thought leadership areas. She works closely with senior leaders to ensure the evolution and growth of the agency’s five global practices, which include the Brand Marketing, Food & Nutrition, Corporate, Healthcare and Technology Practices. She also collaborates with Ketchum's complementary businesses, including Ketchum Sports & Entertainment and Zócalo Group, the agency's word-of-mouth marketing unit. In addition, she partners with Ketchum's Chief Innovation Officer to bring next-generation products and offerings, new businesses, and new capabilities to market. And as a member of Ketchum's nine-person Executive Committee, she helps set strategic direction for the agency.
A Ketchum veteran of more than two decades, Dale also acts as Managing Director of the Global Brand and Food & Nutrition Marketing Practices and provides senior counsel to a broad range of clients, including Best Buy (Geek Squad), IKEA, Dr Pepper Snapple Group, Frito-Lay, Kimberly-Clark, Libby’s, ConAgra, and Macy’s.
Committed to developing and retaining the best talent in the agency business, Dale serves as Dean of the Ketchum College Practices Industry School and is co-author of the agency's sabbatical program. She also has helped shape many of the agency’s high-visibility, award-winning initiatives, including a successful viral marketing campaign for Tropicana called “Healthy Kids, Happy Moms” and the launch of WingspanBank.com, the world’s first online bank, and its innovative “iboard of directors.” She also orchestrated a team of more than 150 people to successfully launch Federal Express’s corporate identity – FedEx – around the world, a program that was awarded the public relations industry’s highest honors. What’s more, she led Ketchum’s Best Teams effort, which included staffers from nearly all of Ketchum’s U.S. offices, to successfully conduct media relations and issues management for the 1996 Olympic Torch Relay – an 84-day, 15,000-mile grassroots event that captured the hearts and minds of the American public and the media.
Prior to her current role, Dale served for six years as Director of Ketchum’s New York headquarters office. Previously, she served for four years as the office’s Associate Director and, prior to that, was Director of the New York Brand Marketing Practice. And before joining Ketchum in 1986, Dale was an Assistant Buyer for Saks Fifth Avenue.
Dale received her Bachelor of Science degree in communication arts from Cornell University, where she graduated with honors and currently serves on Cornell’s Strategic Advisory Council for the Department of Communication.
Dale is a member of Women In Communications and has served as a senior judge for industry and marketing awards programs, including the Silver Anvil awards and the Effie Awards. She also sits on the board of directors for Second Chance Toys, a not-for-profit dedicated to the “reuse and recycling” of toys for children in need.
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