<b>Summary of Idea and Impact</b>: Ketchum and IKEA take a calculated risk and turn a unique citizen marketing opportunity into an award-winning campaign as a man lives in one of the IKEA New Jersey stores for a week.
Ketchum helped Kodak take advantage of a “sore spot” for consumers – namely the high cost of ink – and added a touch of humor to promote Kodak’s new inkjet printers and low-cost, premium ink cartridges.
Proving the best way to lead is by example, Ketchum helped garner corporate support for World Economic Forum (WEF) initiatives that addressed HIV/AIDS, tuberculosis and malaria in developing countries by offering its own services to the organization – for free.
When a news leak about Federated Department Stores’ discussions to buy rival May appeared in the Wall Street Journal, Federated turned to Ketchum for help with its public relations challenge.
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