Esty Pujadas
Partner and Director, Global Technology Practice
From the introduction of the assembly line to the latest smartphone device, technology has always been about the power to transform.
Ketchum's Technology Practice provides strategic public relations and marketing communications that tell the story of how technology changes the way we work and live. With more than 200 consumer and B-to-B technology specialists and over 1,000 communications professionals worldwide, we use our reach and expertise to support clients that range from global leaders such as Nokia, IBM and Kodak to early-stage innovators.
Our practice specialty areas include the following:
Digital lifestyle
Influencer relations
Industry analyst relations
Corporate positioning
Technology brand marketing
Audience-specific marketing
Product reviews
Product launches
Content development
Integrated marketing communications
Online-offline integration
B-to-B technology, with an emphasis on telecommunications, mobile/wireless, IT systems and services, e-business, security and software.
For Kodak's EASYSHARE All-in-One printers, Ketchum used humor to tap into consumers' dissatisfaction with the high cost of ink. The high volume of A-list media placements, blog posts and ink-cost calculator downloads shows that consumers do pay attention when the message is on target.
San Francisco-based Access Communications, a firm known for its high-tech and consumer technology work, was acquired in 2008 to further Ketchum’s client work in the consumer technology segment, while also expanding the agency’s California footprint, expertise and services. The range of clients supported by Access includes Toshiba, PayPal, Intuit, SEGA and Digg.com.
For Best Buy, Ketchum applied guerilla marketing tactics to make geekdom cool. The launch of Best Buy's Geek Squad netted a very cool 73% overachievement of sales targets for Geek Squad service visits, and a media campaign that reached 30 million consumers.
Whether your target audience is consumer or business, the highly dynamic and competitive technology industry demands communication programs that simplify and motivate. Ketchum's Technology Practice has the expertise, creativity, and communications skills to ensure that people will not only understand your products -- they'll understand why they matter.
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