Ann Wool is a Partner and President of Ketchum Sports & Entertainment and Ketchum Influencer. Ann counsels clients around the world on high-profile campaigns that build and protect brand reputation through sport and entertainment. A veteran of 13 Olympic Games and countless award-winning campaigns, she has been integral to some of the most influential moments in sports and entertainment marketing. For Ketchum Influencer, Ann created an agency wide approach to working with influencers of every level, including evolving technologies the agency uses and establishing a rigorous identification, vetting, partnership, content co-creation and evaluation model for every campaign that utilizes influencers. She is often quoted in influential media and was recognized by Sports Business Journal in 2012 as a Game Changer in sports and by PR Week as part of the Champions of PR in 2016.
The Unsung Value in the Human Vetting of Influencers
by Ann Wool | June 26, 2018
With the meteoric rise of influencer marketing over the past several years, came a multitude of AI-enabled influencer tools that has led marketers to question the value of human eyeballs when determining a short-list of brand-appropriate influencers.
Influencer Marketing: Optimizing Targeting – Bots and Boosting
by Ann Wool | April 25, 2018
The pendulum on the perfect influencer marketing model is literally in full swing. It’s swinging from over-indexing on great influencer content to over-indexing on analytics as the end solution – back and forth. This compels us to thoughtfully consider and analyze the right balance to achieve the optimum impact model. It’s informed by the RIGHT […]
The Next Decade of Olympic Host Cities: A Path Paved with Gold
by Ann Wool | March 1, 2018
With the Olympic Winter Games officially drawn to a close, there’s scarcely a person in the world who consumes any type of media that doesn’t know the name of the latest Olympic host city of PyeongChang, South Korea. Images of the world’s greatest athletes shredding, jumping, racing, and spinning across the Korean ice and snow […]
Why Musical.ly is the Next Big Hit for Influencer Relations
by Ann Wool | June 5, 2017
Just when you think the world is thoroughly saturated with a social network catering to every conceivable group, along comes Musical.ly roaring onto the scene with a simple format that appeals uniquely to Genzennials. Think the hottest hits in music coupled with a simple method of delivering selfie lip-syncing videos that you can comment on […]
The Influencer Relations Gold Rush: How to Find a Nugget
by Ann Wool | January 25, 2017
The 1848 discovery of gold in a hitherto sparsely populated part of the world called California sparked one of history’s classic gold rushes. Gold fever brought thousands of migrants to the region, saw entire gold mining ecosystems spring up almost overnight and set California on a new trajectory. Fast-forward 168 years and another type of […]
Ketchum Influencer: A More Evolved Global Approach to Influencer Relations
by Ann Wool | September 27, 2016
As companies everywhere embrace influencer relations, many face the same question – how do you combine the art of co-creating brand storytelling with the science of delivering hard data to select influencers and measure real business results?