NEW YORK and COLOGNE, Germany, July 27, 2018 – Ketchum, a leading global communications consultancy, today announced a new advanced biometric testing-based service offering, Ketchum Unfiltered, in an exclusive partnership with september Strategie & Forschung, a research and consulting company based in Cologne, Germany.
Offered through Ketchum Analytics, Ketchum Unfiltered is a data and analytics approach that helps brands be data smart with message and content development. It utilizes a two-pronged method that combines state-of-the-art biometric research with interviews to better understand audience reactions to creative and messaging. Powered by september, the biometric reader measures and interprets body signals to determine which messages or aspects of the creative are triggering specific physical and emotional responses. In-depth interviews, conducted by Ketchum Analytics, and analysis of the data complement the biometric findings to provide companies with a holistic understanding of how their campaigns impact their audiences at both the conscious and subconscious levels.
“Brands need to constantly work to understand what motivates their consumers on a deeper emotional level and how that triggers them to act,” said Mary Elizabeth Germaine, EVP and managing director, Ketchum Analytics. “This innovative approach allows us to work with clients to test and refine their creative and messaging on a deeper, more nuanced level, ultimately helping companies better understand their audiences’ reactions to their campaigns and how to best use that data to optimize their communications strategies.”
While Ketchum and september entered into an exclusive partnership in the U.S., the offering will be scaled to clients globally.
“We are excited to bring this powerful approach to the U.S. market through our exclusive partnership with Ketchum,” said Markus Küppers, managing director, september. “Only when brands tell a meaningful, uniform and memorable story are they effective. We tie proven psychological research together with state-of-the-art emotion research to provide powerful insights for Ketchum to leverage, build upon and apply to their clients’ campaigns.”
We at september believe that stories are the oldest form of information organization. Only when brands and messages tell the consumer a story are they experienced as meaningful, uniform and memorable. In its constant effort to unravel consumers’ unspoken motives, attitudes and inner conflicts, september provides clients with valuable insights. To do so, september ties proven psychological research together with state-of-the-art emotion research, a powerful method to read and interpret body signs. September’s clients profit from this unique two-pronged approach, and in our partnership with Ketchum, frequent PR research objectives such as message testing can be dealt with in the most modern and effective way.
About Ketchum Analytics
Ketchum Analytics is one of the largest research groups embedded within a major communications consultancy and has been a pioneer in the field of communications research and analytics for more than 20 years. Its client work has won numerous industry awards, including the Holmes Report’s 2017 Diamond SABRE Award for Measurement and Evaluation and the International Communications Consultancy Organization’s 2017 Best Global Healthcare Program.
Ketchum is a leading global communications consultancy with operations in more than 70 countries across six continents. The Holmes Report’s Creative Agency of the Year, Ketchum is the winner of 75 Cannes Lions and an unprecedented six PRWeek Campaign of the Year Awards. Ketchum partners with clients to deliver strategic programming, game-changing creative and measurable results that build brands and reputations. For more information on Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
About Omnicom Public Relations Group
Omnicom Public Relations Group is a global collective of three of the top global public relations agencies worldwide and specialist agencies in areas including public affairs, marketing to women, fashion, global health strategy and corporate social responsibility. It encompasses more than 6,000 public relations professionals in more than 330 offices worldwide who provide their expertise to companies, government agencies, NGOs and nonprofits across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding and research.
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