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The Marketer’s Guide to 2022

Air Daily at 10am CDT

What will 2022 look like for marketing professionals? Join leaders from global communications consultancy Ketchum to hear what’s on our radar as we help many of the world’s leading brands buckle up for another year of often-unexpected opportunities and road bumps. During the week of Oct. 11, we invite you to spend 15 minutes each morning hearing insights and actionable tips on everything from tech burnout to the Great Wait to the myth of the new normal.

Your guides include Ketchum President & CEO Mike Doyle; Tamara Norman, partner and managing director, and Lauren Butler, senior vice president, Employee Internal Communications & Engagement; Mary Elizabeth Germaine, partner and managing director, Analytics; Lisa Sullivan, partner & managing director, Technology; Rob Bernstein, managing director, Global Commercial Strategies; and Courtney Nally, executive vice president & North America director, Entertainment, Sports & Influencer Marketing.

Sessions Include:

Monday, October 11 – Top 2022 Trends in Employee Engagement

Tuesday, October 12 – Technology: Hero or Hazard?

Wednesday, October 13 – The New Data Divide: Smart vs. Rich

Thursday, October 14 – Proving Return on Influence

Friday, October 15 – Showing Up & Standing Up: Why Values-based Leadership Needs to be Our New Normal

 

“Coffee Breaks” Schedule

Top 2022 Trends in Employee Engagement

Presenter: Tamara Norman, Partner & Managing Director, Ketchum and Lauren Butler, Managing Director, Employee Communications & Engagement, Ketchum

How do you keep your most important stakeholder – employees — engaged and enthusiastic brand ambassadors during the Great Wait? This session looks at trends and tips in a hybrid work environment and evolving Return to Office strategy.

 

Technology: Hero or Hazard

Presenter: Lisa Sullivan, Partner & Managing Director, Technology, Ketchum

Technology has been vital in keeping people connected and entertained. But a new Ketchum study shows that 42% of the general public say they felt worse, not better, about technology’s involvement in their lives during the pandemic. Learn more about this “techlash” and the path forward for marketers.

The New Data Divide: Smart vs. Rich

Presenter: Mary Elizabeth Germaine, Partner and Managing Director, Analytics, Ketchum and Jamey Peters, Partner and Chief Client Operations Officer, North America, Ketchum

2022 will continue to deliver a wealth of data, but it’s not enough to be data-rich – marketers need to be data-smart. Learn about a new approach to data that uses the past to predict the future, integrates communications into the mix and proves the direct path from campaigns to the cash register.

Proving Return on Influence

Presenters: Rob Bernstein, Managing Director, Global Communication Strategies, Ketchum and Courtney Nalley, Executive Vice President & North America Director, Entertainment, Sports & Influencer Marketing, Ketchum

Influencer marketing spend has grown more than 8x in the last five years, but companies are still experiencing mixed results. This Coffee Break discusses how influencer marketing is changing and what marketers need to do differently to achieve “return on influence.”

Showing Up & Standing Up: Why Values-Based Leadership Needs to be Our New Normal

Presenter: Mike Doyle, President & CEO, Ketchum, Amanda Gadaleta, Managing Account Supervisor, Travel, Hospitality & Leisure, Ketchum, and Myreete Stanforth, Senior Manager, Business Devleopment, Ketchum

Looking at the year ahead and the powerful mix of opportunities and occasional obstacles, the real new normal is that there isn’t one. In this session, Ketchum’s president & CEO discusses with two rising leaders in the industry how the brands can show up, stand up and lead from their values, and how they apply this to their own workplace.

Lauren Butler

Managing Director, Employee Communications & Engagement, Ketchum

Lauren is an Senior Vice President in Ketchum’s Employee Communications & Engagement specialty. She specializes in helping clients build corporate culture and understand employees’ mindsets, identifying the right channels, content, programs and tailored messaging to engage and transform their workforce.

Tamara Norman

Partner and Managing Director, Ketchum

Tamara is a partner and managing director at Ketchum, where she heads the global consultancy’s Employee Communications & Engagement specialty. A PRWeek 40 Under 40 honoree, she collaborates closely with clients to create and deploy corporate reputation campaigns and believes that all strong reputation programs begin inside.

Lisa Sullivan

Partner and Managing Director, Technology, Ketchum

Lisa is a seasoned international communications strategist bringing innovative and disruptive ideas and technologies to market. As managing director of Ketchum’s Technology industry, her expertise spans enterprise technology, consumer electronics, mobility, connected home/car, IoT, transportation, wearable tech, marketing tech, health tech, security and startups. She has helped technology firms make their mark in Silicon Valley and beyond, advised Fortune 100 CEOs on a global stage, and developed high-performing teams across international borders. Lisa is also a key architect of Ketchum’s approach to technology as both a vertical industry and a horizontal specialty, working with clients across retail, transportation, healthcare, financial services and consumer goods.

Mary Elizabeth Germaine

Partner and Managing Director, Analytics, Ketchum

Mary Elizabeth Germaine is partner and managing director of Ketchum Analytics—one of the largest research groups embedded within a major communications agency, a communications research and analytics pioneer, and AMEC’s 2020 Platinum Award winner. Over 20 years, Mary Elizabeth has grown the Analytics team to more than 60 professionals in 12 cities. She counsels clients on the best use of analytics and derives insights to develop strategic communication programs that span the entire communications process — from planning to testing to evaluation. In partnership with Omnicom PR Group’s chief innovation officer, she recently led the development of a patent-pending precision communications platform, omniearnedID.

Courtney Nalley

Executive Vice President & North America Director, Entertainment, Sports & Influencer Marketing, Ketchum

Courtney leads influencer marketing at Ketchum, working with client teams to manage influencer experiences for many of the world’s boldest marketers. She also oversees talent negotiation, television integrations and branded content. In more than 15 years at Ketchum, she has worked with everyone from A-list Hollywood filmmakers to more than 200 Olympic athletes to celebrities who “never do endorsements.” In 2019, Courtney was named to the PRWeek 40 under 40 list for creating Ketchum’s influencer marketing business and talent procurement team.

Rob Bernstein

Managing Director, Global Commercial Strategies, Ketchum

Rob brings more than 25 years of digital marketing and journalism experience to Ketchum, where he helps brands shape and express their voices in the digital age. Rob oversaw the digital and content practice at IPG Mediabrands, crafting performance strategies, creative messaging and full-funnel paid media planning for Fortune 500 clients like Coca-Cola, Fiat Chrysler Automobiles, Estée Lauder, Arby’s, CVS, Johnson & Johnson, Amazon and Sony Pictures.

Mike Doyle

President & CEO, Ketchum

As president and CEO of one of the world’s top communications consultancies, Mike Doyle helps companies tell their stories, connect with people and use communications to inspire action. Mike has helped clients launch products and services, combine companies, navigate crises, and find purpose in an increasingly competitive, connected and consumer-empowered society. He co-chairs Omnicom’s global OPEN Pride employee resource group and serves on the global Board of Directors for GLAAD, the world’s leading organization dedicated to accelerating acceptance for the LGBTQ community. A Philadelphia native and Muhlenberg College graduate, Mike splits his time between New York and Asbury Park, New Jersey.

Amanda Gadaleta

Managing Account Supervisor, Travel, Hospitality & Leisure, Ketchum

Amanda is a versatile and bilingual integrated marketing professional with dynamic experience in travel, lifestyle and spirits. As a member of Ketchum’s Travel, Hospitality & Leisure team, she works in the travel and lifestyle space, leading successful communications strategies for tourism and hospitality brands. Amanda is a Belong@Ketchum DE&I leader in Ketchum’s New York marketplace and graduate of Hofstra University. Amanda is fluent in English, Spanish and the Portuguese dialect of Galician.

Myreete Stanforth

Senior Manager, Business Development, Ketchum

Myreete is a core member of Ketchum’s global Growth Network, supporting a multi-million-dollar pipeline. Her leadership skills have garnered her honors that include PRNEWS’ PR People & Rising Stars 2020 and The Plank Center for Leadership in Public Relations 2021 Emerging Leader Honoree. As a member of the Plank Center, Myreete co-created the Emerging Leaders Committee to develop resources for lower- to mid-level PR practitioners. She is a graduate of The University of Alabama, where she has been a multi-year Oakley Society mentor for that institution’s College of Communications and Information Science.

Jamey Peters

Chief Client Operations Officer, North America, Ketchum

Ketchum clients have trusted this communications leader for strategic and creative counsel since 2004 when he joined Ketchum. Today, as partner, managing director and portfolio leader, Peters leverages his 27 years of public relations experience in the ever-evolving retail sector by working with client teams to drive feet to store (brick and mortar) and clicks to sites (e-tail). Engagement ranging from product and brand launches, media relations, franchisee & employee engagement, store openings, corporate reputation & crisis management and path-to-purchase messaging.

 

The Marketer’s Guide to 2022