Ketchum Maatschappelijk Jaarverslag

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KETCHUM social responsibility report 2011

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yty overview
Welcome to Ketchum’s 2011 Social Responsibility Report. It’s the second

y
such report card of the activities and commitments underlying what for the
past several years we have called Ketchum Social Responsibility (KSR).

KSR both energizes all of us working here and unites us closely with the
communities in which we live and work. We are connected by our obligations
to every community we touch and to the people we work with – our clients
and the colleagues devoted to serving them – and to society at large. Only by
meeting these commitments along with our business obligations can we

ment
possibly consider ourselves as being part of a successful business.

Each of our KSR activities rests on a set of seven shared focus areas –
Society, Community, World, Integrity, Environment, Profession, and Employees
and Workplace. These areas guide the activities of our employees around the
world, who spearhead scores of projects amounting to thousands of people
hours that are in turn backed by significant financial investments. Whether

ion
we’re working on pro bono assignments, volunteering with one of our
charitable partners, organizing local community events, or serving on one
of the committees responsible for shaping future initiatives, everyone in the
company is part of KSR.

Importantly, we believe that companies make the best contributions by
offering what it is they do best. In our case, this is communication, and a
tenet at the core of our mission is that the world’s most pressing issues often

es
hinge in many respects on communication challenges. Better awareness,
understanding and dialogue among all stakeholders underlie the solutions
to the problems that business, government and civil society face today.
Ultimately, we’re confident that effective communication enables better
outcomes. And in addition to communications, we also give our time in
other areas where the need is great. We are proud to share this report to
show how we have striven to realize this.

ace
Sincerely,

Ray Kotcher David Gallagher
Senior Partner and CEO, Ketchum Senior Partner and CEO, Europe

KETCHUM social responsibility report 2011 | 1

society
community
KSR charter
world
& principles
integrity
environment
profession
employees
&“ workplace The thing that has excited me about KSR from the
beginning was that the initiative was born directly
from colleagues asking for this and Ketchum leadership
listening and delivering. Now, as the new parent of a
one-year-old, I can especially appreciate the aspects of the
program that positively impact the lives of children, both globally
through our work with Room to Read and locally through efforts
such as our continued support of the United Way in New York

”
City. As we begin a new year, I’m excited to see how KSR
will continue to evolve – the possibilities remain limitless!

Greg Dauphin
Growth Manager,
Global Corporate and Healthcare Practices, Ketchum

2 | KETCHUM social responsibility report 2011

charter
We cannot succeed at business and ignore the world around us, because our
business is the world around us. Along with commitments to our shareholders
and business partners, we have obligations to the communities we touch, the
people we work with and society at large, and only in meeting all of these
can we consider ourselves truly successful.

We respond to these constantly changing and growing obligations as a global
business network, as national and local enterprises, and as individual employees.
We call our collective activities Ketchum Social Responsibility, or KSR.

More than a project or a tagline, KSR is an ethos and a philosophy, animated
by efforts large and small to realize true success at every level of business in
all parts of the world.

principles
KSR activities are wide-ranging and designed to meet the specific needs
of our businesses around the world. All KSR activities are based on a set
of shared principles:

Stewardship. Resources are precious and must be deployed judiciously.

Collaboration. We can accomplish more together than separately.

Initiative. Personal commitment is as important as corporate promises.

Communication. Building trust is the core competence we bring to
business and societal responsibilities.

Sustainability. We conduct our business in ways that are sensitive to the
physical, economic and cultural environments in which we operate.

Leadership. We will lead our sectors, professions and markets through
distinctive and truly successful KSR activities.


society
community
world
integrity
Some problems in society universally impact the
day-to-day business world – disease, corruption and
illiteracy are just a few of the challenges that affect

environment
the success of companies wishing to operate globally.
Well-designed corporate social responsibility programs
enable the expertise and funding of corporations to
address these issues in ways that benefit society while

profession
advancing a company’s business interests. To this end,
with Ketchum efforts already in place to address global
health and corruption problems, and with feedback we

employees
received from an employee survey, we set out a few
years ago to find a partner in the effort to improve
literacy and educational levels.

& workplace Room to Read: World Change Starts
with Educated Children
After a review and analysis of partner organizations, Ketchum found
a kindred spirit with Room to Read, a global charity dedicated to
transforming the lives of millions of children in developing countries by
focusing on literacy and gender equality in education. We believe
companies make the best contributions by offering whatever it is they
do best; in Ketchum’s case, this is communication, and we are involved with
a wide range of communications support activities to reinforce the Room to
Read mission around the world.

Ketchum employees in North America, Europe, the Middle East, Asia
and Africa have taken part in the global effort. Media placements in
newspapers and magazines, media training for Room to Read executives,
and the translation of media messages into multiple languages are
among some of the many activities with which we’ve been involved.


What’s more, Ketchum has “loaned” half of the time of a senior consultant,
Julie Ferriot, to Room to Read in the organization’s San Francisco headquarters
to provide high-level support and to coordinate Ketchum teams around the world.
Over the past two years, Julie and Ketchum have supported Room to Read on a
range of global and organizationwide projects and initiatives, including these:

10th Anniversary Media Support
In 2010, Room to Read celebrated its 10th anniversary, the construction of its
10,000th library, the addition of its 1,000th school and a scholarship program
that offers 10,000 girls critical life skills education. The celebration included a
“Trek to 10,000” – an expedition through the Himalayan highlands of Nepal to
visit the site of Room to Read’s first book delivery, led by Room to Read founder
John Wood. To support these developments, Ketchum used its proprietary
Multi-Media Release and developed a media strategy to communicate these
events to media.

“
Ketchum’s commitment to KSR is extraordinary.
I don’t believe any other agency in the business is doing
things as we are. The opportunities that our partnership
with Room to Read provides for our employees to get
involved and help make a difference expand across all
geographies and all staffing levels, and the benefits to
the organization are significant. Together, we’re helping
to bring awareness to the world about the importance

”
of literacy and gender equality in education, and that is
something everyone can be very proud of.

Julie Ferriot
Vice President, Ketchum,
and Ketchum senior consultant for Room to Read


society
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environment
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Cambodia Trip
In November 2010, Julie Ferriot, Ketchum’s senior consultant for Room to Read,

& workplace traveled to Cambodia for Room to Read’s first-ever international communications
summit. There, Julie led training sessions for communication representatives based
in seven Asian countries. In particular, she focused on helping the organization improve
its relationship-building and information-sharing to create a more collaborative and
unified global communications team.

International Literacy Day
In 2010 and 2011, Room to Read joined forces with Twitter in a social media campaign
to increase awareness of illiteracy for International Literacy Day. On that day, Twitter
and Room to Read began posting illegible tweets to symbolize how every sentence
looks to the more than 776 million people worldwide who cannot read or write. Users
were able to decode or “read” the indecipherable tweets and tweet other coded
messages through a special Twitter website. Ketchum helped support this project by
asking its colleagues to spread the word about it to media contacts around the globe
and by developing a news release that could be sent to interested media outlets.

New Library in Nepal
Ketchum made a commitment to raise $15,000 to fund a new library in Nepal to
honor Room to Read’s 10th anniversary and succeeded in meeting this commitment
through fundraising events and individual donations made through automatic paycheck
withdrawals. The library was completed in May 2010 in a village called Panit Chaur, and
it houses more than 800 books and provides a space for regular library periods for local
elementary school students.

On top of these global and organizationwide initiatives, a number
of local Ketchum offices have lent their support to Room to Read
with these individual activities:
Chicago
In November 2010, Ketchum’s Chicago office participated in its second annual silent
auction for Room to Read. Colleagues donated over 40 homemade items and special
gifts to help raise a total of $3,000.

London
The London office provided a range of media support events for Room to Read.
Colleagues developed and pitched a news release announcing Room to Read’s
Big Book Swap initiative and helped generate placements that resulted in five million
impressions. In addition, staff pitched and secured media interviews for cricket players
in the U.K. media to support Room to Read’s partnership with the International Cricket
Council. London office members also hosted a women’s business breakfast workshop,
attracting professionals from a range of London industries to raise funds and engage


“
There’s a lot for us to be proud of as a company – literally
dozens of projects and programs around the world that make
us our industry’s leader in corporate citizenship. Personally,
the proudest moment came at the top of Mt. Kilimanjaro in Tanzania
with four friends from the London office. This was technically a spinoff
from KSR, but it was a Ketchum-inspired initiative to rally the U.K.
public relations community in support of Leonard Cheshire Disability,

”
and the entire Ketchum network came to our support. It was like having
the whole company standing at the top of the mountain with us!

David Gallagher
Senior Partner and CEO, Europe

with Room to Read’s mission while providing a valuable networking opportunity for the
business community. Finally, the office hosted a message training session for Room
to Read’s U.K. branch to enable Ketchum to better understand how to communicate
Room to Read’s core messages.

Los Angeles
Ketchum helped the Room to Read Los Angeles chapter celebrate its 10th anniversary
with a gala at the historic Vibiana Cathedral in downtown Los Angeles. Ten Ketchum
volunteers were on hand to handle guest check-in and donation collection as well as
to assist with the live and silent auctions. The Los Angeles office also conducted
media outreach to local press before the event to raise awareness. Among other
things, guests were encouraged to bid on specific Room to Read “donations,”
including yearlong scholarships, children’s books and desks and chairs for newly built
classrooms. In total, Ketchum’s volunteers helped Room to Read raise more than
$113,000, which was $13,000 more than the previous year.

Munich
In Munich, a working group of six colleagues leads new KSR and eco-friendly activities.
For the month of April 2011, they asked their fellow colleagues to scour their closets
and attics for gently used items they no longer needed and “recycle” them to benefit
Room to Read. The KSR team then held a flea-market-themed fundraising event,
convening at 4:30 in the morning to sell the donated goods. By the end of the day, the
team had collected over 1,000 euros for Room to Read.


society
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New York
Ketchum’s New York office held a Room to Read Story Hour where colleagues

& workplace read passages from their favorite children’s books. More than a dozen colleagues
volunteered to be storytellers, and about 100 employees “voted” with $1 donations
to determine which four contestants would perform readings at the event. The event
raised $900 for Room to Read and collected children’s books for a local charity.
Additionally, throughout the year, the New York office regularly holds bake sales
where colleagues bring in home-cooked treats to sell to the more than 200 people
at the office to raise funds for Room to Read.

San Francisco
Ketchum San Francisco hosted at its office a global Room to Read advisory group
meeting. The three-day event brought Room to Read advisors together for their
annual planning session and involved 30 to 40 hours of event planning and
management support by various Ketchum colleagues.

In addition to Room to Read, we were recently involved in two
other noteworthy efforts to benefit society – a climb to one of
the world’s tallest peaks and the donation of communications
expertise to a one-of-a-kind nonprofit.
Ketchumanjaro
In April 2011, the Public Relations Consultants Association sponsored a trek to
ascend Mount Kilimanjaro in Tanzania to raise funds for Leonard Cheshire Disability,
a U.K. organization that provides support for people with disabilities. For this trek,
dubbed “Ketchumanjaro,” five colleagues from Ketchum’s London office helped raise
a combined £80,000 for Leonard Cheshire Disability. In addition to obtaining private
donations, the team received funds from Ketchum colleagues that were raised through
an online auction.

We Are Family Foundation
Ketchum senior partner and CEO Ray Kotcher is on the board of directors of Nile
Rodgers’ We Are Family Foundation, a leading nonprofit dedicated to building global
coalitions that foster tolerance and respect. One of the foundation’s signature initiatives
is Three Dot Dash, a program that regularly brings together global teen leaders who are
actively working on projects that address basic human needs and promote peace.

To help these team leaders, Ketchum contributes training during the Just Peace
Summit – a weeklong event that engages these inspirational teen leaders from
around the world and brings them to New York to help them learn how to effectively
communicate and better tell their stories.


society
community
world
integrity
“
environment
One of our greatest achievements is that what began
as a series of committee-led initiatives has evolved

profession
into a daily awareness of our social responsibilities as
global citizens. From that awareness, we’ve created

”
a sense of community not only within the Ketchum
network, but in the neighborhoods in which we work.

employees
Cara Rich
Office Manager, Washington, Ketchum

& workplace
Ketchum is a global family of businesses, with offices in
capitals and business centers of the world’s busiest and
most competitive markets.
But we’re also a collection of community businesses. Every Ketchum office sits
in a neighborhood – in Midtown Manhattan, Hong Kong’s North Point, Spitalfields
in East London, or Brooklin in South São Paulo – and each is a unique and
important fixture that figures not just in where we do business, but how.

In both 2010 and 2011, we have worked in our neighborhoods on a wide
range of projects, including fundraisers, school cleanups, tree-planting
projects and children’s reading programs. Our offices took part in community
activities, with an average of 31 people from each office participating. These
projects reflect hundreds of hours of people time and financial investment
by Ketchum companies to ensure our actions speak louder than words
when it comes to supporting our local communities.

Here’s a sampling…


NEW YORK: Members of the Ketchum
New York office participated in a Partnership
for Parks initiative at Lincoln Terrace Park in
Brooklyn, where they helped clean up the
park by painting benches, restoring fences
and removing trash.

DALLAS: Ketchum’s Dallas office
joined forces with Every Child Ready
to Read @ Dallas, a program that focuses
on educating parents about prereading
skills while also providing them with
children’s books to share with their kids
at home. Most of the program’s outreach
is conducted in low-income areas, as
low-income families are less likely to
have books at home or engage in book
sharing with their preschool-aged children.

SÃO PAULO: In Brazil, Ketchum’s São Paulo office is involved in
a number of KSR initiatives. In addition to continuing its work with
+Unidos, contributing case studies about its pro bono work in Brazil,
here are a few other initiatives.
Refugees United
This nonprofit helps refugees relocate missing family through a
unique search engine. Ketchum began working with this organization
in May 2008 and has since created marketing materials to distribute
to humanitarian agencies, NGOs and refugee camps in Brazil and
worldwide.
TUCCA
TUCCA (Association for Children and Adolescents with Cancer) was
founded with the goal to increase the cure rates and improve the
quality of life of disadvantaged young people with cancer who cannot
afford adequate treatment. Ketchum helps produce public relations
materials that are used to help the organization raise funds.
Projeto Acesso
Ketchum helps with the education initiatives of this program, which
helps students with special educational needs in the visual deficiency
area. Ketchum donates time to promote Projeto Acesso and its new
headquarters, which has the capacity to help more students and offer
scholarship support.


AMSTERDAM AND THE HAGUE:
Both our Netherlands offices actively
support the Dutch McDonald’s charity,
Ronald McDonald Kinderfonds, a
program that provides a temporary
“home away from home” for cancer
patients and their families.

BERLIN: Berlin colleagues regularly hold
food drives and collect pre-owned computers
and other requested items on behalf of an
organization called Berliner Tafel – “Berlin
Table” – which gathers and distributes
donated food and goods to more than
300 charitable organizations throughout
Berlin, including counseling facilities,
women’s refuge centers, homeless shelters,
soup kitchens and schools.

“
One of the most rewarding things about being
a member of the KSR team is helping others to
understand the real importance of CSR. To make
a difference, some projects demand the participation of
those in society, and witnessing people getting involved

”
in a good cause is amazing. I consider any way we can
contribute as a great achievement.

Alexandra Aparicio
Corporate Communication Manager, Ketchum Brazil


PITTSBURGH: Ketchum’s Pittsburgh office partnered
with the Carnegie Library of Pittsburgh to clean up the
children’s department. In a four-hour period, Ketchum
SAN FRANCISCO: The San Francisco office colleagues helped process approximately 12,000 books,
started working with a local organization called cleaning them, replacing the stickers on them, and
“scrap,” which is a nonprofit reuse center, materi- pulling any books that needed to be repaired.
als depot and workshop space with a mission to In addition, the Pittsburgh office held a take-your-kid-
stimulate creativity and environmental awareness to-work day that featured an ice-cream-creation
in children and adults through promoting creative fundraising activity where kids broke into teams and
reuse of materials that traditionally have been created ice cream flavors; news releases were created
discarded as waste. In addition, the office to market their inventions; and colleagues paid $1 to
implemented a program for its summer fellows sample the ice cream and vote for their favorites.
that focused on providing media assistance to get
the word out for a nonprofit called Two Degrees,
which has a mission to feed 200 million hungry
children by raising awareness of global
malnutrition and donating a high-nutrition pack
for every Two Degrees food bar that is sold.

“ Ketchum’s social responsibility program gives employees the
opportunity to give back both internationally and locally. Our
partnership with Room to Read gives every employee the
opportunity to contribute directly to the literacy needs of children
in the developing world through charitable donations. And
this past year, in keeping with this same focus on literacy, our
Pittsburgh office volunteered at the Carnegie Library Distribution

”
Center to sort books and other materials, preparing them for
delivery to public libraries all over the area.”

Andy Roach
Partner and Chief Information Officer, Ketchum


DRESDEN: The Dresden office is involved in several major KSR programs:
Kinderhilfe Dresden (Children’s Aid Dresden)
Kinderhilfe Dresden offers help to chronically ill children by building play
areas at hospitals, purchasing special medical devices and providing
social and psychological care for the children and their families. The Dresden
office has been supporting Kinderhilfe Dresden since 2004 by designing
their newsletter and all print products, and by helping the association in all
aspects of public relations.
Weihnachten im Schuhkarton (Operation Christmas Child)
Every year, Dresden colleagues pack decorated shoeboxes with gifts for
children in need all over the world on behalf of Weihnachten im Schuhkarton.
In addition to stuffed animals, crayons and toys, they include helpful
everyday items like toothbrushes, towels and warm gloves.
The Small Enterprise Foundation
The Small Enterprise Foundation works to alleviate poverty by enabling
the poor to increase their income through microcredit and by assisting
them in the accumulation of savings. When the organization got in contact
with Ketchum Pleon, asking for support to create a new logo and general
appearance, the Dresden colleagues did not hesitate to volunteer their time.
The enthusiastic and talented Dresden designers created a new corporate
design, presenting the Small Enterprise Foundation as an innovative and
sustainable enterprise to stakeholders and customers.


“ As part of our Ketchum Social Responsibility effort, three years ago
Ketchum Pleon Spain began participating in a program to ensure
that those who go hungry wouldn’t do so during the holidays.
Our sister Omnicom agencies in Spain as well as many clients,
suppliers and journalists joined us in this effort, and last year we
collected enough food to feed almost 300,000 people for the
Madrid Food Bank. While we are proud of this effort, so much

”
more is needed. We are now working to extend the campaign
throughout the year because the situation is so critical.

Teresa García Cisneros
Partner and CEO, Ketchum Pleon Spain

WASHINGTON: Ketchum’s Washington
office partnered with an elementary
school called Ketcham, both because of
the similarity of the names and because
the Washington office learned that a
teacher and student at the school had
been killed on Sept. 11, 2001. In addition
to general campus cleanup, colleagues
from the Washington office landscaped
an area where memorial trees had been
planted to honor the victims. Colleagues
also regularly support food drives, coat
drives, book drives and a local chapter of
Dress for Success, a nonprofit
organization that promotes the economic
independence of disadvantaged women
by providing professional attire, a support
network and career development tools to
help women thrive in work and in life.

CHICAGO: In November 2010,
Ketchum’s Chicago office helped
sponsor the third annual Special
Olympics Inspire Greatness Gala.
As a bronze medal sponsor for
the event, the office helped the
Special Olympics of Illinois
welcome over 370 guests and
raise nearly $600,000.


DÜSSELDORF: Every December, Ketchum Pleon and
sister Omnicom agency BBDO colleagues pick a note
from the “Children’s Christmas Wish Tree” and buy a
present for students in need in selected Düsseldorf
schools. The activity takes place in cooperation with
Düsseldorfer Kindertafel (Children’s Table), a charity
that ensures that school children who lack the means
receive a hot lunch every day.

FRANKFURT: Every six weeks Frankfurt
colleagues support various community projects,
including the Mutter-Kind-Heim Preungesheim,
a facility that enables imprisoned mothers to live
with their young children, and Sandra Völker
Stiftung, a foundation that supports and
protects sick children.

MADRID: Ketchum’s Madrid office,
led by Teresa García Cisneros, CEO of
Ketchum’s Spain operation, partnered
with Omnicom to donate over 14 tons of
food to the Madrid Food Bank through
its “Hambre contra el Hambre” (Hunger
against Hunger) initiative. The food
products collected were sufficient to
feed 300,000 people and were donated
to the Madrid Food Bank, which
distributes food to various support
centers.


society
“
community KSR exists to make the community and world a

”
better place, and, to be given the opportunity to make

integrity
a difference as part of my job, I am truly grateful!

Brandy Brett

environment
IT Administrative Specialist, Ketchum

world
profession
Many of the world’s most pressing issues are at least in part matters of

employees
communication. Broader awareness, deeper understanding and enhanced
dialogue among all stakeholders are key aspects of any solution to the problems
confronting business, government and civil society today, and Ketchum is
proud to have a voice on these matters with active participation in global forums.

& workplace
United Nations Global Compact
Since 2001, Ketchum has been proud to be a member of the United Nations Global Compact and
has practiced its principles through active participation and promotion of its aims to our clients and
their stakeholders. Specifically, we have designed our management policies to reflect the standards
established by the Global Compact in these areas:
Anti-Corruption/Transparency: Ketchum’s Disclosure Guidelines ensures that Ketchum
colleagues are transparent in their dealings with the media, identifying the client or other entities
as sources of the information.
Code of Business Ethics Agreement: This document, formally acknowledged by each
colleague, provides standards for, among other areas, truth and accuracy in communications,
record keeping, conflicts of interest and privacy.
Equal Employment Opportunity Policy: Ketchum hires and promotes colleagues solely
on the basis of ability, training and experience.
Harassment and Discrimination Policy: Any harassment or discrimination of employees
or others at Ketchum undermines the integrity of our employment and our relationships, and this
conduct is unacceptable and is not tolerated.
Workplace Violence: Ketchum provides a safe workplace for all employees, and threats,
threatening language or any other acts of aggression or violence made toward or by any
Ketchum employee are not tolerated.


In 2010 and 2011, Ketchum helped the Global Compact engage with a new and significant
NGO that seeks to give new standing to environmental, social, governance and corporate
commitments. The International Integrated Reporting Committee is developing guidelines for
integrating nonfinancial and financial data for review and reflection by shareholders and other
corporate stakeholders. Ketchum is represented on the International Integrated Reporting
Committee task group on communication and engagement and has helped the Global Compact
liaise with the Committee. In addition, Ketchum has generated several messages on International
Integrated Reporting Committee progress on the website of the Global Alliance for Public
Relations and Communication Management.

World Economic Forum
Ketchum also has been an active participant in the World Economic Forum since 2004,
contributing to its mission to “improve the state of the world” with delegations to its 2010
and 2011 annual conferences in Davos.
In keeping with a commitment to supporting organizations with communications, Ketchum
has a rotating program to “loan” consultants to the World Economic Forum to provide on-site
support with communications strategy and execution. What’s more, this opportunity is not limited
to Ketchum colleagues who work in the area of corporate communication or who work in Europe;
colleagues at any of Ketchum’s global offices are given an opportunity to apply for this position.
A colleague from Ketchum’s London office served at the Forum’s Geneva headquarters for 2009
and 2010 to support activities related to global health, anticorruption, and general media relations
and communications; and, most recently, Abby Berg-Hammond, a senior account supervisor
from Ketchum’s Chicago office Healthcare Practice, has continued this commitment by
contributing her skills to the Forum’s Media and Communications team initiatives in 2010 and
2011. This has included support for the launch of the Forum’s annual Global Competitiveness
Report and all communications for the Gender Parity Group, including the launch of the annual
Gender Gap Report. Ketchum also sends colleagues to most of the seven annual World
Economic Forum regional meetings to assist with and better understand the Forum’s work.

“
I feel incredibly fortunate to work at a company that supports
this type of opportunity and sets professional development as
such a high priority. I’ve always wanted to work abroad, and to do
so for the World Economic Forum, with Ketchum’s support, has been
incredible. The Forum is a fascinating place that constantly tests your

”
ability to adapt quickly and find new ways to bring value to everything
you do. My tenure at Ketchum prepared me to meet this challenge.
Abby Berg-Hammond
Senior Account Supervisor, Ketchum Midwest


society
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& workplace
“ As Ketchum’s CEO, I am proud of the commitment Ketchum
has to ethics and the impact it has had on our people and clients.
Our dedication to ethics is an important part of what defines us.
It is clearly stated in our values: We conduct our business and
ourselves with an unwavering commitment to honesty and integrity

”
– taking ownership of every action, standing up for the ideals that
define us and standing by the people who have earned our trust.

Ray Kotcher
Senior Partner and CEO, Ketchum


We understand our world is changing. Business and
consumer confidence is at an all-time low, and now, more
than ever, corporations must answer for more than just
their bottom line. In this new climate, companies must
conduct their affairs in a manner that makes sense for the
business while considering broader societal expectations.
Credibility is at the heart of all our businesses, and Ketchum has an
unyielding position on the importance of ethics throughout our operations.
Ketchum businesses are signatories to the standards of conduct set forth
by the various professional and trade bodies around the world overseeing
the practices of public relations, public affairs, lobbying, word-of-mouth
marketing, and pharmaceutical marketing and communications. We have
made ethical decision-making a core skill of all employees through
training, leadership development and practical guidelines to ensure our
business is conducted with the highest levels of transparency and
responsibility throughout the company.

In addition to underscoring the importance of operating ethically in
numerous communications to colleagues throughout the year, all
employees in our offices and business units are required to participate in
annual training and are tested to certify they understand our ethics policies
through successful completion of a mandatory online quiz. We update an
online video-based training course each year to help our colleagues
understand the evolving policies. The video training accompanies the
quiz, so our colleagues have real-time access to the most current
standards and practices.

Furthermore, every year we update our policies as social media continues
to expand into new territories of communication. Our employees share
various issues they have encountered, we learn from them, and we adapt
our policies accordingly. For example, in 2010, among other things, in
our policies on disclosure, we added a section with clear guidelines on
disclosure when working with bloggers.


society
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&“workplace There is no company or organization in the world
today that isn’t touched in some way or other
by issues of sustainability. In a few short years,
Ketchum made great progress in our efforts to make
decisions that are smart for the environment and develop
sustainability capabilities for our clients that cross all
borders, whether they’re geographic or organizational.

”
In sum, we are facing the future head-on in a way that
benefits Ketchum, our clients and our planet.

Dave Chapman
Partner and Director, Ketchum West


When it comes to the environment, we have long been an
advocate of responsible energy use, and our businesses
around the world have set policies to reduce waste, increase
energy efficiency and promote sustainable business
practices with employees.
In 2010 and 2011, we conducted a global audit of all offices to determine both
what already has been done environmentally and what opportunities and limitations
there are for doing better in the future. The audit went well beyond assessing
such basic environmental areas as carbon footprint (including traveling and
commuting), energy conservation and recycling to cover such areas as
paper policy, water conservation, responsible sourcing of office supplies and
materials and environmental volunteerism, and established sustainability practices,
policies, and communication of those policies. The audit also helped establish the
measurement tools that individual agency operations could and would use to
document performance and accomplishment.

Among some of our ongoing sustainability efforts has been an ambitious
agencywide initiative to reduce the use of paper in daily operations through the
use of new information technologies, updated reporting procedures and simple
awareness of unnecessary paper use. As a result, through the adoption of
paperless initiatives such as centralized vendor invoicing, we have cut local office
paper consumption in half, and, through the implementation of integrated electronic
payroll systems, we have eliminated the printing of 18,000 paychecks annually.
On top of this effort, we also have put in place a number of other measures to
reduce our energy use, including a system that allows 73 percent of our computers
to automatically go into sleep mode when dormant and 41 percent of our lights
to turn off after work hours.

Over the next few years, we will build on these efforts with a global sustainability
policy committed to continued improvement and a broadening reach year over
year. In 2012, we will undertake an agencywide program to measure our carbon
and gas use, energy consumption and waste output, and then set targets for the
reduction of these levels; and in 2013, we plan to continue to make incremental
improvements to these programs.


society
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community
Ketchum has a long history of being involved in the industry.

world ”
We helped form the Council of PR Firms, the U.S. trade organization
representing the agency business; we led the effort with the Association
for Measurement and Evaluation to develop the Barcelona Principles,

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the first time the industry agreed to basic measurement principles; and
every year, several of our senior leaders are holding leadership positions
in organizations around the world.
Rob Flaherty

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Senior Partner and President, Ketchum

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The professional and trade bodies that govern business
practices in our companies around the world are incubators
for innovation, best practices and leadership development.
They also provide platforms for meeting opportunities and
solving problems that are bigger than any one company.
We believe as global leaders in the communications business that we have important
roles to play in the local, national and international bodies that set standards and establish
leading practices in our professions, and our executives serve as leaders in some of the
most important of these groups around the world.

Global
David Rockland, Ph.D., managing director of global research at Ketchum, is on the board
of directors of the Association for Measurement and Evaluation (AMEC), a growing
trade body whose purpose is to define and develop the industry on an international scale
with better professional standards for both companies and individuals. Most notably, David
is a recent recipient of AMEC’s new Services to Industry Award, which was presented
for his contribution to developing the Barcelona Principles, an industrywide effort to bring
professional standards and global consistency to PR measurement that were ratified at


the 2nd European Summit on Measurement in Barcelona in June 2010, co-sponsored by AMEC
and the Institute for Public Relations.

John Paluszek, Ketchum senior counsel, is chairman of the Global Alliance for Public Relations
and Communications Management, which builds on the cooperative efforts of PR
professional bodies to tackle common problems with a global perspective. John literally travels
the world, speaking on behalf of the Alliance and its mission to unify and link PR professionals,
raise standards of service, develop member organizations and serve the profession.

North America
Ray Kotcher, Ketchum CEO, is a vice president, a member of the executive committee and a
member of the board of trustees of the Arthur W. Page Society, a professional organization
that seeks to strengthen the management policy role of the chief public relations officer.

Paul Rand is president of the Word of Mouth Marketing Association, the U.S.-based body
for the viral, buzz and word-of-mouth marketing industry. Paul has helped the association
renew its ethical code of conduct, establishing best practices, unacceptable practices and
baseline rules for this rapidly growing field.

Europe
David Gallagher, CEO of Ketchum’s European operation, Ketchum Pleon, ended a term
in 2011 as chairman of the U.K. Public Relations Consultants Association, for which
he helped update the organization’s governance policies, launch a dozen industry interest
groups, form a cooperative partnership with a British charitable organization, invite in-house
teams as members, and spread its reach internationally with members from abroad. David is
also a board member of the International Communications Consultancy Organization,
the global trade body for national agency associations, and its incoming vice president.

Teresa García Cisneros, CEO of Ketchum Pleon Spain, was appointed president of the
Association of Public Relations and Communications Consulting Companies, a nonprofit
whose mission is to foster the growth of public relations and communications in Spain,
safeguard the corporate reputation of its members and contribute to innovation in the sector.

Asia Pacific
Kenneth Chu, CEO of Ketchum Greater China, serves as vice president of the Shanghai
Public Relations Association, marking the first time a member of a PR agency has held
this position, and Simeon Mellalieu, general manager of Ketchum Hong Kong, is the chairman
of the Council of Public Relations Firms of Hong Kong.


society
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world
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& workplace We are committed to using the best practices and tools
for recruiting and retaining a workforce that reflects our
global community. By attracting the best talent from
diverse backgrounds and experiences, our globally
recognized and locally run businesses provide unique
perspective and extraordinary creativity and services to
our clients. In this way, we foster a workplace where
all employees can achieve their greatest potential.


A Great Place to Work
In 2011, Ketchum was selected as one of the Top Places to Work in PR by PR News,
along with nine other agencies, five corporations and five nonprofits. This is the second
year in a row the agency has been recognized with the distinction. In addition, a number
of our offices have been named as “great places to work,” and, in particular, for the
past six years, our London office has been designated one of the best 50 places work
in the U.K. by the Great Places to Work Institute and the Financial Times. In 2011, the
London office entered the top 10 with a ranking of No. 10. Why? The people, of course
– and the employee-run office meetings, an outdoor basketball court, showers for
cyclists and runners, and assignments to social “houses” to give all colleagues a close
community of friends and encouragement.

Ketchum University
Ketchum prides itself on its reputation for providing the best learning opportunities in
the industry. Opportunities for learning and professional development have always
been important to Ketchum – learning is at the core of our work.

Ketchum’s dedication to employee learning continues to translate into value for our
clients. As account teams servicing and counseling our clients become more refined
PR practitioners, they create programs that are increasingly fresh, creative and effective
for our clients. We believe that employee learning is an investment worth making, and
we continue to raise the bar we have set as the industry leader in this category.

“
What has impressed me most about KSR is that, after careful
deliberation, the program was designed, and, subsequently, has been
well implemented, in the framework of a Ketchum core competency –
communications. The program not only motivates and energizes
our Ketchum colleagues around the world, but also created a
credible model for clients and the many other organizations seeking

”
to act positively in the sustainability space. KSR therefore has been
believable as a commitment and effective in action.

John Paluszek
Senior Counsel, Ketchum


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& workplace
Through Ketchum University, the agency invests in our industry’s best talent
by providing learning and development that help employees grow professionally
and achieve great results for our clients. The curriculum features more than
50 learning programs that are conducted as local seminars and global sessions.
Courses are offered on topics ranging from leadership and business development
to core business skills like media strategy and creativity. And activities are highly
interactive, enhancing collaboration and drawing on the strengths of course
participants while distributing knowledge and best practices throughout our
global network.

Off-site and interoffice learning opportunities also are offered through such
programs as our renowned Camp Ketchum.

Camp Ketchum
It was back in the summer of 1986 that Ketchum first brought to life a camp
experience for promising up-and-coming employees as a way to build an esprit
de corps among this group of Ketchum future leaders – helping them develop
as leaders as well as learn about Ketchum methodologies and all we have to
offer clients. A quarter-century later, hundreds of Ketchum’s most promising
talent have attended what today is known as Camp Ketchum. Many of the
attendees have gone on to hold very important positions within the agency and
within the industry at large. In July 2011, Ketchum continued the latest chapter
of this tradition when it hosted 76 colleagues from 38 offices in 16 countries for
five days in Mont Tremblant, Quebec, Canada.

Omnicom University
Ketchum leaders participate throughout the year in programs managed by the
Omnicom University Senior Management Program, Postgraduate SMP Program,
Financial Leadership Program and Advanced Management Program. These
programs, originally developed with the Harvard Business School, are
considered to be among the world’s preeminent executive education programs.


“
Every idea that gets posted by a college student to Mindfire,
our creativity crowdsourcing site, results in a donation of a
local-language book for children in the developing world
through our partnership with Room to Read. This has been
an excellent incentive for students to participate in Mindfire,

”
and a nice way for Ketchum to honor its commitment to the
cause of literacy.

Karen Strauss
Partner and Chief Innovation Officer, Ketchum

Mindfire
To add to the flow of ideas that Ketchum generates for its clients, the agency created
the industry’s first external crowdsourcing site, Mindfire. Launched in September
2010, Mindfire is an open innovation community where graduate and undergraduate
students with demonstrated creativity, communications and digital skills are
presented with real business challenges facing Ketchum and its clients. Hundreds
of students from over 30 leading universities – including Syracuse University’s S.I.
Newhouse School (U.S.), the University of Southern California (U.S.), the Media
School, Bournemouth University (U.K.), CELSA Paris-Sorbonne (France), Tsinghua
University (China), the Chinese University of Hong Kong, Symbiosis Institute of
Media and Communication (India), and Universidad Argentina de la Empresa – submit
creative ideas, comments and insights to the shared community. In return, students
gain practical experience, global perspective and unique incentives, including career
coaching with Ketchum partners, exclusive webinars, prizes and job notifications.

Mindfire has become a valued recruiting resource for Ketchum, leading to several
hires across offices in New York, London, Hong Kong and Dubai. And to further
integrate Mindfire into Ketchum’s company culture, every idea posted on Mindfire
results in an agency donation to Room to Read, Ketchum’s philanthropic partner,
for the purchase of local-language books for needy children in the developing world.


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Art@Ketchum Pleon
Organized and curated by Sue Smallwood, Art@Ketchum Pleon exhibits have been
transforming the Ketchum Pleon London reception area into a public art gallery since

in
January 2009, when it first featured a series of photo portraits by Andy Whale. Ever since
then, a new collection of contemporary artworks has made its appearance every eight
weeks. Ketchum Pleon London hosts a drinks reception and private view during the first
week of each exhibition, allowing Ketchum Pleon employees, clients, suppliers, local
communities and friends to meet the artist. The artists are selected for their thought-
provoking and inspiring work, and Ketchum Pleon intends to display as many different
techniques and styles as possible, including photography, printmaking and painting.
Employees are actively encouraged to nominate suitable artists. The initiative is a great

e
example of the agency’s commitment to creativity and the London art community.

Over the past two and a half years, the program has featured some of the U.K.’s leading artists,
such as Paul Catherall (linocuts), Bodymap’s David Holah (printmaker), Karin Gunnarsson
(photographer), John Lee Bird (artist), Gail Mallatratt (woodcut printer), Stephen Rothwell (artist),
Monica Curtin (photographer), Tom Frost (illustrator), Danny Flynn (printmaker), Ilyas Kirkan
(abstract artist) and others. What’s more, Art@Ketchum Pleon nurtures the London office’s

p
own in-house talent by annually hosting a “Not the Royal Academy Summer Show,”
featuring artwork from colleagues across all the office’s practice groups.

Ride to Work
In addition to art, our London office also has initiated several policies over the years to encourage

em
a healthy and inclusive workplace throughout its workforce, with one of the biggest ones being
the Ride to Work program. This enables colleagues to rent bicycles from Ketchum for a 12-month
period and then purchase the bike at the end of the period for only five percent of the original cost.

“ The impact and reach of our KSR efforts is completely dependent
on the generosity of our Ketchum colleagues. The time Ketchum

&
colleagues donate inside and outside of work, along with the ideas

”
and energy they share, has changed the communities in which we
work and live. I know this is just the beginning of many things to come.

Mindy Rubinstein
Partner and Chief Communications Officer


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