Mary Elizabeth leads Ketchum’s research, measurement and analytics sector, Ketchum Analytics. Since joining the agency in 2001, she has been instrumental in growing the business from a handful of team members to well over 60 in 12 cities globally today.
With close to 20 years of experience as a marketing and communications researcher, Mary Elizabeth counsels clients on how to make the best use of data and analytics and derives insights to develop, measure and optimize strategic communication programs. Her work spans all stages of the communications process – from planning to testing to evaluation. She is responsible for the development of a variety of Ketchum’s proprietary tools, including those used for measurement, audience profiling, strategy and creative testing, optimization, as well as the agency’s strategic planning process among others. Her remit is to infuse data and analytics across all aspects of the Agency’s work.
She has spent a large part of her career working with clients who both play in and take advantage of artificial intelligence and automation. Specifically, understanding its impact on businesses across a variety of industries to help clients land on appropriate positioning to best compete in the market.
Her background is in reputation management. When she first joined Ketchum, she launched and managed Ketchum Reputation Lab which is a proprietary specialization of the group. In the Lab, the team uses predictive analytics to deconstruct client’s reputation and determine the levers to pull as the basis for a reputation management strategy. Work in this space spans internal and external audiences in a number of industries including transportation, manufacturing, agriculture, pharmaceuticals, entertainment, CPG, travel and retail.
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