Ketchum Launches Digital Media Buying Group
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Ketchum plans to invest millions in a digital-media buying group and ad-tech contracts to boost earned and social content, the Omnicom PR shop told Ad Age.
The new group, dubbed Agile Amplification, will house dedicated planners and buyers. It will also run new contracts with ad-tech companies like Kenshoo, a company that supports automated buying across various social-media platforms, as well as demand-side platform software groups like DataXu and digital media companies like YouTube and Facebook.
The group is benefiting from master contracts between many of these vendors and parent Omnicom, as well as Annalect, the digital media and data hub that sits in Omnicom’s media agency network. Working through a holding company’s large contract is cheaper than going it alone with a smaller contract.
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