MasterCard Set to Select Ketchum as New PR Shop
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MasterCard is set to select Omnicom’s Ketchum as its corporate PR agency in the U.S. following a competitive review, Ad Age has learned.
IPG incumbent Weber Shandwick competed with Ketchum in the final round. Initially, the brief went out to independents Ruder Finn, Edelman, Taylor Strategy and APCO, as well as Next Fifteen’s Bite and WPP’s Public Strategies and Cohn & Wolfe. After the initial briefing, at least a few of these agencies decided not to participate, according to people familiar with the matter.
Cohn & Wolfe has supported various digital and social efforts for the company, APCO has provided reputation and issues-management services and Taylor has worked on various consumer efforts. It’s not immediately clear how the change will affect the PR shops still involved with the company, but the move is a blow to incumbent Weber Shandwick. The agency has worked with MasterCard for at least a few years and continues to work with the company in various global markets, including Asia and Europe.
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