Social networks and fashion bloggers are the new black in PR?
Ketchum, a leading marketing and corporate communications firm, announced today a new apparel marketing initiative, Fashion Interactive 2.0. Led by fashion marketing innovators Roy Edmondson and Jeff Danzer, this offering provides a unique combination of traditional and nontraditional marketing tools to the apparel business.
Taking its cue from Web 2.0, Fashion Interactive 2.0 combines traditional marketing communications with new media tactics that harness the power of social networks, blogging, online relationships, word-of-mouth and experiential marketing.
Using Ketchum's newly developed proprietary program that proactively harnesses the power of social networks, such as MySpace and Facebook, the group will provide a completely measurable communications platform that encourages consumers to become brand evangelists as never before.
Fashion Interactive 2.0 also will utilize the powers of the agency's global resources, including its interactive capabilities and Ketchum and Omnicom Group's word-of-mouth marketing firm, Zocalo Group. The initiative aligns with the agency's work with European beauty and fashion clients.
Edmondson and Danzer possess more than 30 years of combined experience in the fashion industry. Prior to joining Ketchum, Edmondson served as director of global marketing at Levi Strauss and vice president of marketing at Rocawear. Danzer, who was named a "Marketer of the Next Generation" by Brandweek, is best known as the brand architect behind 2(x)ist, founder of PL>Y Underwear (and the inventor of the iBoxer), and the executive responsible for brokering Donald Trump's Signature dress-shirt and tie deal with Phillips- Van Heusen.
For more information on Ketchum, visit http://www.ketchum.com.