Omnicom Launches Word of Mouth Shop
Omnicom Group is now officially in the word-of-mouth business.
This week, the company launches its first dedicated word-of-mouth shop, Zocalo Group, led by Ketchum veteran Paul Rand.
Zocalo opens its doors this week as a division of Ketchum, Omnicom’s PR agency. Its first clients are DePaul University, an undisclosed packaged goods marketer, and a trade association. The agency expects to have 10 workers on staff by May, said Zocalo spokesperson Caroline Mikula.
Rand had been Ketchum’s global chief development and innovation officer before becoming president and CEO of Zocalo.
Rand joined Ketchum in 2001 when the company bought his own PR agency, Corporate Technology Communications. He’s an active member of the Word of Mouth Marketing Association (WOMMA).
Two other Ketchum veterans, Patrick Rooney and Emily Bader, fill out Zocalo’s executive ranks as partners in the shop.
As a vice president at Ketchum, Rooney helped build the PR shop’s “influencer relationship management” practice before leaving Ketchum to form his own PR agency, Expand Communications.
Bader had been senior vice president and group manager at Ketchum before joining Zocalo. She led the Midwest Food and Nutrition work at Ketchum.
Zocalo is Ketchum’s second start-up in as many years. Last year the PR agency launched Emanate to handle consumer research and integrated marketing.
