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In US, Don Bartholomew Joins Ketchum as SVP, Digital and Social Media Research

Dallas, Nov. 22, 2011 - Ketchum, one of the world’s leading public relations agencies, hired Don Bartholomew [pictured] to serve as Senior Vice President of Digital and Social Media Research for the Ketchum Global Research Network effective Nov. 21. Bartholomew brings his more than 15 years of experience to Ketchum’s established research team to lead the agency’s digital and social media research, measurement and analytics. In his new role, he will manage the Ketchum Global Research Network’s operations in Ketchum South and Ketchum Midwest, and he also will work closely with Ketchum’s specialty groups and complementary businesses, including Ketchum Digital, word-of-mouth-marketing agency Zócalo Group, and Access Communications, Ketchum’s consumer and high-tech PR agency.

“We are thrilled to welcome Don and the expertise he brings to the rapidly changing social and digital research field,” said David Rockland, Partner and Managing Director, Ketchum Global Research Network. “Don further bolsters our research, measurement and analytics offering, which is a core differentiator of Ketchum in the communications industry.”  More…

In UAE, Maktoob Founder Joins Salience

mrweb reports: Tamara Deprez [pictured], the former Head of online agency Yahoo! Maktoob Research, has joined media content analyst Salience Research as its General Manager in Dubai.

In her new role at News Corporation-owned Salience, she will oversee a team which specialises in measurement and analysis of PR and corporate reputation. More…

In UK, Carat, Omnicom and ESPN Back Keller Fay’s WOM Study

UK - 22 August, 2011. Keller Fay Group has launched its TalkTrack® word-of-mouth research programme in the UK on a continuous basis, with Carat, Omnicom Media Group and ESPN signed up as clients.

The TalkTrack® study was launched in the US in 2006, and, like its UK equivalent, carries out interviews with consumers about their online and offline brand-related conversations. Keller Fay says the programme will analyse more than 250,000 conversations across all major consumer categories each year.

Keller Fay’s UK MD Steve Thomson [pictured], said: “The importance of word of mouth and its ability to drive sales and brand health have been proven many times. But to date there has been no ongoing system for listening to all brand-related conversations across all channels or one that is representative of the total population.” More...

In Australia, Ogilvy PR drops ad-based valuation for a new set of metrics

SYDNEY- After years of questioning the accuracy of measuring public relations returns via advertising valuation equivalency (AVE), Ogilvy PR Australia has decided to drop it in favour of its own set of ‘value metrics’.

AVE is the cost or value of editorial coverage if it was advertising space or time.

“PR no longer merely equals publicity,” Ogilvy PR Australia CEO Kieran Moore [pictured] told Campaign. “As an agency we provide value in areas spanning brand communications to government relations – it’s time we stood up for what we do.” More...

Word-of-Mouth research firm Keller Fay names Steve Thomson as UK lead

Brian Tarran of Research Magazine writes: Keller Fay Group, a US-based word-of-mouth research and consulting firm, has opened an office in the UK headed by Steve Thomson [pictured].

He said: “Word-of-mouth is hugely important to marketers, and Keller Fay is pre-eminent in the field.  I’m excited to be leading Keller Fay’s expansion into Europe, and looking forward to showing British companies how best to leverage WOM to their advantage.” More...

New research offers new perspective on word of mouth #measure

Nigel Hollis, Chief Global Analyst at Millward Brown writes: The two basic styles of storytelling that tend to be used in WOM are “reliving” and “explaining.” When someone relives an experience, they evaluate it but do not explain why it was good or bad: “It was great. I loved it.” When someone explains an experience, they provide an evaluation but also try to explain why they felt the way they did. “It was great. I loved it. The hotel was right by the beach. The room had a lovely view, etc.” More...