Ketchum Launches New Media-Based Fashion Practice
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Ketchum Launches New Media-Based Fashion Practice

Ketchum has launched a new apparel marketing initiative, Fashion Interactive 2.0. Led by fashion marketing innovators Roy Edmondson and Jeff Danzer, the offering provides a combination of traditional and non-traditional marketing tools.

Paul Holmes

NEW YORK—Ketchum has launched a new apparel marketing initiative, Fashion Interactive 2.0. Led by fashion marketing innovators Roy Edmondson and Jeff Danzer, the offering provides a combination of traditional and non-traditional marketing tools to the apparel business, drawing on  new media tactics that harness the power of social networks, blogging, online relationships, word-of-mouth and experiential marketing.

Edmondson, senior vice president of the global brand practice at Ketchum, and Danzer, who joins the firm as vice president and group manager, apparel, will direct campaigns designed to reach and engage today’s digital consumers. Using a newly developed proprietary program that proactively harnesses the power of social networks, such as MySpace and Facebook, the new practice group will provide measurable communications platforms that encourage consumers to become brand evangelists.

Fashion Interactive 2.0 also will utilize the powers of the agency’s global resources including its interactive capabilities and Ketchum and Omnicom’s word-of-mouth marketing firm, The Zócalo Group.

Prior to joining Ketchum, Edmondson served as director of global marketing at Levi-Strauss and vice president of marketing at Rocawear. Danzer 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.

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