CHICAGO—International Truck & Engine Corporation has selected Ketchum to execute a full-scale industry relations and trade communications program for the company’s truck group. The assignment will involve working with the company’s heavy, medium, bus and severe service vehicle centers to execute media relations and dealer/customer communications programs.
Jerry Hlavacek, vice president of marketing, attributed the win to Ketchum’s strategic insight and proprietary brand marketing processes.
“Ketchum really demonstrated an understanding of our industry,” said Hlavacek. “In addition, its approach brings a new level of strategic insight to our brand. And, the processes the firm has in place will generate high-quality results in the most efficient way possible.”
Ketchum will become one of four core agencies servicing the truck group’s fully-integrated marketing communications program, including advertising, promotion/direct marketing, NASCAR, and public relations.
Since beginning a brand revitalization process in 2000, the company has embarked on a series of new customer-focused branding initiatives, including introduction of a new name for the operating company, a new logo and the launch of what it calls “the industry’s first high performance truck family.”