NEW YORK—Ketchum has named Esty Pujadas, senior vice president and group manager, director of its global technology practice, one of the agency’s five global practices. Pujadas will be the senior client counsel for all technology practice accounts and will the development of the practice’s strategic vision and client services, hiring talent for senior-level roles, and managing business growth and financial performance across the practice throughout Ketchum’s 23 offices.
Pujadas succeeds Paul Rand, who is Ketchum’s global chief development and innovation officer and a partner of the agency. Pujadas joined Ketchum in 1996 and helped lead the “One Blue” effort in 2001 that resulted in the firm’s selection as one of three agencies of record for IBM.
“The incredible growth of new digital technologies along with rapid advances in existing technologies have driven a transformation in both consumer products as well as business-to-business practices during the past 10 years,” says Raymond Kotcher, Ketchum chief executive officer and senior partner. “Esty has played an important part in helping our clients develop comprehensive communications strategies to address their complex communications challenges in this rapidly evolving space.”
At the same time, Ketchum announced the launch of Tech 360, a new practice that integrates the firm’s technology expertise with its public relations and marketing communications skill sets in four business areas: consumer, business-to-business, healthcare and wireless. Specialists from Ketchum’s brand marketing, healthcare, corporate, and food and nutrition practices will join with technology practice members to create customized teams of experts that will provide tailored communications services for convergent marketplaces.
“As technology products and services have become increasingly intertwined with branding and as they have been adapted for specific industries, a need has arisen for a more sophisticated approach for helping companies communicate technology-related issues and offerings,” says Pujadas. “Tech 360 is a cross-practice solution that brings together our professionals’ wide range of public relations skill and industry knowledge to provide the precise mix necessary to address the needs of both technology companies and companies striving to realize the full potential of their brand via technology innovations.”
The new unit will draw on the experience of three Ketchum executives: Teri Daley, who has worked with clients such as Sabre and Nokia; Laurie Mobley, a 14-year veteran of the healthcare sector; and Andy Roach, who has worked for technology leaders such as IBM and Accenture and will lead the business-to-business part of Tech 360.