Campaign details

Agency: Ketchum

The Connection Between Consumer Trust and Company Balance Sheet

THE OPPORTUNITY

In 2018, Ketchum announced a major reorganization, eliminating regional P&Ls in favor of a structure based on industry sectors and communications specialties. This created a need to bring fresh thought leadership tailored by sector and to demonstrate our value as strategic consultants.

We identified data privacy as the ideal topic. While the concept is technology-led, its impact is applicable across sectors as diverse as retail, financial & professional services, travel and healthcare.

The research posed a major opportunity for Ketchum to show the path that data privacy takes from consumer trust to corporate balance sheet - and to emerge as a facilitator of the data dialogues.

INSIGHTS DRIVING THE STUDY DESIGN

We needed to show why consumers buy and connect their feelings and beliefs with how they perceive brands.