Ketchum

Ketchum, IBM's PR agency, was another cool experience, since advertising and PR work hand and hand but on totally opposite sides of the pool. While they also had their own creative department it was cool to see how they prepared IBM executives or speakers to face newspaper journalists and TV announcements. For example, they have rooms set up like news shows where they grill the guest and come up with almost every possible question they could be asked in an interview. They also talked about some other clients they worked with and described how it was to work with IBM and Ogilvy to make sure messages align.