Ketchum bet that an online 5 hour course could differentiate it from its competitors in the high pressure PR field. Breaking the old dualism of classroom vs. eLearning “Ketchum 2016: The Race to Make It Real” involved 1,900 colleagues in global groups of 33 each competing to bring the best ideas to help Ketchum win in the marketplace.
Ketchum's CEO used the winning ideas to implement Ketchum's strategy which transcends both classroom and elearning to build a new way of creating knowledge that lifts the overall community while lowering costs.
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