Breaking: Ketchum Forming Planning/Creative department called “ReCreativity Lab”

Have you joined my incredibly non-annoying, once-in-a-while email newsletter?

No idea what it means either, but a bunch of emails floating around today are talking all about how Ketchum is staffing up big-time to launch something called the “Recreativity Lab.” Apparently, they’re hiring like wildfire, and staffing up like their lives depended on it. No idea why they’re moving so fast, but they definitely are…

Not for nothing, but it sounds like a big agency trying too hard to be a small agency. “We’re cool! We get it! We’re all cool like that.”

Gonna give out Razor scooters, too?

Job post that’s floating around is this:

Job Description

Title:  Creative Catalyst

The Creative Catalyst champions Ketchum’s dedication to ReCreativity (a proprietary idea development process) through on-going account-centric/audience focused programs developed by the Ketchum ReCreativity Lab.

Core Responsibility:
• Provides daily creative and strategic counsel to designated accounts in Ketchum’s key practice areas: Healthcare, Consumer Technology, Brand, Food/Nutrition

Brainstorming/Ideation Responsibilities:
• Designs and develops ideation techniques/workshops
• Works with account teams to develop creative briefs for all ideation sessions
• Creates “environmental” brainstorm sessions for new/existing business
• Leads brainstorm sessions for new business proposals/current client opportunities
• Develops/vets ideas generated in brainstorm sessions
• Works with account teams to identify growth opportunities with current clients
• Participates in value-added ideation sessions for key clients

New Business Responsibilities
• Coordinates focus group selection/participation for key pitches
• Partners with Group Managers on Ketchum Planning Process (KPP)-based proposal development
• Serves as liaison between account teams, design group and new business group on RFI, RFP development

Other Responsibilities
• Reviews/edits account-based communications/content (press releases, media alerts, speeches, etc.)
• Collaborates with ReCreativity Lab team members to create/develop stream of ideas for key clients
• Participates in client-based ReCreativity workshops
• Provides content for the Alchemist, Ketchum’s internal blog

• Bachelor’s degree in a creative field (advertising, visual arts, writing, performance, merchandising, etc.)
• 6-8 years experience in creative environment (advertising/marketing/public relations agencies, web-based writers/designers, arts organizations, design/architecture firms)
• Excels at writing, visualizing/conceptualizing ideas
• Demonstrates extraordinary creative energy (as a writer, idea generator, visual artist, designer, etc)
• Displays strong knowledge of pop culture
• Exceptional collaborate skills
• Confident public speaker

I’ve no idea what a “creative catalyst” is, but it sounds like a cool title to have on a business card.

Why the names, though? “Me2Revolution, Creative Catalyst, ReCreativity?” What ever happened to just “good PR agency?” (Asks the guy who runs a firm called The Geek Factory and hands out business card poker chips.)

ReCreativity reminds me of an old Irish guy. “Seen McMillan? Yeah, he’s drinking a pint with ReCreativity.”

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