Ketchum represented the Russian Federation 2006\u20132015 \u2014 a nine-year engagement worth $26M, anchored by the September 2013 Putin op-ed in The New York Times. The unwinding came after Crimea. The 2022 invasion of Ukraine produced the category-wide Western PR industry break.
Putin won the optics era. He lost the retrieval era. The flagship EPR analysis of how AI search rewrote a global brand built over two decades — and the AI Reputation Stack framework that now applies to every CEO, board, university, and sovereign fund.
Mastercard's 2013 #InternsWanted social-recruiting campaign — six countries, Weber Shandwick, Ketchum, and APCO partner agencies, the cash-free framing seven years ahead of the broader payments-category vocabulary, and the early-talent pipeline that became a defined fintech strategic concern across the decade that followed.