Webinar Overview

To engage, attract and retain the savvy buyers of this rapidly evolving digital world, marketers and communicators need to constantly invent new approaches to be effective.  Those that neglect to identify opportunities to help brands capitalize on trends before they happen will be left behind. CommPRO will host Barri Rafferty, President of Ketchum, and Ken Wincko, SVP of marketing at Cision and PR Newswire, for a conversation on how marketers, communicators and agencies can transform into the agile, data-driven and customer experience focused teams of the future. The conversation​ between these key industry influencers ​is available on-demand.

Topics to be covered include:

• Why earned media’s seat at the marketing table has become more valuable today  

• The case for integrating communications across functions and teams

• What today’s insights might tell us about Buyer 3.0 and beyond

• How to successfully  use augmented reality and other emerging technologies to engage buyers

• How to utilize advanced program analytics and KPI’s to propel organizational growth

Our Speakers

Barri Friedman Rafferty

Partner and President

Ketchum

In her current role, Barri Friedman Rafferty works closely with chairman and CEO Rob Flaherty and other leaders of the firm to guide agency strategy and business development. In addition, Rafferty leads Ketchum’s nine offices in North America as well as Ketchum Digital and Ketchum Sports & Entertainment. She also oversees complementary businesses Access | Emanate Communications, Capstrat, Harrison & Shriftman and Interfuse Communications. Rafferty is part of the 20-member Global Leadership Council, which focuses on guiding Ketchum’s strategy, client service and performance.

During her tenure at Ketchum, Rafferty has held several different roles to support the agency’s overall business goals, including overseeing the Global Brand Marketing Practice and running the New York, Atlanta and Dallas offices. Rafferty has a legacy of client service and continues to advise many of the agency’s largest clients, including Gillette, P&G, Frito-Lay, IKEA and Pernod Ricard. As a counselor, she specializes in integrated marketing, brand reputation and corporate reputation and has helped countless clients with award-winning campaigns.

Rafferty has been involved with a number of groups, from the World Economic Forum’s sustainability taskforce to the Arthur W. Page Society’s Page Up program. Barri also sits on the executive board of Step Up, an organization with the mission of empowering girls from under-resourced communities to become confident, college-bound and career focused. She is a former chapter president and President’s Award winner from PRSA-NY and was a 2015 recipient of the Plank Center’s Milestones in Mentoring Award. In addition, she is a Capstone advisor and former adjunct professor in the Master’s program in public relations at New York University, as well as an advisory member of the Branding and Integrated Communications program for the City College of New York.

Rafferty has a passion for developing up-and-coming talent, and is particularly interested in the topic of women’s leadership. She is a member of the governing body of OmniWomen, Omnicom’s Leading Women’s Network, for which she holds quarterly panel discussions featuring prominent women within the marketing and communications industry who share their own experiences and offer advice to women.

Prior to Ketchum, Rafferty had a senior role at Lippe Taylor, where she worked on such prestigious brands as Maybelline, Matrix, Escada Beaute and J.F. Lazartigue. She also worked at Slim-Fast Foods Company, Burson-Marsteller and Cone Communications. She received a master’s degree in corporate communications from Boston University and an undergraduate degree in communications from Sophie Newcomb College of Tulane University.

Ken Wincko

SVP of Marketing

Cision and PR Newswire

In his role as SVP of Marketing at Cision and PR Newswire, Ken manages the company's global marketing strategy. He is also a member of the Executive Management Committee. He has more than 20 years of marketing, product and business development experience in bringing innovative marketing programs and solutions to market for both B2B and B2C organizations.

Prior to Cision and PR Newswire, Ken held senior-level marketing and product leadership roles at Dun & Bradstreet, ADP, Citigroup, and IBM. Ken is an advisory board member of the CMO Council. He is a frequent speaker at major industry conferences and has been covered in publications such as the Wall Street Journal, TechTarget, Information Management, The Demand Gen Report, and MarketingSherpa.