“We’re advocating internally to make sure that we’re telling these wonderful stories and exploring how smarter technology can bring people together in a very meaningful way,” Ketchen said.
“Your Club, Your Canvas” extends that mission by centering the communities surrounding these clubs.
“As emerging creators work directly with the fans, the players, and the local voices, it will bring those stories to life in a way that is very natural and organic,” Ketchen added.
A collaboration with culture
Running a global campaign that speaks to specific cultures has its challenges. Ketchen and her team navigate them with a four-word philosophy: “Global might, local fight.”
That philosophy means they invite creative teams in each market to build on a marketing concept and make it culturally relevant.
“That is the way you keep it culturally relevant, interesting, and human,” Ketchen added.
That same collaborative spirit shapes Work for Humankind’s nonprofit partnerships, including its work with millet farming in India and preserving birdsong in North America.
“It’s about technology for good, and that looks different in different places,” said Ketchen. “How you tell those stories is super important to keeping them credible and relevant.”
