NEW YORK, Oct. 17, 2013 /PRNewswire/ -- Ketchum, one of the world's leading communications firms, today announced a significant step in its strategy of offering clients the seamless integration of its digital, social and related services. Effective immediately, these services will be led by Paul M. Rand, who assumes the newly created role of chief digital officer. "The enhancement and consistent delivery of digital and related services at a world-class level are an essential element in reinforcing Ketchum as a go-to resource for sophisticated, effective, trend-setting campaigns across the increasingly important 'PESO' spectrum of paid, earned, shared and owned channels," said Rob Flaherty, senior partner and CEO, Ketchum. "A critical component of continuing to demonstrate such leadership is the ability to deliver such campaigns based upon genuine human insights delivered through shared communications rather than just broadcasted messages. This new structure under Paul's direction will allow us to do exactly that," Flaherty added. Reporting to Ketchum president and COO Rob Lorfink, Rand will continue to lead Zocalo Group, Ketchum's award-winning digital, social media and word-of-mouth-marketing agency, in addition to his new role at Ketchum. The primary entities now united under Rand's management will be Ketchum Digital, the agency's Global Digital Network and the Global Media Network. Rand's direct reports include Zocalo Group's partner and executive director, Andrea Wood, and executive vice presidents Emily Bader and Stephen Strong; Debra Forman, partner and director of Ketchum Digital North America; and Nicholas Scibetta, partner and director of the Global Media Network (GMN). In addition, Stephen Waddington, who oversees digital and social media in Europe, the Middle East and Africa, and China-based digital strategy director, Vivien Teo, will work to coordinate activities with Rand. "Ketchum has a formidable leadership team across the media spectrum and is in an excellent position to respond to the growing needs of clients. We are fortunate to have someone of Paul's stature to lead this team and the combination of vital services and capabilities they offer," said Lorfink. "Paul is an innovator; since founding Zocalo Group more than six years ago and working with his world-class team there, he has grown Zocalo into a digital and social media powerhouse. Since joining the group, he has continually invented new ways for clients to stand out in the marketplace."