by Liz Daube
Staff Writer
Will Ketchum’s office isn’t exactly traditional. From the garage door in the conference room to the exposed beams and brick in his office, Ketchum’s workspace aims to deviate from the ordinary cubicle standard.
Ketchum said the interior design for his San Marco marketing agency, Burdette Ketchum, needs to be dynamic. Ketchum gets paid to “think big” so he and partner Karen Burdette decided to transform the former hardware store and art gallery that was “just a big box” when they bought it.
“A stimulating environment is good for the creative process,” said Ketchum, adding that he sometimes grabs his laptop and heads out of the office to get a fresh perspective: “For strategic development, it’s nice to just change it up a little.”
Ketchum manages the agency’s marketing services and products,while Burdette focuses on finances and other business. Their clients include a variety of local businesses including the Jacksonville Symphony Orchestra and First Guaranty Bank. Ketchum said “environmental branding” is one of many elements he considers for his clients’ marketing plans.
“Interiors are important,” he said. “We view the brand experience to be more than just a logo.”
The art of persuasion is what Ketchum loves most about his job. He said he’s enjoyed engaging advertising since he was in high school where he began honing his skills by writing essays.
“I was excited by ads and by compelling creativity,” said Ketchum. “At the end of the day, we’re in the human behavior business. We just channel it into forms of persuasion.”
Ketchum’s education and career took him away from Jacksonville for about 10 years, but he was born and raised here.
“I always knew I wanted to leave Jacksonville but I always knew I wanted to come back,” he said.
Ketchum returned to Jacksonville in 1999 to start working with Burdette, then became a partner a few years later. Ketchum said the city’s rapid growth allowed him to return home and advance his career at the same time.
“I get to eat my cake and have it, too.”