Press Releases

Edelman Staffs “Creative Newsroom” With Talent From Across the Communications Landscape

New hires with backgrounds at Washington Post, CNN, AP, USA Today, Ustream and BBDO ensure compelling content is at the heart of every client program


To support the growth of its Creative Newsroom offering, Edelman today announced a number of senior hires with print and digital media, TV and traditional ad agency experience.

Edelman’s Creative Newsroom is intended to help clients monitor and respond, in real time with planned brand-relevant stories and creative assets to the conversations and reporting taking place among consumers and the media. The firm’s newsrooms will use paid media, community management, creative and analytics to support content creation, real-time data, audience insights and amplification. The firm currently has five newsrooms in the U.S., one in the UK and one in Toronto.

“Content and storytelling are at the heart of how we help our clients build meaningful relationships with their audiences,” said Mark Hass, president and CEO, Edelman U.S. “Through our Creative Newsroom we partner with them to produce real-time content and plan compelling narratives to ensure they maintain and deepen those relationships over the long-term.” 

Among the new hires include:

  • April Umminger (Washington Post, USA Today) as a co-manager in Chicago 
  • Cybil Wallace (AP, CNN, Ustream) as manager and Kate Shay (Tibbr) as associate creative director in San Francisco 
  • Drew Vogelman (BBDO) as director of creative production in New York 

“Including journalists as newsroom leaders enables the team to identify, shape and disseminate relevant, snackable stories, insights and visuals across both traditional and digital media,” said Hass. “The Newsroom is an effective way to attract people to Edelman who think in a different way, making the firm increasingly more valuable in a business environment where things are changing so quickly.”

Along with former journalists and editors, the newsrooms are currently staffed with content creators, strategists, trend spotters, community managers, analysts, paid-and earned media experts and planners with backgrounds in visual, digital and traditional news and information.

“We are no longer working to produce a single product at the end of the day, but working to engage in opportunistic moments to reach our core audiences with quick, relevant information they can access on the go,” said Umminger.

Among the clients currently using the Creative Newsroom are Adobe, ConAgra Foods, Dairy Management Inc. and PayPal. An early newsroom adopter, Dairy Management, Inc., used the offering during the 2012 Washington Post Live Future of Food Forum. Through content creation, listening, analysis and reporting the combined team of DMI clients and Edelman newsroom staff were able to increase dairy-specific conversation by more than 100 percent and drove the #ThinkFood hashtag to trend globally on Twitter during the event. The success inspired DMI to develop a permanent newsroom and sponsor a second Future of Food Summit in 2013.

“The Newsroom process has helped us move beyond merely pushing out our messages to becoming a significant part of the conversation,” said Thomas P. Gallagher, CEO, Dairy Management Inc. “We are focused on producing high caliber content informed by real-time insights and analysis to tell our stories in a way that resonates with our audiences.” 

About Edelman 
Edelman is the world’s largest public relations firm, with 67 offices and more than 4,800 employees worldwide, as well as affiliates in more than 30 cities. Edelman was named Advertising Age’s top-ranked PR firm of the decade in 2009 and one of its “A-List Agencies” in both 2010 and 2011; Adweek’s “2011 PR Agency of the Year;” PRWeek’s “2011 Large PR Agency of the Year;” and The Holmes Report’s “2013 Global Agency of the Year” and its 2012 “Digital Agency of the Year.” Edelman was named one of the “Best Places to Work” by Advertising Age in 2010 and 2012 and among Glassdoor’s top ten “Best Places to Work” in 2011 and 2012. Edelman owns specialty firms Edelman Berland (research), Blue (advertising), BioScience Communications (medical communications), and agencies Edelman Significa (Brazil), and Pegasus (China). Visit for more information. 

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