Edelman’s eighth annual entertainment study explores how and why people consume and share entertainment.
Global Chair, Consumer Marketing Practice: Michelle Hutton
We know that the most valuable brands are shared brands. We’re the experts at the new marketing paradigm, where traditional approaches to brand management are replaced by a dynamic co-ownership model. Our campaigns recognize that brands compete for action and advocacy in a free market, where people don’t just buy products, but also regulate business decisions with their collective voice.
Our expertise spans automotive, consumer packaged goods, energy, fashion and apparel, financial services, food and beverage, luxury, retail, technology and telecommunications. Our approach is insight-fanatical, imagination-obsessed, content-rich and real-time enabled.
We understand that there’s a new kind of brand. It’s a brand that’s built not only by the company that operates it, but also by the people who interact with it. It’s a brand with a clear sense of purpose that knows how to tell a great story about it that people remember. It’s a brand that inspires and excites people to share it, by inviting them into experiences – online and off – that matter to their everyday lives.
This new kind of brand embraces the complexity of our world. It knows how to build trust at every point in its supply chain, and how to respond in real time when the talk gets tough and that trust is threatened. Most of all, this new kind of brand knows that people don’t just consume it or make use of it, but that they take it into their minds and hearts and make the brand a part of their lives.
We call this new kind of brand a living brand. It’s a brand that is responsive, allows and encourages participation and is purposeful.
Our programing provides a new way to plan, create and communicate your brand that evolves, promotes and protects it.
We know that to connect with people today, brands need to have blindingly creative ideas that come from clear, simple and compelling consumer insights. Our consumer marketing experts partner with our specialist planners, strategists and analytic experts. We work with our award-winning creative talent to develop ideas, campaigns and plans that have compelling storytelling. We create conversations with campaigns that are social by design.
Importantly, our consumer specialists around the globe know how to create and deliver insightful ideas that have big commercial impact. We build specialist teams with diverse skills to develop these campaigns and implement and manage small-to-large scale campaigns.
We’re nimble and quick, considered and smart. We know that in today’s world, marketers need to be responsive and have partners that understand how to listen, monitor and have content in market with speed, but be on plan.
We understand the new media ecosystem, how marketers can use it to tell their brand stories well and have their content viewed, heard, shared and resonated.
While we may be best-known for our work in orchestrating global product launches, we take the greatest pride in the long-term relationships we’ve built with clients — several lasting more than 30 years.
Understanding consumers, and how to connect, is in our DNA.Read less
Expertise & Intellectual Property
The Global Entertainment Study highlights the prevalence of entertainment in people’s daily lives, and how technology has enabled its consumption and sharing on a global basis.
A study on how U.S. online news users feel about sponsored content and what it takes for brands, publishers and agencies to get it right.
Edelman’s D.C. Tech + Policy Group commissioned a survey to understand consumer attitudes about technology policy issues and their willingness to take action.
Edelman's 15th annual exploration of trust surveyed 33,000 people in 27 countries around the world on their trust in government, media, business and NGOs.
Our new study shows that 62 percent of moms and 54 percent of dads say parenting roles will move away from ‘mom’ and ‘dad’ roles of the past.
Edelman’s report on sponsored content in the U.S. news media from a PR point of view.
Words of a Generation is a research and short film project designed to provide a personal window into the lives of people who have lived through and are pushing rapid transformation in society.
In brandshare 2014, we extended Edelman’s largest-ever consumer marketing study, seeking to further understand the evolving relationship between people and brands.
Before launching its new Instant Teh Tarik in Malaysia, Lipton tapped Edelman Kuala Lumpur to show Malaysians that the drink was "their cup of tea."
To celebrate YVR's 80th birthday, Edelman engaged the public to select a storyteller who would live at the airport for 80 days and 80 nights.
Edelman helped the National Dairy Council and the National Football League encourage youth to consume nutrient-rich foods and exercise for at least an hour every day.
Kraft Canada turned to Edelman to help launch MiO—an innovative liquid water enhancer—in the Canadian market.
Automobile company Citroën and Edelman sent two community managers, an event manager and a director/editor on a 40-day, 11,800 km road trip in Europe.
The Seattle Seahawks were looking to keep up with their online communities by adding social media support during the team's playoff run.
Edelman helped Xbox 360 become the first brand in history to transform a country, reimagining the Principality of Liechtenstein to create a replica of the "Halo" universe.
Edelman helped show Hilton HHonors in its best light by developing an Instagram contest that produced Turkey’s first user-generated photo exhibition.
Using a community management program that helped Slim Jim show up as one of the guys, Edelman helped the brand build a Facebook fan base that is now more than one million strong.
Marketers and communicators are always looking to introduce new brands and new innovations. And today, consumers are embracing innovation like never before. But they have concerns.
Edelman Hong Kong conducted interviews to understand where consumers get their fashion information, what influences purchasing decisions and what brands need to do to capture their attention.
Michelle Hutton reflects on her week at this year’s Cannes Lions Festival of Creativity and was struck by how critical it is for us to be at the world’s leading creative event.
Companies have taken steps to progress from personalisation to customisation (often on a mass level) to differentiate themselves from competitors – and more importantly to learn what makes their customer tick.
In today's 24/7, consumer demand-driven world, there are corporate communications departments that stand out as most effective at adapting to, and leading, change.
The 2015 Edelman Trust Barometer reveals some particularly relevant points of emphasis and action for B-to-B marketers.
Social media marketing is blurring the lines between owned, earned and paid. While this has limited brands’ ability to leverage the organic reach of content, it has also given brands the impetus to break silos and create multiple, yet specialized touch points with their highly fragmented target audiences.
Ever wonder where hashtags all started? According to Business Insider, #barcamp was the first ever hashtag, created and used by Chris Messina, a former Google employee.
Social media enables brands to engage directly with their customers and build long-term relationships. This was my experience working with community managers on a Fortune 500 brand. More often than not, a brand’s virtual presence and identity greatly impact customers’ perceptions.