NEW YORK — Edelman has named Anita Valdes U.S. head of Edelman Data and Intelligence (Edelman DXI). Reporting to Yannis Kotziagkiaouridis, global chief data and AI officer, Valdes will lead the cross-disciplinary Edelman DXI U.S. team and oversee data strategies for the firm’s largest and fastest-growing U.S. clients. She will play a key role in Edelman’s global market research, advanced analytics and performance marketing capabilities, driving the infusion of data and AI as core to Edelman’s value proposition. Valdes will serve as a member of Edelman DXI’s global leadership and the Edelman US operating committee.

“Over the past year, we have made a conscious effort to make data and AI the connective tissue across our Edelman teams to unlock richer and more impactful insights for our clients,” said Kotziagkiaouridis. “This has enabled cross functional collaboration and rapid innovation, positioning our clients and the organizations they serve to better anticipate change and navigate today’s complex environment. I am thrilled to welcome Anita to lead this team.”

Valdes joins Edelman DXI from Red Fuse Communications, a WPP entity working in service of Colgate-Palmolive, where she led a large, diversified insights and media team. Previously, she held various posts at Ogilvy, Kantar, and GroupM.

“Due to increased polarization and a wide call for leadership on social issues, our clients increasingly demand data-driven strategies that can give them the confidence to speak and act,” said Edelman U.S. CEO Lisa Osborne Ross. “We’re thrilled to have Anita on board, and confident in her track record of helping leading brands navigate that complexity with the latest technological innovations.”

Valdes’ expertise spans research, advertising, and media, with a particular focus on CPG. Over the course of her career, she has led data and insights strategy for Mondelez, Kraft Foods, Unilever, P&G, and AB InBev in addition to Colgate-Palmolive. Edelman DXI’s continued growth reflects Edelman’s strategic focus on using data and intelligence to drive empathetic, transparent, and action-based communications. Valdes joins fellow WPP alums Karima Zmerli and Stuart Pennant in bolstering the firm’s capabilities in this space.


Edelman Data and Intelligence (DXI) brings together the data, insight, analytics, research, data science and AI capabilities of Edelman. Based in 25+ markets around the world, our team is comprised of 500+ research specialists, business scientists, data engineers, behavioral and machine-learning experts and data strategy consultants. We use the power of ideas combined with data and enabled by AI to predict the unforeseen, find trends in white noise, quantify the future and create experiences that build Trust. Our approach ignites people to action and drives emotional connection to corporations, brands and organizations across the globe.


Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include Cannes Lions Grand Prix awards for PR (2016) and the Entertainment Lions for Sport (2021); Cannes Lions Independent Agency of the Year for the Entertainment Track (2021); Advertising Age’s 2019 A-List; the Holmes Report’s 2018 Global Digital Agency of the Year; and, five times, Glassdoor’s Best Places to Work. Since our founding in 1952 by Dan Edelman, we have remained an independent, family-run company. We use our profits to strengthen our business, provide our employees with opportunities to grow, advance our industry, and serve as a responsible citizen of the world. Every day, we strive to live and work by a long-held set of core values: the pursuit of excellence, the freedom to be curious, the courage to do the right thing, and a commitment to improving society.