Edelman Combines Content Engine and Production Capabilities To Help Connect Brands and Consumers
Announces Partnerships with BRUT & VidMob
February 17, 2021 – New York – Edelman today announced the launch of Edelman Studios, a global center of excellence for content creation and production. Edelman Studios will be overseen by Jarrod Moses, CEO of United Entertainment Group, a DJE Holdings Company.
"Clients are seeking partners who can create campaigns based on actions that integrate earned, paid and culture," said Richard Edelman, CEO of Edelman. "A seismic shift is underway away from legacy advertising toward dynamic feeds that deliver content in the form of connected stories. The mission of Edelman Studios is to help clients create direct relationships with people by delivering valued content driven by data and technology."
In making the announcement Moses said, "Edelman Studios will be an industry leading collective of story makers, distributors, and tech platforms that work together to enable clients to be faster and more impactful while empowering people to engage with brands in real time, leading to affinity and growth. We will aggressively build upon our partnerships with the Hollywood creative community in order to expand our work in making culturally connected stories for brands."
Edelman Studios contains the following elements:
- BlueRoom Studios – an earned-first studio creating real-time content at the intersection of news, culture and attention that will offer clients end-to-end solutions that are inclusive of data and creative with production at scale. It will be led by Katie Walmsley, who joins Edelman from Bloomberg’s Hawkfish. Prior to Hawkfish, she launched Europe’s largest social platform, BRUT Media in the U.S. Walmsley also worked at CNN in editorial and branded content for digital, social and TV distribution for numerous brand partners.
- Edelman Productions – a global network of studios and production operations that will focus on content powered by data and insights, activated by earned, owned, and paid strategies and accelerated on both social and digital channels. Edelman Productions will tap creatives and makers from around the network and be led by Pam Scheideler, head of Edelman’s U.S. Digital practice.
- EdelmanBRUT – a strategic partnership with France-based BRUT, a video media company, that will enable the production of short-form content for brands. The content will be distributed organically through owned and earned Millennial and Gen Z channels and reach BRUT’s global audience of 2 billion people in more than 57 countries. The partnership will begin immediately in the U.S., France, UK, India, Spain and Japan.
With the creation of Edelman Studios, the firm is also announcing a strategic partnership with VidMob, the leading platform for Intelligent Creative that uncovers the creative drivers of campaign performance and optimizes content to improve ROI. The partnership amplifies Edelman’s Studio’s investment in providing clients a proprietary tech tool with the ability to produce insight-driven creative work.
Edelman Studios will be powered by the technology and data investment Edelman has been making in its Data & Intelligence (DxI) unit, of 350 research specialists, business scientists, data engineers, behavioral scientists and machine-learning experts.
“Edelman Studios continues our push towards becoming a full-service communications firm,” said Edelman. “One quarter of our global team is made up creative, digital and data experts, and we will compete aggressively in this space. We intend to offer full solutions to clients seeking real change.”
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 the Cannes Lions Grand Prix for PR; 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, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, lifestyle).