What has your journey into Edelman looked like and how did you get into the communications industry?

When I graduated from UCL in 2019 I had narrowed my career options down to four areas: academia, journalism, teaching and communications. One trip around the world and a pandemic later, and all roads were leading to comms.

My interest in the media was longstanding but the government’s use of communications through Covid was impossible to ignore, ranging from the brilliant tagline, ‘Stay Home, Protect the NHS, Save Lives’, through to the crucial inability to grip a misinformation campaign which shattered many people’s trust in government. I was hooked. I also homeschooled my brother during that period, which swiftly ruled out teaching.

What achievement are you most proud of?

Throughout my time at Edelman, I have been fortunate enough to work with UNFPA, the United Nations reproductive and sexual health agency. As an account team split across the UK, US and Brussels, we have highlighted the vital humanitarian aid and support that the UN is co-ordinating in conflict zones such as Gaza, Ukraine, Sudan, Ethiopia and Haiti; spotlighted vital yet underreported issues such as female genital mutilation, gender-based violence and child marriage.

We also launched the award-winning Bodyright campaign, a new copyright for the human body that was shared across global media and by leading celebrity voices, demanding protection for female bodies from online violence.

What do you find most rewarding about the job?

Being part of the Edelman network presents opportunities that can be hard to come by elsewhere. For example, I’m currently on a secondment with PayPal, managing comms across the UK and Ireland.

The opportunity to work in-house with one of Edelman’s largest global clients and manage the Edelman account team has tested me in ways I wouldn’t have had the opportunity to experience for years to come elsewhere and allowed me to develop skills that will stay with me for the rest of my career.

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

Through working with several international affairs clients, including at ministerial departments, NGOs and the UN, there have been several seismic geopolitical moments to contend with.

Most significantly, the war in Ukraine and now the conflict in Gaza have proved particularly challenging from a comms perspective. At times, this has required advice that can make difficult listening for clients but is ultimately crucial to moving the needle on societal issues and building trust.

How do you stay motivated?

I have clear ideas of where I want to get to, so I work backwards from there to make it happen.

If you could offer one piece of advice to someone considering a role at Edelman, what would it be?

Know what you want to get from your time with the business. Edelman provides an unparalleled opportunity to work across almost all sectors, disciplines and markets. For new joiners, I’d recommend you have an idea of where you want to end up in a few years’ time and how Edelman can help you achieve that.

What do you do outside work to relax?

I spend an excessive amount of time running around the streets of London and an equally excessive amount of money for physios to fix my failing knees. I should also confess to my penchant for overpriced small plates restaurants in East London.

Axios CEO Jim VandeHei on Leading with 'Just the Good Stuff'

I went to the New York Stock Exchange last night to celebrate the public listing of Viking, now trading under the ticker VIK, a global leader in experiential travel with a fleet of nearly 100 ships. The company was valued at approximately $11 billion on a fully distributed basis in the IPO and its share value rose during the day. Company founder and chairman Tor Hagen and his right hand, Karine Hagen, daughter and Executive Vice President, Product, were absolutely right to celebrate their 27-year journey from humble beginnings to becoming the third most valuable cruise line in the world. Edelman has been the PR partner for Viking for nearly the entire voyage; kudos to our team for being called out by management for being an important source of bookings and now for the excellent coverage of the IPO.

The numbers are staggering. Tor started with four ships sailing on the rivers in Europe. Now he operates on seven continents with 92 ships, offering guests the opportunity to explore the world’s oceans, lakes and rivers from the comfort of their “floating hotel”, as they describe the ships. The customer base is aged 55 years plus, with high disposable income, post-children at home and time for leisure. The business concept is one brand, the best staff in the industry, a focused product (one ship design) and experiences that offer extensive enrichment.

But the real competitive edge is the drive of the Hagen family. Tor and Karine live their business. Karine’s toast to her dad last night touched me deeply. “He wins because he is kind, he is honest and is the hardest worker.” She then joined three other Viking executives in reading Rudyard Kipling’s epic poem, “If” with important lines as follows:

“If you can trust yourself when all men doubt you but make allowance for their doubting too…
“If you can dream and not make dreams your master, you can think and not make thoughts your aim…
“If you can make one heap of all your winnings and risk it on one turn of pitch and toss…
And lose and start again at your beginnings and never breathe a word about your loss.”

I remember sitting with Tor and Karine on a Zoom call at the start of Covid-19. He was the first to put his ships into dry dock. He was determined to be the first back in service safely. We talked about the trust implications of daily testing for Covid, would that be enough to restart the business. We also discussed fuel source for the ships, that LNG was not a real option, and that the hydrogen option would be a better choice. Viking has now jetted forward out of Covid and remade the industry. As Tor correctly said last night, now begins the true test, operating as a public company. I have every confidence that the Viking team will make us all proud.

Richard Edelman is CEO.

What has your journey into Edelman looked like and how did you get into the communications industry?

I studied Public Relations and Communications at university while working part-time jobs in hospitality and a fashion magazine. I was trying to figure out which sector I would lean towards in the future. A few months after graduation, I decided that working at an agency would be the best choice to kick-start my career.

I applied for the Open Scheme internship programme, which allowed me to experience various sectors, teams, and clients. After finishing the six-month programme, I secured a role in Edelman’s Corporate team where I have been working ever since.

What achievement are you most proud of?

Recently, I had the opportunity to support clients with a large-scale event, which included VIP guests from the government such as the prime minister and chancellor, top-tier media attendance, and our client's senior leaders. Preparing for the event took weeks of long hours and a lot of work, but being on-site during the event and seeing how successful it was made it all worth it. Especially after seeing the amount of coverage the event received and the gratitude of the clients.

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

Public speaking and communicating verbally used to be a big issue for me due to my lack of confidence. As English is not my first language, I often found myself worrying about my accent and the possibility of not being understood or misinterpreted. However, after working at Edelman for some time, I have realised that my confidence has improved significantly and this is no longer a major challenge for me.

How do you stay motivated?

I find that having clear goals and plans for the future is extremely helpful in keeping myself motivated to achieve them. However, I believe my persistence and aversion to failure are the main driving forces behind my success. Additionally, whenever I feel overwhelmed or burned out, taking a walk in my local park for dog spotting and helps me recharge and feel refreshed.

If you could offer one piece of advice to someone considering a role in the Corporate team at Edelman, what would it be?

Find the best way for you to stay organised! It’s a very busy environment with plenty going on and it’s super easy to get lost sometimes so staying on top of your do-it list is crucial, plus it’s incredibly satisfying to see a ticked-off list by the end of the day.

What do you do outside work to relax?

When I finally get some time to myself, I love to unwind by curling up with a good fantasy romance novel, whipping up a delicious meal in the kitchen, hitting the gym for a good workout, or indulging in a marathon of Grey's Anatomy or Scandal.

What has your journey into Edelman looked like and how did you get into the communications industry?

I joined in August 2022, but found the role via Edelman’s in-house talent acquisition team. I’d previously worked for four years at another global full-service communications consultancy but have always aspired to join Edelman since I started my career in comms.

I actually have X, formerly Twitter, to thank for my first break in the comms world. After graduating from university, I spotted an internship advertised for a role in London for a Welsh marketing & comms agency, applied and after a month became a full-time member of staff!

What achievement are you most proud of?

At Edelman, I was lucky enough to be part of the account team to launch a new flag carrier airline to the world. A career highlight of mine as we helped define the airline’s strategic communications framework, social media strategy and, through earned media, helped build a strong reputation and solid level of understanding about what the new airline stands for and its growth ambitions.

Launch week was certainly busy for the team but as someone who enjoys media relations it was very exciting to be dealing with top-tier global publications and high-profile journalists as part of the press office.

What do you find most rewarding about the job?

The old cliché of ‘no two days are the same’ certainly applies to working in corporate communications. Every day brings a new ask and opportunities to learn, collaborate and be creative with both colleagues and clients.

Because of Edelman’s global client-based work, I have also had the opportunity to meet and build good relationships with colleagues across the world. It’s common for me to chat with our Johannesburg, Mumbai and New York offices (via Teams) all in one UK working day!

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

Starting out at a small agency and then moving to a larger firm before joining Edelman, the one thing people need to know is that it’s highly unlikely you’ll know everyone when you set foot into the London office. It took me a while to get my head around the scale of Edelman, but believe me, it’s ok! Everyone you will meet is approachable, friendly and knowledgeable and a huge benefit of having a large team is how many specialists and experts who can help you problem-solve both in London and across the global network.

My advice would be to meet as many people as possible for introductory coffees and stay updated on wider work through joining Townhalls and regular team or client specific All Hands meetings.

If you could offer one piece advice to someone considering a role at Edelman, what would it be?

Firstly, consume media all the time. Our jobs are directly affected by the news cycle and so it’s crucial that people are aware of what’s going on in the world and how it might affect the reputations of big businesses. I spend 15-20 mins at the start of my day reading the news just to keep on top of the big news stories.

Secondly, take time to read and digest Edelman’s Trust Barometer if you want to understand the business better. Our yearly insights from this global survey helps shape and guide our work with clients.

What do you do outside work to relax?

Swimming, city-break travel, music on Spotify & watching live sport. I guess it’s the opposite of relaxing, but as a long-time suffering Tottenham Hotspur fan I spend most weekends with my head in my hands!

Ben Owen is an Account Director in the London Corporate team.

Today, Edelman has announced the promotion of Marie Claire Maalouf into the role of Chief Creative Officer across EMEA and will retain her current position as Chief Creative Officer for ME.

In her role as EMEA Chief Creative Officer, Marie will lead creative across 13 markets with the mission to create original, impactful, and effective work across Edelman’s specialisms including brand marketing, digital, influencer and entertainment with clients across a breadth of sectors such as energy, financial services, FMCG, travel, health and technology.

Marie Claire joined Edelman last year as Chief Creative Officer of ME, having spent 17 years at Impact BBDO.

Over the course of her career Marie Claire has contributed to hugely impactful and effective campaigns. Including the internationally awarded "Despair no more" campaign for TENA which provided women in the Middle East a platform to redefine what menopause meant to them and erase the derogatory term of menopause in Arabic that translates literally to 'Age of Despair’. Working with Lebanon’s leading newspaper An-Nahar, Marie Claire also produced "The Elections Edition", an Elections Edition that never went to print. Instead, the paper and ink from the unprinted edition was sent to the government's printing associates to print ballots. Enough was donated to cover all of Lebanon's voting population.

Her work has been recognized at all major shows including Cannes Lions, The One Show, Caples, Clio Awards, LIA Awards, Dubai Lynx, D&AD, Epica, ANDYs, Warc and Effies. Last year alone, she helped win more than 100 awards. In 2022 she helped win the only D&AD Yellow Pencil, one of two Cannes Lions Grand Prix and the only Grand Lia in Health won in the region. As a result, Marie Claire is ranked the Third Most Awarded Executive Creative Director in the World, Number 1 in the region by The Drum World Creative Rankings and was named one of Top Three most outstanding women in Advertising and Media in MENA in 2022. This year Marie Claire maintains her spot as the Number One ECD in for the MENA region by The Drum.

Marie Claire’s announcement follows the departure of Mattias Ronge and Stefan Ronge, Co-Chief Creative Officers, EMEA, who are leaving to pursue new opportunities in the coming months.

Edelman acquired the brother’s Swedish agency Deportivo in 2014, which later that year was awarded Best International Agency of the year by Ad Age. Over the last decade, Mattias and Stefan have been pivotal in the agency’s transformation, helping to win many creative awards, including a PR agency first with a Cannes Grand Prix as lead agency for Asics Eternal Run, and most recently British Agency of the Year for Edelman UK at Eurobest.

On the announcement Judy John, Global Chief Creative Officer at Edelman said, “On the announcement Judy John, Global Chief Creative Officer at Edelman said, “I am excited to have Marie Claire take the reins for creative across EMEA. She has an incredible track record for creating work that has impact and makes a difference. Marie Claire is that rare combination of creative and business leadership. I know she’ll take our work to new heights across the region.”

Marie Claire Maalouf commented, “What truly inspired me and drew me to Edelman is the unique opportunity to build actionable brands through trust. On meeting Judy and all the creative leaders, I quickly understood we all share the same mission. We are united by our passion to solve business challenges as well as powering brands to have a real impact in the world around us. This transformational mindset is why more and more creatives are looking to join Edelman”.

AJ Hesselink, EMEA CEO added, “We are grateful to Mattias and Stefan and thank them for the significant role they have played in transforming the Edelman business for our people and clients these last 10 years. However, we count ourselves lucky to be surrounded by great talent. Since joining Edelman Marie Claire has had a huge impact on our ability to win new clients and produce important work for our current ones, particularly in the Middle East. We believe she is exactly the right person to lead us forward into the next stage of our creative evolution.”

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25 Years of Trust

Meet the Makers: Max Tyson, Account Manager, London Corporate

What has your journey into Edelman looked like and how did you get into the communications industry?

What achievement are you most proud of?

What do you find most rewarding about the job?

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

How do you stay motivated?

If you could offer one piece of advice to someone considering a role at Edelman, what would it be?

What do you do outside work to relax?

Axios CEO Jim VandeHei on Leading with 'Just the Good Stuff'

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What has your journey into Edelman looked like and how did you get into the communications industry?

What achievement are you most proud of?

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

How do you stay motivated?

If you could offer one piece of advice to someone considering a role in the Corporate team at Edelman, what would it be?

What do you do outside work to relax?

Ben Owen, Account Director, Corporate Reputation

What has your journey into Edelman looked like and how did you get into the communications industry?

What achievement are you most proud of?

What do you find most rewarding about the job?

What are some of the biggest challenges you’ve faced throughout your time at Edelman?

If you could offer one piece advice to someone considering a role at Edelman, what would it be?

What do you do outside work to relax?

Edelman announces Marie Claire Maalouf as EMEA Chief Creative Officer

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