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    Featured My First World Cup Richard Edelman shares his experience at the Brazil vs Morocco World Cup match, highlighting fan passion, standout players, brand activations and global unity. KEEP READING Mexico 86 Richard reflects on Mexico 86 as a story of ambition, resilience and determination. The film follows Mexico's unlikely journey to hosting the 1986 World Cup after Colombia withdrew, highlighting the persistence, creativity and, at times, questionable tactics used to secure the bid over the United States. KEEP READING Latin America Electoral Report: June 2026 Explore All Insights
    Insights

    My First World Cup

    Richard Edelman /

    I went to the Brazil-Morocco World Cup match on Saturday with our Unilever clients. As a soccer novice, I had no idea what to expect. Here are a few observations:

    1. The Brazilian Fans Are Passionate—The most colorful outfits, the singing and dancing in the stands, the bird chirps when the team goes on offense, the colorful epithets on a missed try on goal…Brazil has it all.
    2. Player of the Day—Brazil’s Vinícius Júnior whose speed and athleticism allowed him to score on a sharp angle shot from the left side. He was a constant menace to the Moroccan defense.
    3. Second Player of the Day— Achraf Hakimi of Morocco whose stellar defense and near full field runs were a lesson in anticipation and fitness.
    4. Pre-Game Ceremony—A fantastic example of sports healing the world, with two giant flags covering much of the field, the national anthem of each country, the little kids walked onto the field by the players.
    5. Fan Experiences—Doritos, Casamigos, Michelob Ultra, Dove and Coca-Cola had fan experiences, from food and beverage to outdoor showers to interactive games including a soccer challenge where participants attempted to head balls suspended above the ground (I was just able to graze one at 2.6 meters high with the top of my head).
    6. Creators—We were seated with a group of creators from the Middle East. One young guy from Egypt told me that he has 6 million followers. He started an Olé, Olé, Olé chant, he supported Brazil in return for my wife Claudia’s pledge to support Egypt and was a constant delight for three hours.
    7. Contrasting Styles—Morocco’s disciplined passing and defense stood in sharp relief to the ingenuity and panache of the individual Brazilian players. The system versus the entrepreneur, with the teams playing to a 1-1 draw.
    8. The MetLife Stadium Staff—They were approachable and kind. They offered directions, were willing to take photos and made me proud that Americans could be such great hosts.

    I feel privileged to have been part of the event. Thank you, Unilever, for allowing Claudia and me to be part of this tournament.

    Richard Edelman is CEO.

     

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    Insights

    Mexico 86

    Richard Edelman /

    The World Cup gets underway on Thursday in Mexico City, making Mexico the first country in the world to host the quadrennial extravaganza three times. I watched the Netflix film “Mexico 86” over the weekend, the tale of Mexico’s fairy tale success in hosting the World Cup in 1986, only a year after a disastrous earthquake struck Mexico City. It is a powerful story of ambition, bravado and entrepreneurial hustle. The lead character, Martín de la Torre, is a fictional composite who talks his way into leadership of the Mexican Football Federation, recruits media titan Emilio Azcárraga to support the bid and finds a way to persuade FIFA to award the host country status, besting the better funded U.S.  

     

    The 1986 World Cup was scheduled to be held in Colombia but an outbreak of narco-terrorism in 1985 forced the nation’s president to withdraw, opening the field to other bidders. The Mexican and American delegations went to work on the 12 nations that are represented on the FIFA board. Through emotional appeals to Third World brotherhood, the Mexicans were confident of victory. Then the Americans began their hardball tactics, for example offering missiles to the Egyptians in return for their vote. De la Torre was unphased, phoning Azcárraga for massive cash infusions, then delivering briefcases filled with money to wavering delegates. The final vote was comical; de la Torre rearranges the seating cards so that the first voters were South American (Chile), giving momentum to the Mexican bid, which wins out over the U.S. 

     

    Then disaster struck on September 19, 1985, when an epic earthquake devastated Mexico City. The 8.0 earthquake killed as many as 35,000 people (Government estimate was 5,000), collapsed 400 buildings, damaged 3,500 buildings, with total property loss of $4 billion. FIFA decides that Mexico cannot possibly recover in time from the disaster, so it sends one of its top officials to Mexico City to deliver the bad news in person. De la Torre arranges a Potemkin village welcome, including a traffic free journey from the airport to the city center, where he shows the FIFA official how thousands of Mexicans (including my wife Claudia, then age 14) were rescuing victims from the wreckage and helping devastated neighborhoods to survive. Finally, they arrive to a stadium filled with 25,000 fans singing football songs and showing that Mexico was the right place for the tournament.

     

    The Mexican team had been a chronic under-performer in the World Cup. But with the tournament on home ground, the team had a miraculous run, to the round of eight, including an epic scissor kick winning goal against Bulgaria by Manuel Negrete, voted the most beautiful goal in Mexican history. Mexico played the strong German team to a stand-off in the quarterfinals, then lost 4-1 on penalty kicks. De la Torre, attempting to keep the momentum from the tournament, decides to stack the junior teams competing in world competitions with older players. The scheme is discovered, FIFA bans Mexico from the next World Cup and de la Torre is disgraced and dismissed by the Mexican Federation.

     

    The film is a stunning story of resilience and creativity, a true triumph of the underdog. De la Torre is a flawed character but his belief in his country and the possibility of outsmarting the hated Yankees is worth everything. I am going to the World Cup match Brazil-Morocco on Saturday in New Jersey…pictures to come!

    Richard Edelman is CEO.

     

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    News & Awards

    Edelman Appoints Kenny Gold as Global Chief Creator Officer

    Accelerating Edelman’s global creator capability and integrated creator-led marketing offering /

    June 2, 2026 – NEW YORK – Edelman has appointed Kenny Gold as Global Chief Creator Officer, reinforcing the firm’s continued investment in creator as a key driver of marketing, communications and brand relevance. Gold will report to Tristan Roy, President, Integrated Solutions & Delivery.

    In this role, Gold will lead Edelman Creator globally, advancing the firm’s creator capabilities and further integrating creator with social, paid and performance. He will partner with teams across the network to deliver culturally relevant, creator-led programs that drive measurable business impact for clients. As audiences increasingly turn to creators as trusted sources of news, information and influence, Edelman continues to expand its investment in creator as an essential component of modern communications and marketing. With approximately 200 creator specialists globally, the firm is helping clients navigate a landscape where creators are no longer an emerging channel, but a core part of how people consume information and engage with brands.

    “Creator has become one of the most important drivers of growth, relevance, opinion and business impact for brands today, and clients are increasingly looking for creator-led ideas and solutions across creative, social, paid and performance,” said Roy. “Kenny brings a rare combination of strategic vision, operational expertise and deep understanding of culture and platforms. He has built and scaled creator businesses at the highest level, and he is exactly the right leader to help accelerate Edelman’s global creator offering and deliver even greater value for our clients.”

    Gold joins Edelman from Deloitte Digital, where he served as Managing Director and Head of Social and Creator, building the practice from the ground up. He developed a differentiated offering that combined consulting, creativity and creator-led marketing, leading work for brands including P&G, MGM Resorts, General Mills and Dave & Buster’s.

    Earlier in his career, Gold led social at Grey Group, where he developed P&G’s #DistanceDance campaign with TikTok creator Charli D’Amelio, one of the platform’s most successful creator-led campaigns. He also co-authored Deloitte’s Creator Economy in 3D research and is a frequent speaker at major industry events including Cannes Lions, SXSW and CES.

    “Edelman sits at the intersection of culture, communications, marketing and trust in a way very few firms can,” said Gold. “In an era where AI and creator are reshaping the industry, trust sits at the center of both. For 26 years, Edelman has helped businesses understand how trust shapes behavior, influence and decision-making globally. That foundation, combined with the firm’s creative ambition, global scale and integrated capabilities, creates an incredible opportunity to build creator programs that are culturally relevant, business-driving and built for the future.”

    Gold’s appointment reflects Edelman’s continued focus on strengthening its creator capabilities within Integrated Solutions and more closely aligning them with social and performance to deliver a more connected and differentiated offering for clients. This year, Edelman was ranked the No. 2 Influencer Agency globally by Influencer Strategists, and over the past three years the firm has earned three Cannes Lions for influencer work.

     

    Insights

    Unilever’s U.S. Approach

    Richard Edelman /

    Unilever announced on Thursday its intention to develop a new Global Innovation Center in New Haven, CT. This nearly $300 million investment is confirmation of the company’s focus on the U.S. as a growth market.

    The investment builds on the nearly $15 billion that has been put into the U.S. market over the past decade, including acquisitions and capital investment. It is also a recognition of the company’s commitment to reshape product categories in consumer products, incorporating bioscience, quantum computing, and material science.

    Herrish Patel, President of Unilever U.S., said, “When something works here and it resonates with U.S. consumers, it will soon be adopted around the world. As part of Unilever’s global network of innovation hubs, the center will share technology, insights, and breakthrough ideas to accelerate innovation at scale.”

    Unilever’s success in the U.S. provides a model for multinational companies navigating an era of rising nationalism, social media-driven disinformation, and accelerating e-commerce innovation. It also reflects the central role of the U.S. in the global economy as both a growth engine and entrepreneurial hub. We will continue to work with clients in key markets such as China, India, and Brazil on comparable projects of national significance and global relevance.

    Richard Edelman is CEO.

     

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    Insights

    Inside Edelman: Meet our U.S. Culture Champions – Ty Meza

    We’re spotlighting our Edelman Culture Champions, individuals recognized by their peers for exceptional dedication, positivity, and contributions to fostering a supportive workplace environment. These champions play a pivotal role in cultivating a culture where every voice is heard and valued. This edition of Inside Edelman features profiles of these outstanding colleagues from our U.S. offices, showcasing their efforts to uphold Edelman’s values of Diversity, Equity, Inclusion, and Belonging (DEIB).

     

    Tell us about your Edelman journey.

    Growing up in a small town outside of Houston, Texas, I had high hopes to work at a reputable PR firm in the fast-paced, never-sleeping, icon that is New York City. I would have never believed I’d actually be going on 4 years at the most reputable firm of them all – Edelman. In my time here I have been able to work on incredible campaigns alongside some of the most brilliant people in our industry. Together our teams have brought a wealth of knowledge and insight to our clients and truly put culture first.

     

    You were nominated for Culture Champion by your colleagues – how do you foster a collaborative and respectful culture within your team?

    Honestly – I write down little memos to myself. I try to keep track of all the small things, people’s kid's names, their allergies (that’s an important one!), their coffee order, and even their astrological sign. Those little things help me better understand who I’m working with and allow me to show up for them in ways that matter. I really try to ensure everyone on the team feels seen and is not treated necessarily the same, but in the way they want to be treated.

     

    How does your personal background play a role in your professional life?

    I do feel my Latinidad and Queerness show up in my work, especially being on the Multicultural Brand team and leading Equal’s NY Branch. How I process briefs, lead workstreams, and guide clients are all through lens of my identities and in the spirit of being culture forward. In fact, my first ever real agency gig was for a Multicultural PR & Creative firm (my first boss poached me when I was waiting tables!) and that’s where I developed the strong connections and strategy I leverage every day at Edelman.

     

    When you think about the future of Edelman, what does it look like for you?

    I think it’s a bright future, and a future where everyone is adaptable to change. It’s always been true of our industry that you must be agile, but now more than ever agility is table stakes. I’m hopeful, we can bridge the gap between the new age mentality and retain some tried and true PR practices for stellar results.

     

    What recommendations would you give to colleagues who are trying to make more connections at work? How do you think these connections have benefited your work?

    Studies show work quality and team member satisfaction increases when people feel they have a “work bestie.” I encourage everyone to seek out connection because at the end of the day Public Relations is so much more than media relations, it’s relations with clients, vendors, and colleagues. Strong relationships with all these parties are what make us successful. So get involved, reach out! Maybe it’s ENGs, post-work happy hours where we celebrate and commiserate, 1:1s with no agenda what-so-ever. I know these moments have made all the difference in my time here at Edelman.

    Ty Meza is a Senior Account Supervisor on the Multi-Cultural team based in New York.

     

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    Insights

    The Order of the Engineer

    Richard Edelman /

    I attended the graduation of my stepson, Joshua Gisiger, last weekend at Rice University in Houston. He had two ceremonies, the awarding of the degree at Rice Stadium and the convocation of the engineering graduates on the prior day at the field house. The engineering students proceeded one by one to the stage to put their hands through a large metal circle on a table, then were awarded a ring that they are to wear henceforth as a sign of their fealty to the profession.

    These words were read by the dean of engineering at Rice, as they are at other schools, and as they have been read since 1950. “As an engineer, I pledge to practice integrity and fair dealing, tolerance and respect, and to uphold devotion to the standards and dignity of my profession, conscious always that my skill carries with it the obligation to serve humanity by making the best use of the Earth’s precious wealth.”

    The graduates in computer science took a similar vow, as they promised the following. “I am a computing professional. My work affects people’s lives, both now and into the future. As a result, I bear moral and ethical responsibilities to society. I pledge to practice my profession with the highest level of integrity and competence. I shall always use my skills for the public good. I shall be honest about my limitations, continuously seeking to improve my skills through lifelong learning. I shall engage only in honorable and upstanding endeavors. By my actions I pledge to honor my chosen profession.”

    It is in this context that I recommend to all my readers The Thinking Game, a 2024 documentary on the life of Demis Hassabis, founder of DeepMind, now Google DeepMind. Hassabis is a child genius, designing a top ten video game at age 16, then founding the first artificial general intelligence company, DeepMind, on graduation from Cambridge University. His first goal was to develop a program that could beat the best in games ranging from PONG to GO. Within four years, DeepMind bested the Korean and Chinese GO champions. Then it was on to the real-life challenge of solving the “grand challenge of biology, the protein folding problem.” The AlphaFold AI system can predict the 3D structure of proteins, thereby speeding the development of drugs. Hassabis and his colleague John Jumper were awarded the Nobel Prize in Chemistry in 2024 for this work. It should also be noted that Hassabis made a fortune selling to Google in 2017. I reference Hassabis because his work reflects the very ideals those engineering pledges are meant to uphold: innovation in service of humanity, guided by responsibility and ethics.

    The vows taken by those graduates stayed with me as I read a recent New York Times article, “How a Secretive Firm Tried (and Failed) to Fix an Epstein Friend’s Tattered Image.” The piece examined the work of Terakeet, a reputation management firm, that worked to burnish the tarnished image of Kathryn Ruemmler, until recently the general counsel of Goldman Sachs. The Times article goes on to say that the firm “resorted to the furtive, algorithm-placating digital tradecraft that made it one of the most exclusive firms in the booming world of reputation management.” Mac Cummings, the owner of Terakeet issued this rebuttal. “Terakeet’s technology is built on a simple mandate: organizations must tell their own story. If they do not, third-party bias combined with generative AI will shape it for them.”

    That explanation, however, speaks to a broader tension within the communications profession about the responsibilities that come with shaping public perception. The Arthur Page principles remain the proper guidelines for behavior in public relations: tell the truth, prove it with action, and conduct PR as if the whole enterprise depends on it. In a world where information reaches people directly as well as through media, and where the lines between fact and fiction are increasingly blurred, we have a responsibility to help people better understand the truth, not make it harder to find. Otherwise, the media will doubt our veracity, the public will rightly question our motives, and employees will feel betrayed when money is substituted for judgment.

    Richard Edelman is CEO.

     

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    Insights

    AI is rewiring creator marketing, and most brands aren’t keeping up

    AI in marketing isn’t theoretical anymore, it’s operational. That reality was front and centre at DigiMarCon Toronto, where leaders focused on how AI is driving measurable business impact. In creator marketing, the implications are immediate and structural. The gap between organizations using AI with rigor and those using it superficially is becoming impossible to ignore.

    Let’s be clear: AI is not just making creator marketing more efficient; it’s redefining how the entire discipline operates.

    The playbook is being rewritten

    From how creators are discovered to how partnerships are structured to how performance is predicted and measured; the playbook is being rewritten in real time. Leaders who treat this as incremental change will fall behind those who recognize it as an operating shift.

    Creator discovery illustrates this point. What once relied heavily on manual identification and vetting is now powered by systems that can analyze audience quality, content patterns and brand alignment in seconds. That does more than just save time, it raises the baseline for decision-making. If your process still looks the same as it did two years ago, you’re not just behind, you’re making weaker decisions with less information.

    From instinct to accountability

    The same shift is underway across creative and performance. AI can now forecast which content is likely to resonate before it goes live and optimize campaigns as they run. This shifts the role of the marketer from subjective selection to accountable decision-making. The expectation is no longer instinct alone, but informed judgement backed by data and tied to outcomes.

    The discipline gap

    Yet many organizations remain misaligned with this reality.

    There is no shortage of AI tools in the market. There is a shortage of discipline in how they are applied. Too many teams are experimenting at the edges instead of integrating AI into the core of how Creator Marketing drives revenue and customer experience. If AI is not directly influencing who you partner with, briefing, how you optimization and measurement, it’s not a strategy. It’s a side project.

    The highest-value applications are clear and tied to business outcomes. Better creator selection. Smarter content decisions. More efficient spend. Stronger conversion. Anything else is noise.

    Scale without losing trust

    At the same time, scaling AI without clear guardrails is a mistake. Creator Marketing is built on relationships, credibility and audience trust. Creators are not interchangeable media units. They are partners whose values depends on authenticity. Applying AI without thoughtful governance risks optimizing for short-term performance while eroding long-term trust.

    That’s why governance cannot be an afterthought. It should define how AI is used, what decisions it informs and where human judgment is non-negotiable. The goal is not to replace intuition, but to sharpen it and ensure it’s applied in the right places.

    Closing the gap

    Closing the gap between experimentation and impact requires deliberate operating changes. Leaders should prioritize four actions:

    1. Integrate AI into core workflows: Apply it to creator selection, briefing, optimization and measurement. If it doesn’t shape these decisions, it’s not driving business value.
    2. Pressure-test decisions before launch: Use AI to evaluate creator fit and campaign strategy before committing.
    3. Redesign role and workflows around AI: If AI is just an extra step, it won’t stick.
    4. Invest in capability, not just tools: Platforms don’t create impact without training, standards and internal expertise.

    AI’s value comes down to execution. Insights have limited impact unless they translate into stronger briefs, more strategic partnerships and measurable results. Organizations that fail to operationalize AI will add complexity without improving performance.

    The critical divide in Creator Marketing is no longer access to AI; It’s a willingness to rethink the operating model.

    Leaders who act now will move faster, spend smarter, and win more consistently. Those who don’t will continue to frame incremental change as innovation while losing ground where it matters most.

    Gabe Mederos, Vice President of Creator Marketing.

     

    Insights

    Matthew Harrington, a Singular Force

    Richard Edelman /

    Matthew Harrington, our Executive Vice Chairman, received the SABRE Individual Achievement Award for distinguished service in public relations at PRovoke Media’s North American SABRE Awards this evening. I want to add my own thoughts about a man who has been such a singular force in the success of Edelman over the past four decades.

    His first day at the firm is the stuff of legend. I met Matt through his cousin Becky, who was the girlfriend of my pal Dave Wagener in college. Matt came to our New York office at 1775 Broadway. I quickly concluded that he was bright and energetic, hiring him on the spot. We were short of staff, so I sent him out right away to help our client Scitex on its first quarterly earnings release since listing on Nasdaq. I had not thought to ask Matt whether he had done one of these before. Our client, Arthur Low, gamely guided Matt through the process and the release went out on time.

    As one of our rising young executives, Matt put his hand up to move to the West Coast in the early 90s to lead our growing Visa International relationship out of the San Francisco office. He was then named General Manager when the incumbent moved to the client and ultimately became Head of West Coast Operations. Among the clients he attracted to Edelman during his tenure on the left coast were Starbucks and Charles Schwab, which are still pillars of DJE’s business. He was the first dedicated client leader to Microsoft and among the first Edelman executives to work with Samsung Electronics; his relationship with both companies continues today.

    Through his work as both a client and CEO counselor, he has helped elevate and redefine the role of today’s communications professional. He has led our clients and our firm through defining moments post 9/11: Leading the Cantor Fitzgerald grieving center at the Pierre Hotel, the 2008 financial crisis and the recovery from COVID. One of his most groundbreaking engagements was with Odwalla, where he helped pioneer the use of the internet for crisis management, providing real-time updates to consumers on product safety and earning a PRSA Silver Anvil for best Communications Campaign of 1997.

    Matt has been a leader on the ethical practice of public relations. He helped establish our firm’s core set of values and has been outspoken in his role as board member at USC Annenberg School’s Center for Public Relations to ensure that graduates take these values into the workplace. He has worked closely with our Crisis and Issues team to fight disinformation.

    As our Chief Operating Officer for the past fifteen years, he has been my true partner in growing the business to its nearly $1 billion level. He has carried the flag for the Edelman brand to our far-flung markets, presenting the Edelman Trust Barometer, doing new business development, and meeting with opinion leaders in Davos. He is the calm, cool operator who has translated nascent ideas such as the Circle of Cross Influence into revenue and top client service.

    It is important to note that he has balanced work and family life. He is an incredible husband, father and now grandfather. He has been a role model to so many in the company, mentoring Judy Mackey, Justin Blake, Lisa Sepulveda, Russell Dubner and my three daughters. I have also been the direct beneficiary of Matt’s wisdom; he is a trusted counselor whose judgment and perspective have guided me through many of the firm’s most important moments.

    He has also done impressive community service on the board of his alma mater, Denison University, and Classic Stage Theatre (you need to know that Matt gave up a promising acting career to go into PR).

    Matt is the epitome of the Edel-person, smart, devoted to clients, global-minded and committed to excellence. I congratulate Matt on his well-deserved award and count on him for many more years of partnership.

    Richard Edelman is CEO.

     

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