Edelman vows to ‘aggressively’ pursue digital, creates new ECD and strategy roles
Lefley, Hamidi, Hegerman and Moggridge
Edelman has become the latest PR agency to hire an executive creative director as it looks to branch out beyond its traditional disciplines, also launching Edelman Digital into the market and promising to “aggressively” pursue digital briefs.
Max Hegerman, the managing director of Edelman Digital India has been brought across to launch the brand locally, while Naked Communications strategy director Carl Moggridge has been named head of strategy at Edelman.
Speaking to Mumbrella on the changes, Edelman Australia chief operating officer Matthew Gain said: “There’s all this demand we’re seeing for non-traditional PR services in the work that we’re doing. And that’s not to say we don’t start with PR briefs or we’re not a PR agency anymore, we definitely are, but what we’re seeing is a massive blurring of the lines between what a digital agency does, or what a creative agency does or even what a media agency does now.
It’s always good to have a guy in a black T-shirt if you’re going digital.
Welcome to Australia, Max!
sensible move, Edelman is looking a lot more prescient than many other global PR firms. (or at least it’s PR’ing itself well!)
Nice move Matt. Carl is brilliant and will, without a doubt add so much value to the team!
Big talk… we all should be very, very worried as their case studies are bleeding edge and being a cutting edge digital ‘agency’ you would think they would have an up to date ‘website’ with work and staff that actually work there, but hey, they are ‘Not your ordinary PR
agency’