Edelman Ditches Plan to Be a Marketing Services Holding Company
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While many big agencies have been expanding their service offerings — and will likely feel further compelled to in the wake of the Publicis-Omnicom merger — Edelman is retrenching to focus on what’s it’s always been known for.
For the past two years, the PR giant has been building the foundation for a PR-centric holding company with diversified services. But its CEO, Richard Edelman, now says he’s no longer worried about having a piece of every type of service that makes up the overall marketing pie.
Mr. Edelman — who’s also chairman of Daniel J. Edelman, the network that houses PR giant Edelman and smaller PR shop Zeno — explained the company will instead double down on its existing expertise in PR, research and social digital. And rather than invest in shops dedicated to various marketing disciplines, Mr. Edelman said he’d rather create strategic partnerships with those shops, including Madison Avenue firms and Hollywood talent agencies. He used the example of India-based marketing firm Rediffusion, with which Edelman has shared duties for the Tata automotive business.
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