Edelman

Creative
Edelman turned 70 three years ago but—despite becoming the PR industry’s first billion-dollar business—shows no sign of losing its restless, entrepreneurial spirit, which has seen the firm keep its independence even as its peers have sold to publicly-traded holding companies. Having expanded far beyond its consumer roots, the firm has deep domain expertise in healthcare and technology, corporate and financial communications and public affairs, digital content creation, social media—and a leading position in the development of AI tools for PR. Across EMEA, the agency has been enjoying the fruits of its four-year drive—started by Ed Williams, now international president and new EMEA chief executive AJ Hesselink—to emphasize organizational design and become more integrated across offices, moving away from a focus on individual market teams to a more connected, horizontal approach. 

Last year saw the UK operation decline slightly in revenue terms, although it continues to deliver about half of Edelman’s $235 million European revenue. The biggest contributions came from the tech, health and food and beverage sectors, while the firm’s commitment to integrated work continues to pay off and its leadership in AI is another significant factor. Having picked up a Titanium Lion in Cannes for its DP World work, Edelman continue to produce high-profile work in 2024, with campaigns ranging from the creation of a Haribo “Treatline” to help ensure that adults don’t disappoint trick-or-treating kids at Halloween, to the launch of HP’s first AI PC in the UK, to working with Black 3D artists, animators, and programmers to create the “Code my Crown” initiative, enabling video game players to customize their in-game avatars.

While Edelman’s most significant contribution to the industry’s thought leadership remains its Trust Barometer, now in its 25th year and generating as much attention as ever, the firm continues to innovate in terms of tools and services: having launched its specialist Gen Z Lab in 2022, it followed up last year with its Longevity Lab, focused on the 55+ generation, which controls half of the world’s wealth. Led out of the UK, the firm’s Global Cultural Trends Report: Tipping Points shares the firm’s perspective on mega trends set to shape communications and culture in the year ahead, from the backlash against hyperstimulation to the mainstreaming of niche media. But the most impressive initiative is probably the firm’s investment in AI—from research to brainstorming to analysis—which has seen 98% of staff undergo AI training, resulting in 300 AI ambassadors across the region, and the creation of more than 350 AI models for clients.

Finally, the “One Edelman” initiative has had an impact on the firm’s culture, with the Middle East operation garnering Great Place To Work accreditation for the third consecutive year. The firm has offered support to those impacted by regional conflicts, offering mental health resources, time off for volunteering, aid packing, and family support. Edelman Middle East also donated $25,000 to charity initiatives chosen by the team. A toy-making workshop for displaced refugee children showcased the community outreach efforts.—PH