SAN FRANCISCO—Edelman has hired Cybil Wallace, formerly with AP, CNN, and Ustream, as manager of its creative newsroom offer in San Francisco, one of several senior hires with print and digital media, TV and traditional ad agency experience for the creative newsroom, which is intended to help clients monitor and respond, in real time to the conversations and reporting taking place among consumers and the media.

In addition, April Umminger (formerly of Washington Post, USA Today) has been named co-manager in Chicago; Kate Shay (Tibbr) as associate creative director in San Francisco; and Drew Vogelman (BBDO) as director of creative production in New York.

Along with former journalists and editors, the newsrooms are currently staffed with content creators, strategists, trend spotters, community managers, analysts, paid-and earned media experts and planners with backgrounds in visual, digital and traditional news and information.

Among the clients currently using the Creative Newsroom are Adobe, ConAgra Foods, Dairy Management and PayPal.