LONDON—Jackie Cooper, global chair of creative strategy at Edelman for the past three years, is taking on a new role at the firm, while focusing more time and energy on her entrepreneurial interests. Mark Renshaw, currently global brand practice chair, will take over interim oversight of the firm’s creative strategy in addition to his current role, effective August 1.

According to an internal memo from Richard Edelman, Cooper “will be leveraging her creative passion and proven business-building skills to help advance and expand our work in the entertainment space by supporting [sister agency United Entertainment Group] as it expands to Western Europe.”

Cooper began building the creative and planning functions at Edelman—which now include more than 600 people around the world—three years ago, and says it was “time for a change. Where we are now, we need to take a breath. We have the strategy and we have this resource, and the next stage is about structure and operations and deep expertise running a community like this, and that’s where Mark comes in.”

Renshaw joined Edelman as head of the consumer brand practice, based in Chicago, in September of last year. He had previously worked at Leo Burnett for 18 years, most recently as chief digital and innovation officer, responsible for developing global brand strategies for some of the largest marketers and brands in the world.

 Since joining Edelman, he has worked with clients including Heineken, Kellogg’s, Nissan and Yum Brands, as well as overseeing the firm’s Earned Brand study. Before joining Edelman, Mark served as chief digital and innovation officer at Leo Burnett, where he was responsible for developing global brand strategies and marketing models for some of the largest brands in the world.

Says Edelman, “Mark's focus will be on continuing to develop this growing area of the firm, while also working to operationalize how we deliver innovative work for clients that has impact.  Under Mark’s leadership, we will determine our exact needs including, but not limited to, strengthening creative and planning talent in key markets as well as the long-term global leadership for the functions.”

According to Renshaw, “The exciting this is that there is so much more opportunity for what we are doing here. Every conversation I have had with clients in my current role, they have wanted even more help from us in helping them tell stories in an earned way, on the brand side and the corporate side. 

“We have become a creative agency with this idea of earned at the center. We have the talent here to take clients advertising-based ideas, but we want to do things that get people telling stories on behalf of our clients. We want to do something that is new and better.”

Cooper co-founded her own PR firm JCPR in 1987 and sold it to Edelman in 2004, serving first as creative director and vice chair of Edelman UK, and later as global vice chair of brand properties, before establishing Edelman’s content offer and taking on her current role in 2013.

Discussing her future plans, she says, “I came in here as an entrepreneur, and I serve on a number of boards, including Jamie Oliver’s board, and I want to devote more time to that and reignite some of my independent projects. At the same time, I want to get closer to the client work again, and a lot of the work I have done has involved harnessing and even creating popular culture, and that’s what UEG is all about, so I want to help them as they expand into Europe.”