Edelman launches integrated marketing unit

The independent public relations firm Edelman is launching an integrated marketing unit to provide cross-channel strategy and content to its clients. The division, which is called Ruth after Edelman founder and chairman Dan Edelman's wife, counts Pfizer among its initial clients but is equipped to work with companies from all industries and with varied budgets, according to the PR firm.

The unit "combines long-standing in-house speciality creative teams with new creative talent and account managers recruited from the integrated marketing, brand, and advertising industries," the company explained. Offerings include brand and visual identity, editorial, graphic design, direct-to-consumer advertising, event production and mobile marketing, and play-anywhere content.

Edelman said Ruth was launched in part to help the PR firm compete with boutique agencies. The unit is headed up by Matthew J Harrington, president and CEO of Edelman US, and has regional hubs in New York, Seattle, Chicago, and Washington DC staffed by more than 70 creative directors, art directors and designers, writers, producers and event specialists, as well as account directors and senior strategists.

Ruth joins other existing speciality businesses at the company, including the reputation and issues advocacy unit Blue; the sports and entertainment marketing unit MATTER; the research services unit StrategyOne; and DJE Sciences, which focuses on scientific communications.