Today Edelman PR announced the appointment of Jackie Cooper to the newly created role of global chair, creative strategy. Cooper previously served as global chair of brand strategy; she is now also a member of the firm’s executive committee.
What does this new title mean? It’s part of a larger strategic shift for the Edelman organization, which aims to “be the lead creative resource” for clients by expanding upon the role PR teams play within the creative process while simultaneously differentiating PR from other marketing disciplines. By leveraging the power of its internal Strategic and Creative Guild and its newly assertive creative strategy team, Edelman will “further empower” its more than 4,500 employees to address the challenges clients face in earning the loyalty of their customers.
The heart of this shift stems from the fact that, in the words of president and CEO Richard Edelman, “PR needs to have a better self-image” and avoid “[assuming] that the job is to advance advertising’s creative work”. In order to facilitate that change, the firm plans to begin “[hiring] more people out of advertising” and cooperating more closely with creative departments on new digital/multimedia content campaigns.