PR top dogs Edelman just announced a new partnership with the crowdsourcing video producers Poptent.

The relationship is fairly straightforward: Edelman will use Poptent’s considerable talent pool to complement the video savvy of its sister company MATTER, Inc. and more aggressively promote its own clients. The two brands aren’t strangers — they recently worked together on ToGetHerThere, a PSA campaign celebrating the 100th anniversary of the Girl Scouts of America. So why did they choose this moment to join forces? Read more