Daniel J. Edelman Inc (DJE)¬†announced this morning that it has promoted Alan VanderMolen to vice chairman of¬†the Edelman holding company. The move is an effort to build on the business’ holding company model with PR as the focus.

Looking back, Richard Edelman, CEO of Edelman and executive chairman of DJE, points out that “DJE was the original name of the company.” Over the years, Edelman has come to the forefront. Now, the company wants to diversify. Doing that requires “activating the holding company.”

“We want to make it clear to the marketplace that we want to compete with Omnicom, et. al. But they put at their center their advertising business and we put PR at the center,” said Edelman.

“We’re unique in being a PR-centered holding company. We’re an example for all the rest,” Edelman added.

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