NEW YORK—Edelman has acquired Matter, a branded entertainment and content development company. Matter, founded in 2003 and led by partners Andy Marks and David Freeman, will merge with Edelman’s entertainment marketing practice and operate as Matter, an Edelman Company. It will operate globally with staff in New York, London and Los Angeles.
Matter has worked with clients including Saturn, Knitting Factory Entertainment, Lime, Target, Ford Motor Company, and Relix Magazine. Recently, the firm helped XM Satellite Radio and Knitting Factory Entertainment develop an independent emerging music concert series to air on XM’s indie rock station XMU.
Before co-founding Matter, Marks served as executive vice president, brand partnerships and founding member of Hypnotic, a production company backed by Universal Pictures. Freeman headed a joint venture between two media/marketing agencies within the Omnicom Group, OMD and Aaron Walton Entertainment.
“In a world where the cost of media distribution is becoming negligible, Matter will support our clients by creating original content or co-creating branded content directly with audiences,” says Pam Talbot, U.S. CEO of Edelman. “PR can no longer just be the brokers of information. With Andy, David and Ferris we have proven leaders who will create the right entertainment vehicle to advance our clients’ brands.”
Andy and David will be joining Ferris Thompson as the managing directors and joint leaders of the entertainment practice, which has designed programs on behalf of Edelman clients including Axe, AstraZeneca, and Warner Bros.