Edelman Eyes Second Brand Launch In India
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Edelman Eyes Second Brand Launch In India

Edelman has moved to restructure its Indian operation, and is considering the launch of a second brand in the country.

Arun Sudhaman

 NEW DELHI--Edelman has moved to restructure its Indian operation, and is considering the launch of a second brand to help it manage the extensive client conflict caused by its win of Tata Group’s mammoth PR business last year.

Edelman India CEO Robert Holdheim told the Holmes Report that the firm is contemplating a second brand, and will make a decision within the next couple of months. One option includes the launch of Edelman US brand Zeno in India, given that firm’s existing global aspirations.

“We have a conflict in every imaginable sector,” admitted Holdheim. “We turned away 40 RFPs in the first three months [after securing Tata].”

The firm secured numerous Tata Group accounts last year, when the giant Indian conglomerate shifted its $5m business out of now-defunct agency Vaishnavi Communications. The $83bn group’s interests span telecoms, energy, consumer products, chemicals, engineering and IT.

The second-brand strategy is being overseen by Delhi head Amit Misra. His duties are to be assumed by technology head Varghese Cherian, with the firm currently searching for a new technology practice director.

The firm has had to staff up from 150 people to 270 people to handle the influx of new Tata business. To help Holdheim handle the rapid growth, public affairs head Rakesh Thukral has added COO responsibilities.

While Delhi and Mumbai will continue to report into Holdheim, the remainder of Edelman’s 11-city network will now report to Thukral.

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