NEW YORK—Edelman has formed a partnership with Seismicom, a leading independent channel-marketing and promotions firm. Together, the two firms will provide clients with a “360-degree” marketing solution combining PR with promotions.
Edelman and Seismicom are building an integrated PR and channel marketing team based in their Chicago, New York and San Francisco offices that will serve clients throughout the U.S. The two firms will jointly invest staff and resources and will share resulting revenues. Jody Quinn, Edelman executive vice president and creative director David Flaherty, founder and CEO of Seismicom, are spearheading the initiative.
“By seamlessly combining the credibility and relationship-building power of PR with the urgency and sales-building power of promotion, we are offering a breakthrough integrated marketing approach focused on driving sales,” said Pam Talbot, U.S. CEO for Edelman. “Delivering sales is a powerful form of measurement.”
The Edelman-Seismicom partnership has already won a multi-million dollar assignment from The Mushroom Council, the marketing arm of the U.S. mushroom industry. That effort will employ PR to build the profile of mushrooms as part of a healthy diet while using category management and promotional tactics to reach consumers in the grocery aisle.
“PR’s ability to build brand awareness and lasting relationships complements channel marketing’s ability to drive consumers to and through the point of decision, making this joint business-building effort between Seismicom and Edelman a natural fit,” says Flaherty. “We are creating a one-stop offer to develop creative strategies and tactics that engage and empower consumers in a seamlessly integrated way.”