Edelman Goes Global with Baskin-Robbins
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Edelman Goes Global with Baskin-Robbins

Edelman Public Relations Worldwide has been selected as agency of record by Baskin-Robbins International, and will develop creative and strategic programs for its international partners and licensees.

Paul Holmes

LOS ANGELES, October 18—Edelman Public Relations Worldwide has been selected as agency of record by Baskin-Robbins International, and will develop creative and strategic programs for its international partners and licensees. The account will be led by the firm’s Los Angeles office, which has worked with the company on projects for a 22-month relationship with Baskin-Robbins in the United States.
 
Edelman took over from Porter Novelli on the domsestic PR business and has handled several programs, including the company’s “free scoop nights,” the introduction of special holiday flavors, and promotional activities around the movie Shrek. The firm has also handled some crisis work. It takes over the international component of the account from Fleishman-Hillard.
 
“As our domestic partner over the past two years, Edelman has produced a results-driven campaign that has helped Baskin-Robbins increase its brand equity, enhance its positive image and, most importantly, drive ice cream sales and in-store traffic nationwide,” said Debra Newton, director of global marketing communications for Baskin-Robbins.  “We anticipate that their depth of experience and expertise will serve us well in the international arena.”
 
The Edelman Los Angeles office will manage the Baskin-Robbins global account under the direction of Claudia Bloom, senior vice president.
 
“Nothing is quite as rewarding as seeing an ongoing successful PR campaign develop into a worldwide relationship,” says Gail Becker, executive vice president and general manager of Edelman Los Angeles. “We are so pleased to expand our relationship with Baskin-Robbins to the global level.”
 
The firm will handle PR for Baskin-Robbins in markets including Australia, Japan, Korea, and Puerto Rico. The business also includes assignments in the Middle East and Latin America.
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