CHICAGO—Edelman has formed Edelman Mobile, a new offering dedicated to building mobile-enhanced communications programs on behalf of clients. Building on the firm’s mobile initiatives for clients in the U.S. and Europe, and its work for mobile industry leaders such as Orange and dotmobi, Edelman Mobile will extent Edelman’s expertise in strategic communications across emerging platforms.
“Today people want to interact with brands, products and companies on their own terms, and the mobile channel is ideally suited for such interaction,” says Richard Edelman, president and CEO of Edelman. “With Edelman Mobile, we believe there is an enormous and largely untapped opportunity to deliver high-impact mobile programs not only to reach consumers, but to engage other stakeholders like employees, business-to-business customers, and health professionals, to communicate during a crisis or corporate transition, or even to advance a public affairs initiative.”
To launch its mobile offering, Edelman has commissioned two primary research vehicles: a survey of corporate executives on five continents to measure the impact of mobile communications on businesses, conducted by The Economist Intelligence Unit; the second, a series of focus groups conducted by U.K.-based mobile pioneer Will Harris to better understand the mobile consumer and the rise of a new breed of “mobile super-user”
The new practice will be led by Dan Cornell, deputy general manager and managing director, Edelman Mobile.