Edelman Univeils New "Experimental Hot Shop"
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Edelman Univeils New "Experimental Hot Shop"

Edelman Public Relations Worldwide has created what it calls “an experimental hot shop,” Edelman UFO, which will be headquartered in Stockholm, Sweden. UFO will create new tools for public relations and provide new creative ideas and methodologies.

Paul Holmes

STOCKHOLM—Edelman Public Relations Worldwide has created what it calls “an experimental hot shop,” Edelman UFO, which will be headquartered in Stockholm, Sweden. UFO will create new tools for public relations and provide new creative ideas and methodologies for Edelman’s European network. If successful, the idea will be expanded throughout Edelman’s European network.

“Our new ‘hot shop’ in Stockholm will play an important part in bringing the new Edelman brand based on the relationship imperative to life,” says Alison Canning, president of international operations.  “The Swedish market is a good place for experimentation because it is both at the forefront of new media adoption and is culturally receptive to new trends and ideas. Swedish marketing and advertising has always been known for its creativity and innovation.”

UFO includes seven senior professionals who recently broke away from Audumbla Poolcat, a leading Scandanvian advertising agency. It will be led by CEO Pontus Nyström, COO Claes Delin and chief creative officer Joakim Johansson. The new team will be fully merged with the existing Edelman operation bringing the total number of staff in Stockholm to 24. 

According to Nyström, “We will explore all sorts of new areas including guerrilla marketing, viral marketing, community marketing, statement marketing, word-of-mouth marketing and buzz marketing...to name but a few”.

Edelman has been broadening its capabilities beyond traditional PR, first with the acquisition of Canning’s First&42nd management consulting and corporate social responsibility firm in the U.K. and also with the acquisition of the advertising agency Blue in the U.S.

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