Arun Sudhaman 02 Jun 2014 // 11:29AM GMT
STOCKHOLM—Edelman is acquiring Sweden's Deportivo, in a bid to boost its creative capabilities in the Nordics and across Europe.
The global PR agency has acquired 100% of the Swedish firm, which has risen to prominence in recent years thanks to a string of acclaimed engagement campaigns. These include the Twitter Dress at Sweden's Almadalen political week and a Unicef effort that turned sweat into drinking water.
Deportivo, which was founded in 2010 by Anders Hallen and brothers Stefan and Mattias Ronge, counts 19 employees and generated turnover of around $3m for its most recent fiscal year.
Edelman Europe president and CEO Michael Stewart told the Holmes Report that the acquisition would fulfil three needs, starting with Deportivo's creative capabilities. "They have a core PR DNA so it’s all about engagement rather than advertising," explained Stewart.
Secondly, Edelman will use Deportivo to help raise creative standards across Europe. Thirdly, added Stewart, the firm will bring scale to the US agency's Nordics presence, particularly once Deportivo merges with Edelman's existing Swedish office.
Edelman's Swedish operation will henceforth be known as Edelman Deportivo, headed by CEO Mattias Ronge. Stefan Ronge will serve as regional creative director, while Hallen retains his position as head of innovation.
Sharon Reid, who has been serving as Edelman Stockholm interim GM, will oversee the integration of the US agency with its new acquisition, as chief operating officer.
The deal comes less than a month after key Edelman rival Weber Shandwick acquired Prime, Sweden's largest consumer PR firm.