Arun Sudhaman 12 Nov 2013 // 9:12AM GMT
NEW YORK—Edelman is exploring a restructuring of its account teams in recognition of the changing demands made of modern PR agencies.
The world's largest PR firm is due to discuss its options at a meeting in Chicago next month. While Edelman has tripled in size since 2002, the company is looking at ways to advance its traditional PR agency roles and structure in line with client needs.
It is understood that the agency is aiming for a structure that that recognises such skills as listening; optimising content; amplification; media relations; and, creative content. If implemented, it is likely that Edelman will pilot any changes in a specific geography and practice area first.
The move comes 24 months after GolinHarris ushered in an ambitious restructuring that has, so far, seen impressive results. Edelman CEO Richard Edelman, however, dismissed the notion that his firm was attempting to emulate Golin's 'g4 model'.
"We're going to discuss our account structure," said Edelman. "The Golin way is only one possibility."
The move comes after Edelman unveiled its new strategic roadmap earlier this year, dubbed the 'Hamburg Principles', following a global management meeting in the German city.
The new plan — which eschews a holding group structure in favour of a stronger focus on public relations, digital and research — aims to lead the agency's growth over the next two to three years.