Arun Sudhaman 08 Nov 2012 // 12:00AM GMT
LOS ANGELES--Edelman has been brought in to handle an international project that aims to tie Skype more closely to the world of entertainment.
Edelman secured the multi-market brief following a competitive pitch revealed earlier this year by the Holmes Report.
It is understood that the project involves positioning Skype products and services through a particular focus on music. Key markets are thought to include the US, UK and Japan.
This is not the first time that Skype has tapped into the music world. Earlier this year, the internet calling service's 'Say it with Skype' campaign included a search for the 'next big band'.
Skype global communications head Brian O’Shaughnessy reiterated his earlier comment that the company’s existing agency arrangements were not under review.
"Skype has not changed its AOR," O'Shaughnessy told the Holmes Report. "From time to time, we engage various agencies on project work as necessary."
Skype works with Kaplow in the US, Grayling and Text 100 in Europe, and Bite Communications in Asia-Pacific.
Skype was acquired by Microsoft last year for $8.5bn and now counts 45m users after strong growth of 70 percent so far in 2012. The company is due to launch Skype in the Workspace, which targets small businesses, after rolling out free Wifi services for UK users.
The company has stepped up its consumer marketing efforts in recent months, launching a global campaign that aims to show how its service enables “more human” communications.