- ETHICAL APPROACH TO BUSINESS
For more than 50 years Edelman has built a reputation known for breakthrough strategy and programming that delivers valuable results to our clients. Our professionals across our global network strive to bring the highest level of personal and professional integrity to the execution of their job, every day. As a global organization it is all the more important that we be unified in all facets of how Edelman does business. Our expertise and role in the formation and dissemination of messages to all stakeholders is of value across the spectrum of traditional media as well as increasingly called upon by numerous new media options.
- EDELMAN'S HISTORY
The first chapter of our firm begins when my dad, Dan Edelman, moved to Chicago to accept the position of public relations director for the Toni Company (now a Gillette division) in 1949. His first assignment: to create a PR campaign for Toni Home Permanent kits, promoted in advertising by identical twins asking the question, "Which Twin has the Toni?" The first-ever product media tour, taking 12 sets of identical twins around the country, achieved unprecedented success. From there Dan had the insight and confidence to leave Toni and open his own shop on October 1, 1952.
From the outset, Edelman defined marketing public relations. New product launches and brand-building were the backbone of our company, supporting clients including Sara Lee, Paper Mate and ReaLemon. In the early 1960's he started hiring celebrity spokespeople. Actor Vincent Price promoted The California Wine Institute.
From brand communications, we extended our expertise to corporate reputation and trade associations, setting standards for the direct marketing industry by creating the first ever "do not call list" with the Mail Preference Service. We re-launched the 3M Overhead Projector, one of the PR industry's first Business-to-Business campaigns, for which we were awarded our first PRSA Silver Anvil.
By the mid-1970's, with our reputation as "the" marketing public relations agency firmly established, we diversified into health, public affairs, technology, and crisis management. We began representing countries such as Finland, Turkey, and Yugoslavia, and leading companies such as Roche, Nestle, Dow Chemical, S.C. Johnson, and Mobil. Our practices expansion paralleled our rapid geographical growth, with office openings in New York (1960), Los Angeles (1965), London (1967) and Washington (1969), and later continued to reach across Europe and into Canada, Latin America and Asia.
We were known as a firm of "big ideas," ideas that raised the bar and would later become staples of the industry.
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