Retaining his current role, and that of CEO of The Centre for Brand Analysis, he will work across the UK business to oversee brand strategy and creative planning and insights.
Ruth Warder, MD for Edelman’s consumer practice, said: ‘Stephen brings an abundance of experience and knowledge; his exceptional brand insight will be a huge asset to Edelman and our clients.
‘We felt he would help us offer a more enriched service which is what we’re being asked for more and more.’
Cheliotis joined Superbrands in 2001 and became MD in 2003 before moving into a European role two years later. In 2007 Stephen founded TCBA.
He said: ‘What excited me about this role beyond working at Edelman was the breadth of superbrands that the agency works with and that I will be involved with. For a brand person to join a PR agney isn’t necessarily an obvious fit but I think it works, and as the marketing world changes its great to work for an agency that sees the bigger picture.’
He added: ‘It’s about really bringing a brand perspective to the table in terms of planning and insight.'