Rubel joins Edelman, CooperKatz renames MicroPersuasion practice

NEW YORK: Edelman has hired Steve Rubel, author of one of the most well-read PR blogs, as SVP of its diversified services group.

NEW YORK: Edelman has hired Steve Rubel, author of one of the most well-read PR blogs, as SVP of its diversified services group.

Rubel, who will begin at Edelman on February 27, joins from CooperKatz where, as SVP, he created the MicroPersuasion practice in February 2005. He will help build Edelman's word-of-mouth marketing programs, provide new media research and development, and help Edelman clients embrace new media tools. He will report to Rick Murray, general manager of diversified services.

"We're excited to have him on the team," Murray said. "As committed to the new [communications] rules as we are, you would have a hard time finding someone more closely aligned to our vision than Steve."

While Murray said hiring Rubel was not about his blog or media profile, the agency wants him to continue blogging.

Edelman and CooperKatz reached an agreement regarding the MicroPersuasion brand and Rubel's blog. Rubel will continue to blog at MicroPersuasion.com, and the CooperKatz MicroPersuasion practice will now be called Cogence (consumer generated intelligence). Edelman will not use MicroPersuasion as a practice name.

"I wanted to go somewhere where I could have an impact on a global scale, and I felt that Edelman was really the best fit, in the sense that they have a clear understanding and vision of where [the market] is going," Rubel said.

At CooperKatz, Rubel's new-media work focused on clients like Vespa manufacturer Piaggio, The Association of National Advertisers (ANA), and high-end household appliance manufacturer Simplehuman.

Anne Green, CooperKatz SVP and GM, will lead the Cogence practice, according to Andy Cooper, principal.

Cooper said that all clients know about Rubel's departure, and he doesn't expect any defections. Cooper said that with the strength of the MicroPersuasion team and the new media current running through all operations, the transition would be smooth.

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