NEW YORK: Edelman has promoted Jackie Cooper to global chair of creative strategy, a newly created role, effective immediately. She was previously global vice chair of brand strategies.
Cooper, who will report to global president and CEO Richard Edelman, will work with the firm's teams around the world to enhance its creative capabilities. Her former responsibilities will be integrated into her new position, meaning the agency is not looking to fill her former role.
Edelman said he developed the position to create a “competitive advantage” from enhanced creative capabilities.
“It's our desire to actually compete not just with our PR firm classic brethren, but also with ad agencies, digital firms, and media buyers,” he said. “We think there are certain instances in which PR is a more logical point of origin for a great idea for a brand, so that's why we're doing this.”
“If you're recognizing that we have a bigger opportunity, then you have to position people to take advantage of it,” Edelman added.
Cooper joined Edelman in 2004 when the agency acquired her firm, Jackie Cooper PR, a UK-based consumer agency. Asia-Pacific president and CEO David Brain and Robert Phillips, the former EMEA president and CEO of Edelman, also joined the agency at that time.
She was promoted to global vice chair of brand properties in July 2011 after previously serving as UK creative director and vice chair of Edelman's UK business. Cooper gained oversight over developing new products, concepts, and relationships in connection with brand, content, and partnerships at that time. She was named UK creative director in 2007.
Cooper said she will focus on “empowering our entire workforce around the world to embrace this role of creativity, which they do anyway, but it's a formalization of something that is at the heart of what we're delivering.”
She added that it will help the agency “exploit what is happening in the world of marketing” and show how audiences' behaviors are changing, which means creative work and the way agencies market and communicate for clients is also shifting.
Cooper, who will be based in London, will work with Edelman's teams across all practices, such as consumer, technology, and healthcare.
“We don't think there's a vacuum for creativity,” she said.
Cooper's promotion is the latest in a sting of high-level people moves at the independent agency.
Earlier this week, Edelman global technology practice chair Pete Pedersen left the agency to become CEO of Grayling. In the interim, Edelman Silicon Valley MD Maria Amundson will lead the firm's technology practice with EMEA head of technology Jonathan Hargreaves and Sanjay Nair, Asia-Pacific technology practice director.
At the end of last month, Edelman appointed Mullen executive Steve Slivka to SVP and group creative director for Edelman Digital in Chicago. Also in January, Edelman hired Denis Edwards, former global chief information officer at HR service provider Manpower Group, to serve as global CIO.
Agency founder Daniel J. Edelman passed away at the age of 92 on January 15. His widow, Ruth Edelman, was named deputy chair of Edelman parent company DJE Holdings earlier this week.
Phillips left Edelman last November, just weeks after he was promoted to the expanded role of global chair for public engagement and future strategies. He previously was the firm's EMEA president and CEO.