Edelman partners with video crowdsourcing firm Poptent

CHICAGO: Edelman has teamed up with Los Angeles-based video crowdsourcing company Poptent to create videos and content for clients.

CHICAGO: Edelman has teamed up with Los Angeles-based video crowdsourcing company Poptent to create videos and content for clients.

The deal gives Edelman access to Poptent's 50,000-plus videographers in 140 countries to develop videos for clients for social media campaigns, PSAs, and integrated PR initiatives.

“In communications and marketing, we tell visual stories, and digital is the way forward,” said Caroline Dettman, Edelman's executive creative director. “We have internal capabilities to develop compelling content, but we're continually looking to innovative on how we're going to tell those visual stores.”

She added that Poptent is an “intriguing” partner because of its crowdsourcing model, which complements the agency's capabilities. Edelman sister agency Zeno Group and sister experiential marketing firm Matter Inc. will also work with Poptent.

“What's different about us in terms of a company is that we [can]…come up with very good ideas for videos, to execute them at a very high quality, to do it very quickly, and to do it at a different cost basis of the traditional ways of doing video. Those types capabilities line up very closely with the goals of a PR agency,” explained Poptent CEO Andy Jedynak.

He added that the company is “excited to support” Edelman and its clients around the world, especially since “video is really what people expect when they go on the internet.”

Edelman worked with Poptent last year on the Girl Scouts of the USA's “ToGetHerThere” campaign, producing two PSAs that aired in major TV markets. The videos, which celebrated the Girl Scouts' 100th anniversary in 2012, were also posted on social networks.

Financial terms of the deal were not disclosed.

Poptent was founded about six years ago. It has worked with PR AOR Pointer PR for the last two years.

Earlier this month, Edelman appointed former Mashable COO Adam Hirsch as SVP of emerging media and technology, a newly created role at the agency.

Edelman reported organic growth of 10.8% worldwide and 6.8% in the US in the fiscal year from July 1, 2011, to June 30, 2012. It earned more than $614 million in revenue in 2011.

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