Housing alliance Home Matters taps Edelman as AOR

WASHINGTON: Home Matters, a national coalition supporting the housing and community-development industries, has selected Edelman as its AOR.

WASHINGTON: Home Matters, a national coalition supporting the housing and community-development industries, has selected Edelman as its AOR.

The year-long contract began on March 1. Edelman is helping the alliance change perceptions about a home's impact on health, education, public safety, personal success, and the economy.

The firm is providing strategic counsel, leading corporate partnerships, and developing a national PR campaign to raise awareness and funding for the cause of "making home a reality for all."

"In addition to the regular PR work, Edelman will help us develop strategic partnerships with thought leaders, corporations, and other partners we feel can illuminate the power of home in America," said Dave Brown, executive director of the National NeighborWorks Association, a trade group that is part of the Home Matters movement.

There was not a formal RFP before Edelman's hire. Home Matters initially approached Edelman and WPP Group digital-focused public affairs firm Blue State Digital about the work in November 2013 before hiring Edelman, Brown said.

"Home Matters was built for the consumer – for Jane and Joe Public," said Brown. "Edelman's track record for getting clients in front of the man and woman on the street will enable us to highlight the importance of where you live; that is why after various interviews, we went with Edelman."

The agency's business and social purpose team, made up of four agency executives, will lead account work with support from the corporate affairs group. Beata Gutman, SVP of Edelman's business and social purpose practice, will oversee the team.

Brown and Gutman did not disclose the budget for the account. Edelman did not have a previous relationship with Home Matters.

"The timing for a campaign like this is phenomenal, given the economic climate and the need for this type of messaging to hit the general public," said Gutman. "We want to make sure the general public hears about this, gets involved, and gets the resources they need to get affordable housing."

Previously, Home Matters worked with Goodman Media on a nine-month contract that saw the firm help to launch the alliance last March. The coalition also previously worked with branding firm Ideon before that partnership ended last July.

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