Edelman won the business after what is believed to have been a four-way pitch against three other large global agencies.
The campaign will seek to promote Creative’s consumer entertainment and IT products.
As well as targeting ‘traditional’ media, the agency is to embark on a campaign targeting ‘online influencers’, something it offered surplus to Creative’s initial brief.
Creative was previously promoted by six-year incumbent Prodigy Communications, which closed last autumn (PRWeek, 13 October 2006).
Nicole Harvey, international V-P of Edelman’s digital entertainment rights and tech practice for Europe, is heading the account in London, reporting to Creative UK marketing manager John Moseley.
Creative was founded in Singapore in 1981 and employs more than 5,000 people worldwide.