NEW YORK: Edelman is opening its first office in Poland with a 12-person Warsaw outpost.
?If you look at the map of new Europe, the biggest market by far is Poland,? said David Brain, president of Edelman Europe.
The agency had worked with a Polish affiliate in the past but has now ended that relationship.
The new Polish office will work for such Edelman clients as the European Development Agency and Chiquita. Edelman has also done work in Poland for Pfizer in the past, said Brain.
Barbara Kwiecien, a veteran of the Polish PR scene, will run the office. Kwiecien had overseen a Polish firm, Business Communications Associates, for the past three years and has been active in Polish PR since the profession first appeared in the former communist country at the start of the 1990s.
The Edelman office opened June 1 with brand PR and corporate PR groups. Kwiecien said she expects to have a pharmaceutical unit in the future.
The office expects the bulk of its assignments to be for US and other foreign clients in Poland rather than for Polish companies, she said.
Edelman is looking for other expansion opportunities in Central and Eastern Europe, but likely will not announce another move there for six to 12 months, Brain said.