LOS ANGELES: In an effort to create stronger media and community relationships in multicultural markets, Edelman has expanded its diversity practice to include local staff in key markets.
The expansion includes naming regional managers for the West, Southwest, and Midwest territories.
"We want to really make sure we have our finger on the pulse," said Heidi Eusebio, VP of diversity solutions.
Romina Bongiovanni, most recently with LA-based RLPR, has been hired in the LA office. Jennifer Walus, currently with Edelman, will represent the Midwest market from Chicago, and Angela Sustaita will be based in Texas. Sustaita is currently in Edelman's New York office.
Previously, Edelman serviced its multicultural accounts from its New York and Chicago offices. When accounts required teams in other locations, such as the Hispanic-heavy Los Angeles market, "we would physically fly out to LA," explained Heidi.
But, she added, " It's not the same [as having local staff]. Over the past two years we've decided to take it to the next level and expand and make sure we're covered on all ends. We now have bench strength."
Edelman's diversity practice clients include Pfizer, Unilever, and Kraft Foods.