NEW YORK: Edelman EVP and GM Ephraim Cohen, who helped run the agency?s technology practice, has left the global firm to strike out on his own.
Cohen is launching the Fortex Group with Hugh Burnham, who ran the New York office of now-defunct Phase Two Strategies.
?This is something I?ve wanted to do for a long time,? said Cohen. ?I?ve had an entrepreneurial bent and energy, and I wanted to start something from the ground up.?
The new agency will focus on b-to-b marketing.
?PR is often about general awareness and reputation,? said Cohen. ?This will have a tighter focus on helping sales.?
But the agency will also provide services including executive positioning, trade media relations, and other PR services.
?We?re not trying to be a firm that says we?re different from other firms,? he said. ?We?re trying to address a specific demand, and build that demand for products and services.?
Edelman SVP Ellen Cooper will take over Cohen?s role in the Edelman technology practice, which is managed not by one practice leader, but by a few offices, including Silicon Valley, Chicago, and Miami.