Edelman Worldwide is creating a new practice area called Me2 Revolution. The practice, which will function as an in-house media lab, will be charged with helping the firm develop competence in new media
According to an in-house email signed by CEO Richard Edelman, the new division was mulled during the agency's Executive Committee meeting last month, when agency principals concluded that there is "nothing more important to the future of our firm than helping our employees and clients master communicating in this horizontal, dialogue-based world, where 'a person like myself' is the most trusted source of information," wrote Edelman. "I can't overstate the opportunity for us."
Edelman, who compared the new division to MIT's famed media lab, said the new group's primary task would be to develop proprietary innovations in new media methods, platforms and channels "to help your clients more effectively engage audiences."
It will be overseen by Rick Murray, who is being promoted to the position of President, Me2 Revolution, reporting to CEO Edelman. "Rick's duties as head of Diversified Services will be transitioned to others," wrote Edelman.
He added that Murray is still in the process of assembling his core team, but that it includes blogger and Edelman SVP Steve Rubel, author of www.micropersuasion.com, who will focus on product and partnership development and new business; Ming Yee, SVP and technology director; Pontus Nyström, EVP and CD, currently the CEO and creative director of Edelman UFO in Stockholm; and Phil Gomes, VP.
Strategic partnerships between Me2 and such companies as mobile-platform firm Mobot, channel marketing firm Seismicom, and Technorati are in the works, per Edelman.
"We can't and won't succeed with a small insular group," he wrote. "We can only improve if each of us knows how to use emerging models and media to engage audiences as we build our clients' brands and reputations."
He wrote that the Me2 practice will operate like an Edelman global practice but cross and serves all practices.