Bill McIntyre, CEO of Grassroots Enterprise, will lead the online grassroots team at Edelman, which will include the “half dozen” employees from Grassroots Enterprise, said Michael Krempasky, EVP and head of the digital public affairs practice at Edelman.
There were no layoffs, he added. Financial terms of the deal were not disclosed.“Historically, firms like ours and our business has been focused so much on large, aggregate audiences,” Krempasky added. “We're really good at understanding where those audiences are and what channels to use to reach them. But, increasingly, we find that communications are evolving into a much more personal phenomenon.”
The team will be closely aligned with Edelman's digital and grassroots teams in the firm's Washington office and may retain the Grassroots Enterprise brand.
“It's a really valuable brand that's built on a great reputation,” said Krempasky. “We want to make sure we leverage that as much as we can.”
Grassroots Enterprise, which was founded in 1999, has worked with the US Chamber of Commerce, American Chemical Society, and PhRMA.