Edelman launches research unit in Greater China

HONG KONG: Edelman has established a Greater China presence for its research and analytics subsidiary, Edelman Berland, with Fergus Clarke as head of research.

HONG KONG: Edelman has established a Greater China presence for its research and analytics subsidiary, Edelman Berland, with Fergus Clarke as head of research.

Clarke has relocated to Hong Kong from Abu Dhabi, where he was the company's head of research for South Asia, the Middle East, and Africa.

Edelman Berland, established in September 2012, offers a suite of services including analytics, media monitoring, measurement, and online communities.

Two people are working in Hong Kong now, and four more will start in Shanghai and Beijing in “the very near future,” Clarke told Campaign Asia-Pacific. “Beyond Greater China, the next stops are Singapore and Australia.”

Clarke declined to put a figure on the eventual workforce, saying only that the plans are ambitious. The unit is already working with one multinational client and one local client out of the Hong Kong office, he added.

Establishing a presence in the region is about creating a conduit for insights to be imported from around the world to benefit clients here, as well vice versa, Clarke said. It's about providing a quality level that is sometimes lacking, he indicated.

“All of the major research players here have strong people,” Clarke said. “But it's certainly been the case, and clients have spoken to me about it, that the quality of work does vary more than one would expect.” The way Edelman Berland is structured will ensure uniform quality, he added.

Clark explained that the unit's offering is distinct from other research companies.

“We are more focused on communications and how research can inform superior engagements with an organization's stakeholders, be they customers or other stakeholders,” he said.

This story originally appeared on the website of Campaign Asia-Pacific.

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