LONDON: The World Gold Council, a nonprofit made up of gold-mining companies, has shifted its global corporate and technology work from AOR MSLGroup to Edelman following a competitive review.
In 2009, the market-development organization for the gold industry selected MSL for a seven-figure account with the goal of raising its profile and that of gold in the US, the Middle East, India, and China.
David Schraeder, head of corporate communications for the organization in the US, said the council began a review after changing its corporate strategy and business direction.
“We felt that at the end of three years with MSL [which had also worked with the council for years prior on various efforts], it was time to do a review of what [the organization's] needs were for the agency going forward, so we went out and did a very comprehensive review of various agencies,” he explained.
Three finalists were involved in the process. Schraeder declined to name the other agencies.
MSL will continue to handle the council's investment sector and government affairs work, as well as some of its efforts in the jewelry industry, he added.
“MSL continues to enjoy working with the World Gold Council in a number of different areas, as we have done for over a decade,” the Publicis Groupe firm said in a statement. “We are looking forward to working together with Edelman as part of the broader team."
Schraeder said the organization will put the investment, jewelry, and other parts of its business up for review in the near future.
“We're just taking it as a phased approach in terms of how we're handling the pitch process,” he explained.
In the corporate and technology sectors, where work will include the technical applications of gold in medical, scientific, and industrial cases, Edelman will work with the council on PR strategy development and media outreach. The firm will also manage event planning and sponsorships.
“Looking at the trajectory for the next three to five years, we were looking for an agency that had global reach and had some additional tools and talent sets that would align with our business objectives,” Schraeder said. “Edelman and the team they brought forward and the presentation they presented to us aligned most closely with our needs.”
Edelman representatives were not immediately available for comment.