NEW YORK: Edelman has appointed Tyler Gray, former editorial director at Fast Company, as editorial director in its New York office's creative newsroom, effective immediately.
Gray, who most recently spent five years at Fast Company, is reporting to Russell Dubner, president of Edelman New York.
In the newly created role, Gray will work to link the agency's creative and editorial resources, Dubner said. Gray will also build a team with a mix of staffers including editorial planners, writers, visual editorial designers, and data and trend analysts.
“[Gray] thinks about content in a way that is multiformat and hybrid by nature, so whether it's prose, visuals, or whether it's something people might use or a live event that converts to content, he has a progressive view that aligns with ours,” explained Dubner.
He added that Edelman's goal in bringing on Gray is to help clients connect with key audiences by telling their stories in ways that are “editorially authentic and creatively compelling.”
Edelman New York, which uses editorial storytelling for clients such as Samsung, has earned at least $5 million in revenue from this kind of work, said Dubner.
Gray said he envisions the creative newsroom as highly collaborative across staffers at the firm, adding that “there are a ton of opportunities” in the publishing world.
He added that one of his objectives is to demonstrate honest, new ways of telling stories for brands that do not seem bolted-on.
While Gray's role is focused on the New York region, Dubner said most Edelman clients are cross-geographical, so Gray will work with staff in other offices.
Dubner added that Edelman is “actively pursuing” expanding the creative newsroom concept in Chicago and Washington, DC, as well as the West Coast.
In addition to spending five years at Fast Company, Gray has worked at publications such as Maxim, Blender, Radar, and Men's Fitness. He has also written for The New York Times, New York Post, the New York Daily News, and Spin.