Led by Edelman’s executive director Nick Howard and ENGAGE CEO Andy Brown, the new offering is called EdelmanENGAGE and will work with clients including Microsoft, Centrica and The Co-Operative.
The new set-up will see the two agencies sharing clients and involve all of ENGAGE’s 12 staff and Edelman’s 23 strong European employee engagement team, with work also potentially extending to Edelman's American and Asia PAC teams.
Edelman CEO Ed Williams said: "More companies are realising that they must build trust from the inside out. Their employees are connected to the outside world like never before and, as our own Trust Barometer shows, are highly credible spokespeople for their company.
"EdelmanENGAGE is designed to help clients place employees at the heart of all communication campaigns and in turn, encourage employees to become passionate brand fans."
The "strategic partnership" will involve the sharing of revenues rather than an exchange of equity, explained Brown.
"We see the type of partnering model as the way forward. We have in-depth expertise in engagement, particularly within the HR community, while Edelman bring experience of it from a comms angle. Engagement rests across both functions, so to have one offer tackling both is a real plus for clients."
ENGAGE was launched following an MBO last summer from the ENGAGE Group.
