The agency is believed to have beaten ten agencies to land the multi-million pound account with Emirates-based clean tech firm Masdar.
Edelman wheeled out its big hitters to secure the sought-after account. Both Edelman Europe CEO David Brain and global president and CEO Richard Edelman flew to the Gulf for the pitch.
But, according to insiders, the decisive factor was the presence on the pitch team of Chris Deri, renewable energy adviser to Al Gore. Deri is general manager of Edelman’s sustainability practice in New York.
The final shortlist of four comprised Edelman, APCO, Financial Dynamics and Insights UK (PRWeek, 19 September 2007).
Edelman will now handle a global comms plan leading up to the 2015 completion of Masdar City.
The six million-square metre city will be entirely self-sustaining and car-free. It is backed by investment from private equity and blue chip firms, many of them car manufactures and oil firms.
Sources at Edelman would only say it was through to ‘the final stages’.