The agency has formed Edelman Mobile, which will build mobile-enhanced comms programmes for its clients.
The agency’s president and CEO Richard Edelman said the largely under-used mobile PR market presented a huge opportunity for growth.
‘The mobile channel is ideally suited for interaction,’ he said. ‘There is an enormous and largely
untapped opportunity to deliver high-impact mobile programmes not only to reach consumers but to engage other stakeholders.’
The UK team is currently six-strong and is headed up by Edelman’s MD of technology Europe Jonathan Hargreaves. He will work alongside head of digital strategy Michael Wiley. Dan Cornell will head up the global offering as MD of Edelman Mobile. The division builds on the agency’s previous mobile initiatives for clients in the US and Europe.
‘Mobile is a great medium for PROs because it involves dialogue and exchanging opinions, but it hasn’t been taken up much yet,’ said Hargreaves.