Edelman bolsters B2B offerings with new global unit launch

Global communications firm Edelman has launched Edelman Business Marketing (EBM) globally, EDM is a specialised unit that will be focused on driving reputation, business demand and revenue growth for B2B clients worldwide. With the move, it aims to establish a new offering combining existing B2B practices in North America, EMEA, and APAC, building on the success and strong growth within the regions in recent years.  

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EBM also aims to create integrated marketing programmes aimed at reaching and earning the trust of B2B buyers, inclusive of audience research, thought leadership strategy, content marketing, account-based marketing, demand generation and earned communications.

Currently, it has onboarded global clients such as Microsoft, HSBC, Shell, PayPal, DP World, Mitsubishi Heavy Industries, TE Connectivity, MediaTek, Hologic, and Invest Alberta, among others.

“Edelman Business Marketing is redefining how we drive value for our B2B clients’ businesses, from reaching high-value stakeholders to taking on some of the world’s most important issues,” said Richard Edelman, the CEO of Edelman. “Our global B2B offering has become a key component of Edelman’s strategy to provide integrated marketing solutions to clients worldwide,” he continued.

EBM will be led by Joe Kingsbury, the global chair, who will oversee a network of about100 B2B specialists from across the globe and David Whiting, the global head of operations, who will drive client and sector growth, and operations. The B2B leadership team will also include regional leaders across the US, EMEA and Canada. It is also currently looking for a leader to oversee the Asia-Pacific region.  

Additionally, EBM has brought on Ben Laws as its executive vice president, deputy US leader, business marketing, Andrew Mildren, who will take on the role of managing director, business marketing, EMEA, Nick Turner as senior vice president, national business marketing lead for Canada and Hannah Buzicky as senior vice president, global development manager.   

"Clients are hungry for strategies that earn the trust of high-value decision-makers while driving reputation and business demand,” said Kingsbury. “We blend the art and science of creative communications and digital marketing to generate ROI through personalized content, targeted thought leadership strategies and marketing technology. This global launch accelerates our ability to deliver on this value proposition for B2B clients.”  

The news comes shortly after Edelman Global Advisory (EGA) revealed that it will be expanding its capabilities and geographic reach through the acquisition of Landmark Public Affairs (Landmark), a leading global public affairs and strategic communications agency with offices in Singapore, London, Brussels and New York City. 

With the acquisition, EGA will expand its international operations by combining its government affairs and business advisory services with Landmark’s deep policy expertise and professional client advisory services in order to keep EGA ahead of the demands of the fast-growing and ever-changing geopolitical environment.

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