Matter Joins Edelman Entertainment

NEW YORK Public relations agency Edelman has added branded entertainment firm Matter to its roster of specialty shops.

Matter joins forces with Edelman’s Entertainment Marketing arm, which has operations in New York, Los Angeles and London. Together with Edelman’s Ferris Thompson, Matter co-founders Andy Marks and David Freeman will form a troika of managing directors customizing original content for clients and audiences. Terms of the acquisition were not disclosed.

Since its 2003 formation, Matter has developed content for clients such as Ford, Knitting Factory Entertainment, Lime, Saturn and Target. It will also bring its slate of environmentally minded events, ranging from the Green Apple Music & Arts Festival to the LOHAS (Lifestyles of Health and Sustainability) conference, to its new corporate home.

Prior to his work with Matter, Marks was evp of brand partnerships and co-founder of Hypnotic, a Universal Pictures production entity. Freeman’s previous experience included leading a branded content co-venture between Omnicom Group’s OMD and Aaron Walton Entertainment.

“We’re in a unique position with Edelman to execute on a global scale with their clients and with a company that has established incredible bona fides, integrity and client service,” said Marks.

Emphasizing that “big ideas can come from anywhere, he added, “PR companies are in a position as brand advisers and ultimate brand storytellers to widen the aperture for where those big ideas come from.”

Both branded entertainment veterans agreed that public relations rivals traditional advertising as a tool to package messaging across multiple media. “Building brand programs in and around a PR focus is powerful and has a greater focus than a 30-second spot,” Freeman said.

He continued, “The holy grail is to leverage our position in content creation for brands with Edelman’s leadership position in telling brand stories, and to put the best of both together.”