Edelman Acquires Swedish Agency, Doubles Down on Creative

As further confirmation of the firms-entering-creative-territory trend, today Edelman announced plans to beef up its European content creation operations by acquiring the Stockholm-based agency Deportivo.

The purpose of this move, via the press release itself, is to develop a “a creative centre of excellence” in order to better serve Edelman’s European clients.

So what does the move mean?

Lest you think this union marks a marriage of PR and advertising, Deportivo is an agency better known for its interactive, high-concept creations like the “Twitter dress“–which is thankfully not the one worn by a former Pussycat Doll at the 2013 Golden Globes–than for traditional 30-second video spots.

In