Armano, who had spent the past eight months with social-media consultancy Dachis Group, will work with Edelman senior VP and director of insights Steve Rubel and report to Edelman Digital president Rick Murray, according to AdAge.com.
Armano told AdAge.com:
I gave the start-up thing a real shot, but I came to the realization that you can’t beat what Edelman offers—scale, global reach and a high level of innovation. So after putting a good solid eight months in (at Dachis), going about 150 miles per hour and not being able to sell our house (in Chicago), it made sense and we decided to stay in Chicago. It was the first time I worked with a start-up, but going to something that’s more established, where I can jump in on existing clients that are looking to move forward, is a better fit for me.
User experience, in general, plays a large role in social networks. People have good or bad experiences, and they tend to talk about them a lot, and that could even be on the internal side. A poorly designed system can be a barrier, so there’s a big opportunity for PR shops to grow in that direction. They have the communications part down, but amping up what that digital experience is will really give them a full arsenal.