The relationship is fairly straightforward: Edelman will use Poptent’s considerable talent pool to complement the video savvy of its sister company MATTER, Inc. and more aggressively promote its own clients. The two brands aren’t strangers — they recently worked together on ToGetHerThere, a PSA campaign celebrating the 100th anniversary of the Girl Scouts of America. So why did they choose this moment to join forces?
According to Edelman’s executive creative director Caroline Dettman, the move makes sense because demand for original video content has never been greater:
“Visual content is at the epicenter of how we tell stories today. Our partnership with Poptent represents our continued commitment to not settle for the status quo…some of the best content today is coming out of non-traditional creative communities.”
Next question: What sorts of brands would benefit most from Poptent’s signature PR style?