Dan Edelman, namesake of the biggest independent PR agency in the world, sat down with AdAge editor-in-chief Rance Crain (also a namesake–of the Crain’s publishing company) to go over a few career highlights, including his big break in to the business in 1952 working for Toni Perms. Edelman supported the “Toni Twins” ad campaign by touring many sets of twins around the country to demonstrate the quality of the inexpensive home product to a beauty salon perm. It was the Pepsi challenge of its day.
He also talked about landing the Sara Lee account, “bang bang bang, we knocked off the new business. It was much easier than it is today.”
Dan’s son Richard Edelman has been at the helm of the firm as CEO since 1996.