Edelman announced today that it has hired Michael J. Berland of WPP’s Penn, Schoen & Berland Associates to act as CEO of a newly-formed research and analytics business known as Edelman Berland.
The new company will be integrated with StrategyOne, Edelman’s existing market research firm, but the StrategyOne brand will live on with current CEO Steve Lombardo working under a yet-to-be-announced title.
In announcing the hire, company CEO Richard Edelman said, “I have known and admired Mike Berland’s work for close to a decade. When it comes to fully integrating research with PR programs and partnering with both account teams and clients, he is simply the best.”
Berland, an acclaimed author and veteran strategic adviser to political figureheads like Hillary Clinton and Michael Bloomberg, most recently served as president of Washington, D.C. based PSB, where he put his market research experience to use in serving clients in politics and other fields around the world.
With this move, Edelman looks to further extend the considerable influence that it holds over the global public relations industry by deepening its strategy and analytics expertise and, in the CEO’s words, making research “more core to the Edelman proposition.”
Edelman Berland is in business effective September 10; it will immediately begin serving long-time Edelman clients like Wal-Mart, PepsiCo and the American Petroleum Institute.