Media Agency of the Year: PR, Edelman

Focus on international, digital puts world's largest PR agency at the center of the social buzz

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Call it “Beetlemania.”

When Volkswagen unveiled the revamped 2012 Beetle last April, it marked just the second time in 60 years that the company had redesigned the iconic auto. The relaunch called for a promotion that resonated with the masses who’d always had a soft spot for the beloved Bug.

Public relations powerhouse Edelman, Adweek’s PR Agency of the Year, scored duties in the U.S. as lead PR firm on VW’s “Reveal” campaign, working within a larger VW partnership with MTV in Shanghai, Berlin and New York.

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