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Edelman's innovative new content studio   

Edelman PR has launched a very interesting content initiative

The idea of sourcing content from a variety of sources and then pitching it to marketeers is a clever model. They are turning their business into a crowd sourcing model and inviting submissions for ideas to keep themselves fresh. Maybe other agencies could try that approach?

www.itsopen.co.uk

Published Apr 29 2008, 09:26 AM by Justin Hunt
 

All Comments

Colin Donald
  April 29, 2008
From AdAge: "Edelman Studios [is] a virtual studio that will link emerging talent and professional talent with brands and companies aiming to connect with consumers in new ways." With branded content and in particular online television production, Edelman is venturing into a sector where many players are competing to own the client, particularly creative, media and talent agencies. If you're professional talent, why isn't your agency finding you those deals already? UTA is heavily involved in online TV, while SpotRunner (shareholders Interpublic and WPP) has directly invested in new studio 60Frames. Note that Edelman client Expedia is already a sponsor for The All-For-Nots, a mockumentary produced by Michael Eisner's Vuguru studio. Is the new studio a defensive ploy as Edelman clients are entering branded content without Edelman? If it's about finding film students on the cheap, as our research has found, the notion that online television is *necessarily* low cost is not always true. Their success will very much depend on how the studio is actually implemented. Colin Donald Director Futurescape Digital entertainment R&D www.futurescape.co.uk
charlie robertson
  April 29, 2008
how does it protect the IP of those submitting ideas?

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