Edelman names Mori director to lead StrategyOne arm

by Sam Matthews,, Brand Republic 14-Feb-05

LONDON - PR giant Edelman is expanding its research arm StrategyOne into Europe with a new London office and has appointed Mori research director Janette Henderson to lead the initiative.

StrategyOne will provide research to Edelman's European offices on corporate reputation, public affairs and crisis management campaigns, as well as the branding and marketing of consumer products and services, including the positioning of new brands.

Although StrategyOne has been operating in Europe for over a year on behalf of Edelman's clients, which include Unilever's Dove brand, GlaxoSmithKline and Microsoft, London marks the opening of its first office.

Jennifer Scott, president of StrategyOne, said: "It made sense for us to establish ourselves in London to serve our clients and expand our activities, and to do this with help from a well-respected organisation like Mori with who we already have a strong working relationship."

Henderson, who is on a 12-month secondment from Mori, added: "Edelman is an industry leader in using primary research to inform and evaluate campaigns, demonstrate return on investment and drive communications and message strategy and I'm delighted to have this opportunity to lead this firm."

Henderson will report to Scott and joint chief executive of Edelman London Stuart Smith.

StrategyOne has grown 30% year on year to date and has more than 20 employees located in New York, Washington and Chicago.

Its supporting clients include ABN Amro, Nissan, Pfizer, Veritas, Sara Lee Corporation and Motion Picture Association of America.

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