Edelman has announced the global launch of Edelman Business Marketing, a specialized unit focused on driving reputation, business demand and revenue growth for B2B clients worldwide. This move establishes a new offering combining existing B2B practices in North America, EMEA, and APAC, building on the success and strong growth within the regions in recent years.
Edelman Business Marketing creates integrated marketing programs which earn the attention and trust of B2B buyers, inclusive of audience research, thought leadership strategy, content marketing, account-based marketing, demand generation and earned communications.
“Edelman Business Marketing is redefining how we drive value for our B2B clients’ businesses, from reaching high-value stakeholders to taking on some of the world’s most important issues,” said Richard Edelman, CEO of Edelman. “Our global B2B offering has become a key component of Edelman’s strategy to provide integrated marketing solutions to clients worldwide.”
In EMEA, Edelman Business Marketing will be led by Andrew Mildren, who takes on the role of Managing Director. Andrew has led B2B in the UK over the last five years and will now support the growth and development of these capabilities across the region.
“In crowded, competitive markets, business brands need to work harder than ever to cut through,” said Andrew Mildren, Managing Director, Edelman Business Marketing EMEA. “Companies need to earn the right to busy business decision-maker's attention through creative storytelling and by building trust in the long-term. This global launch accelerates our ability to deliver fully integrated B2B programmes, which boost reputation and awareness right through to driving sales, demand and commercial growth.”
Globally, Edelman Business Marketing is led by Joe Kingsbury, Global Chair, who oversees a network of nearly 100 B2B specialists across the globe and David Whiting, Global Head of Operations, who drives client and sector growth, and operations.
The global launch of Edelman Business Marketing builds on years of strong regional business performance, innovative client work, and industry recognition within the B2B space, including ranking as the number one agency in the UK & Ireland in the B2B Marketing agency benchmarking study and the annual B2B Thought Leadership Impact Study in partnership with LinkedIn.