Edelman UK, has been recognised as one of the top 10 ‘best and bravest agencies on the planet’ by Contagious Magazine in their 2021 Contagious Pioneers List. As the only non-ad agency to make it to the list, this accolade reflects the power and impact of Earned Creative - Edelman’s unique approach to developing surprising and purposeful Creative that earns hearts and minds.
Mattias Ronge who, together with his brother Stefan Ronge, is leading creative in UK and EMEA, said:
“People are locking themselves away from traditional marketing. They are behind ad blockers, or in subscription services such as Netflix, or playing online games. Or into new digital platforms, where traditional advertising hasn’t found them at scale. We are an alternative, using Earned Creative to originate work that draws people in.”
In the last couple of years Edelman has seen significant growth and continues to invest in talent to strengthen and expand its capabilities. The creative team specifically have ambitious plans to grow the department by 30% to pave the way for more game-changing creative work in 2021.
Ruth Warder, Chief Client Officer, Edelman EMEA said: “Handing creative reins to a communications agency might feel like a leap of faith but I hope that we continue to show that faith pays off. We love that we are a brave choice - it keeps us ambitious for the work and for our clients – to whom we are super grateful for trusting in Earned Creative to help their businesses and making it all possible.”
Contagious’ editorial director Alex Jenkins says of the Contagious Pioneers List, “We believe that having your agency’s work featured by Contagious is to be recognized as having produced something creatively outstanding. And doing that consistently, across a range of clients, in a normal year is worthy of recognition. But to do that in a year that saw marketing spend delayed or cut, and huge upheaval in consumer behaviour – well, that’s genuinely remarkable”. He added, “We set our quality threshold unashamedly high. We’ve got no time for the average, the band, the forgettable the ignorable or the ineffective. Consumers don’t want to see it and neither do we”. It’s a viewpoint shared by Edelman and exampled in its Earned Creative and integrated approach.
Pioneer agencies are selected through a rigorous analysis of campaigns featured on I/O - Contagious’ online intelligence tool showcasing the most innovative and effective marketing in the world. Amongst the work covered by Contagious in 2020 including Edelman’s multi-award-winning ‘Asics, Eternal Run’ , the world’s first race without a finish line that helped to change perception of the Asics brand, Sinch, ‘Text for Humanity’ which took a consumer-facing creative approach to a B2B brief and strove to tackle online negativity, and most recently ‘IKEA, #BuyBackFriday’, which saw retail giant IKEA buying their customers’ old furniture back.