Edelman has launched a specialist research and analytics subsidiary Edelman Berland in Hong Kong, providing strategic intelligence based on a range of market research services from media monitoring to online communities.
Fergus Clarke (pictured), head of research for Edelman South Asia, Middle East & Africa has relocated from the Edelman Abu Dhabi office to Hong Kong to lead the new initiative.
According to Edelman, its Hong Kong team is already working with “one multinational client and one local client”.
“The addition of Edelman Berland’s expertise in China means a significant upgrade in our ability to provide real-time analytics, benchmarking and insights, which in turn drives better programming and creative for clients,” said David Brain, president and CEO of Edelman Asia Pacific, Middle East & Africa.
“Fergus is the first of many in what will be both a stand-alone business and a service offering to our PR and digital teams.”
Commenting on the appointment, Clarke said measurement, tracking and analysis helps clients listen and engage with the stakeholder groups that matter. He said these groups included influencers, policy-shapers and employees.
“By anticipating and tracking reactions to our clients’ communications and actions in Greater China, we instantly know when and how to change course and make communications more effective.”
The subsidiary is expected to expand to Shanghai and Beijing in the near future.
Floyd McMillan has replaced Clarke as head of Edelman Berland South Asia, Middle East & Africa. He will take over the responsibility of the agency’s growth in the region such as research and measurement for major local corporations, MNCs, government entities.