Edelman sets new course for China operation

Daniel J. Edelman China has rolled out a new experiential marketing firm Pegasus Activation, as part of several changes to its China operation.

DJE, the China arm of PR firm Edelman, operates four brands - Edelman Public Relations, Edelman Digital, Pegasus Activation and Zeno. The group has more than 300 staff and seven offices across China.

Under the changes, Pegasus Communications will now merge with Edelman in a bid to enhance its experiential marketing capabilities.

“Over the past five years, brand communications and digital have become an increasingly significant part of the portfolio,” Bob Grove, CEO of Edelman North Asia, said.

“This consolidation of our offering allows us to add greater critical mass across all marketing and communications channels.”

He added the launch of Pegasus Activation will enhance the group’s experiential specialty as a dedicated experiential marketing brand within the group.

Leigh Chang, former Y&R/Wunderman and Burson-Marsteller executive, has been appointed managing director of Pegasus Activation.

All changes will come into effect on July 1, 2014.