Edelman India has announced the complete acquisition of Cream Events to strengthen the firm’s experiential marketing capabilities. As part of the Daniel J Edelman India group of companies, Cream Events will continue to trade and operate as an independent brand and separate legal entity.
The acquisition represents a further step by Edelman to bring its ‘Public Engagement’ communications model to the Indian market, a model that centers on the development of creative content and media-agnostic ideas. This content will engage stakeholders through multiple communications channels, including traditional media (print and broadcast), hybrid media (blogs and online publications), social media, owned media (websites, Facebook pages) and experiential marketing.
Commenting on the development, Robert Holdheim, Managing Director, Edelman India, said, “Our partnership with Cream Events not only enables us to add experiential marketing to the mix, we believe it will boost the overall level of creativity of our programmes. Over the past three years, we have been busy building our capabilities in terms of both substance and infrastructure to execute against our broader, strategic communications model. In addition to enhancing our core strategic media relations capabilities, we have focused investment in value-added service areas such as public affairs, branding and digital communications.”
In addition, the acquisition enables Edelman to utilise Cream’s celebrity and influencer management business. “Having it all in one basket ensures consistency of message and allows our clients to minimise their interface with multiple agencies,” Holdheim added.
Harshad Chavan, Managing Director, Cream Events, sees this as the right time for Cream to diversify and expand its capabilities, with creativity as the center of the agency’s success.
Cream Events is a new-age experiential events company working within the luxury and lifestyle sector across India. In a span of four years, the company has launched 111 international brands in India.