Edelman PR expands multicultural practice with new leadership, clients

(June 5, 2006) The Edelman public relations firm announced a significant expansion of its national multicultural practice with the addition of senior leadership, two new markets and a substantive increase in account activity.

Rosa Alonso (left), formerly Senior Director of International and Multicultural Marketing for AT&T Wireless, is joining Edelman as Senior Vice President. She will oversee Edelman Multicultural, which focuses primarily on Hispanic and African-American marketing. Alonso has also held senior marketing positions at TimeWarner and Univision.

In addition, Latraviette Smith (left) is re-joining the firm as Vice President to lead the African-American marketing group and assist Alonso in managing the Edelman Multicultural practice. Smith, who first joined Edelman in 1999, has spent the last two years as National Marketing Manager for Deloitte & Touche.

Smith and Alonso will be based in the firm’s New York office.

Edelman Multicultural also has expanded into two key markets -– Washington, D.C. and Atlanta. Fabiola Rodriguez-Ciampoli recently joined the DC office as Vice President of Hispanic outreach. She has previously served as Director of Hispanic Media for the Senate Democratic Communications Center under Minority Leader Harry Reid and as the National Director of Hispanic Media for the Kerry-Edwards Campaign.

“Edelman is firmly committed to having a best in class multicultural practice,” said U.S. CEO Pam Talbot. “Our strategy of developing a strong regional network of experts coupled with senior management support at all levels has paid off both in attracting business and talent; but more importantly, it has allowed us to produce outstanding work on behalf of our clients.”

The Atlanta office recently added Cynthia Negron and Rosie Stober to focus on multicultural outreach. Also, while Smith’s role will be national, one of her initial focus areas will be to further develop the profile of the practice in Atlanta.

Edelman Multicultural, which was formerly named Edelman Diversity Solutions, was established in 1998. The group now has representation in NY, Chicago, Los Angeles, Miami, Atlanta, Washington, D.C. and Austin. The group’s new name, Edelman Multicultural, reflects its evolution, as both a cultural and lifestyle-focused practice with a mission to create alignment with clients’ segment communications needs.

“The term ‘multicultural’ encompasses what we see happening in the marketplace as well as the core competency of the practice here at Edelman,” said Talbot.

The staffing and location additions come on the heels of several new client wins and new business from existing firm clients. Delta Airlines recently retained Edelman Multicultural as agency of record for Hispanic outreach after a multiple agency review. Edelman has also expanded its multicultural work for several AstraZeneca brands, Burger King, and Unilever, among others.

Also, as part of Edelman’s strategy to embrace the currency of real-time conversation, the Multicultural practice recently launched a web log (blog) on the Edelman website to provide insights into the latest developments in the fast-changing multicultural landscape. The blog will give readers and users a forum in which to share their thoughts regarding the issues affecting their businesses and communities. The blog can be found at http://www.edelman.com/speak_up/multicultural/.



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