It's become fairly typical for major ad agencies to get into content creation under the premise of producing branded entertainment on behalf of clients. But it is unusual for a public relations shop to try its hand at the practice. New York-based PR firm Edelman hopes to widen the perception of itself - if not the industry - by forming a "virtual studio" to connect producers, directors and screenwriters to develop short-form online videos for its clients, AdAge reports. Burger King, which scored a great deal of attention a few years ago by backing viral video site Subservient Chicken by ad agency Crispin Porter + Bogusky, is one of four marketers that have contracted with Edelman Studios.
It's unlikely that any content creation trend will emerge for most PR firms. In the case of Edelman, this is a natural extension of its entertainment unit, Matter, which the company bought in July 2006.
By David Kaplan