Edelman India acquires Cream Events, adds experiential marketing capabilities

Edelman India has announced its acquisition of Cream Events, adding experiential marketing capabilities to its client offerings.

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.

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.”

The acquisition also 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 minimize their interface with multiple agencies,” added Holdheim.

Harshad Chavan, managing director, Cream Events, said, “It is the right time for us to diversify and expand our capabilities with creativity at the center of our success. We are confident of partnering with Edelman for the spectacular work and creative thinking displayed by the firm as well as a strong network of global best practices that enables us to leverage synergies.”

According to Edelman, the acquisition represents a further step 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.