Edelman Canada

Edelman Canada: Overview

Edelman Canada is the Canadian division of Edelman, a global communications firm that partners with businesses and organizations to evolve, promote, and protect their brands and reputations. Operating as an award-winning public relations and marketing consultancy, Edelman Canada brings the resources and expertise of a worldwide network to serve Canadian brands and multinational companies operating in Canada.

Established in 1972 with offices in Montreal and Toronto, Edelman Canada has grown to become a leader in integrated communications, combining traditional public relations excellence with digital innovation, creative campaigns, and data-driven insights. The agency is particularly known for its proprietary research, including the annual Edelman Trust Barometer—the world's leading study on trust—which has been conducted for over 25 years and provides unique insights into Canadian consumer and stakeholder sentiment.

What sets Edelman Canada apart is its commitment to trust as a strategic framework for communications. The agency operates specialized practices including the Edelman Trust Institute and Edelman Trust Management, which help organizations understand and build trust with their stakeholders. This research-backed approach informs everything from campaign strategy to crisis management and corporate reputation work.

The agency has created notable campaigns for major Canadian and global brands including HP Canada, KFC Canada, Dove, Becel, Sanofi, Alberta Securities Commission, and SodaStream. Their work spans multiple sectors and demonstrates expertise in culturally relevant campaigns, from Dove's #KeepTheGrey initiative to innovative product launches and behavior-change campaigns.

What Services Does Edelman Canada Provide?

Edelman Canada offers comprehensive communications and marketing services designed to help brands build trust and drive business results:

Public Relations & Communications

• Corporate communications
• Media relations
• Public affairs
• Crisis and issues management
• Executive communications and thought leadership
• Reputation management

Creative Services

• Integrated creative campaigns
• Brand strategy and positioning
• Content creation and storytelling
• Creative concept development
• Campaign execution across channels

Influencer Marketing

• Influencer identification and vetting
• Campaign strategy and management
• Partnership development
• Performance tracking and reporting
• Influencer programs for brand, health, corporate, and B2B sectors

Business Marketing (B2B)

• B2B marketing strategy
• Demand generation
• Account-based marketing
• Cross-functional alignment (communications, marketing, sales)
• Lead generation and nurturing

Digital Marketing & Strategy

• Digital strategy and planning
• Social media marketing
• Digital campaign execution
• Paid media strategy and execution
• Platform-specific content development

Research & Insights

• Trust research and measurement (Edelman Trust Barometer)
• Consumer insights and audience research
• Data intelligence and analytics
• Market research
• Indigenous Peoples & Trust Study
• Financial services trust research
• Custom research projects

Trust Management

• Trust strategy and consulting
• Stakeholder trust measurement
• Trust-building programs
• Edelman Trust Institute services
• Organizational trust assessment

What Industries Does Edelman Canada Serve?

Edelman Canada has developed expertise across a diverse range of sectors:

Consumer Goods & Retail

• Food and beverage
• Personal care and beauty
• Consumer packaged goods
• Quick-service restaurants

Healthcare & Pharmaceuticals

• Pharmaceutical companies
• Healthcare brands
• Wellness products
• Health communications

Technology & Innovation

• Consumer technology
• B2B technology
• Hardware and devices
• Digital platforms

Financial Services

• Banking
• Investment services
• Financial technology
• Securities and regulatory bodies

Corporate & Public Affairs

• Government relations
• Public sector communications
• Regulatory and policy issues
• Indigenous relations

Energy & Sustainability

• Environmental initiatives
• Sustainability communications
• Energy sector

The agency has particular strength in consumer brands and has published specialized research including the 2024 Insights for Financial Services report and the groundbreaking 2024 Indigenous Peoples & Trust Study, which examines how trust is experienced differently among Indigenous peoples in Canada.

What Brands Has Edelman Canada Helped?

Edelman Canada has partnered with leading Canadian and international brands across multiple industries:

Technology & Consumer Electronics

• HP Canada

Food & Beverage

• KFC Canada
• Becel
• SodaStream

Personal Care & Beauty

• Dove
• Dove Men + Care
• Axe

Healthcare & Wellness

• Sanofi

Government & Public Sector

• Alberta Securities Commission

Notable Campaign Highlights:

• Dove #KeepTheGrey: A culturally relevant campaign addressing age and beauty standards
• Dove Men + Care Sponsorship for Sportsmanship: Promoting positive values in sports
• Axe Project Wild: Environmental and conservation initiative
• Sanofi World's Most Uncomfortable Bed: Innovative health awareness campaign
• Becel Oat Yes We Did: Product launch campaign for plant-based alternatives
• SodaStream Buble Drops: Product promotion campaign
• HP Canada: Ongoing technology marketing and communications
• KFC Canada: Brand campaigns and communications

The agency also produces thought leadership and research reports including insights on Gen Z audiences, influencer marketing trends, customer journey mapping, and trust in the workplace.

Key Differentiators

• Trust Expertise: Home to the Edelman Trust Barometer with 25+ years of trust research, providing unique insights into Canadian consumer sentiment and stakeholder expectations
• Independent & Family-Run: Part of the world's largest independent PR firm, remaining family-owned since 1952
• Integrated Capabilities: Full-service offering combining PR, creative, digital, influencer marketing, paid media, and data intelligence under one roof
• Research-Driven Approach: Proprietary research including specialized studies on Indigenous trust, financial services, and Gen Z audiences
• Global-Local Balance: Access to worldwide resources and expertise while maintaining deep Canadian market knowledge
• Cultural Insight: Demonstrated expertise in creating culturally relevant campaigns for Canadian audiences, including specialized research on Indigenous peoples and diverse communities
• Award-Winning Work: Recognition for creative campaigns and communications effectiveness across multiple sectors

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