Edelman Australia

Edelman Australia is the local presence of Edelman, a leading global communications firm that partners with businesses and organisations to evolve, promote, and protect their brands and reputations. Established as part of a network founded in 1952 by Daniel J. Edelman, the firm remains an independent, family-run business with a vast global footprint spanning over 60 offices and employing 6,000 people worldwide. Operating from offices in Sydney and Melbourne, Edelman Australia is dedicated to delivering communications strategies that empower clients to lead with confidence and earn stakeholder trust.

The Australian entity focuses on critical areas including corporate and financial communications, healthcare, and consumer marketing. Edelman Australia distinguishes itself through its "Trusted to be BOLD" philosophy, encouraging innovative thinking and impactful action. A key differentiator is its extensive creative studio, one of the largest within PR agencies, capable of producing diverse content across various platforms, complementing its core earned media work. The firm also invests heavily in thought leadership, exemplified by the Edelman Trust Barometer, a prominent annual global research study that assesses public trust in institutions.

Edelman Australia has achieved significant recognition, contributing to the global firm's accolades such as PRWeek's Global Agency of the Year (2023) and PRovoke's Global Agency of the Year (2022), alongside numerous Cannes Lions awards. Notable campaigns demonstrate their creative and strategic prowess, including "This is Not a Home" for IKEA, raising awareness about homelessness, the "Print Pals" initiative for HP, fostering imagination, and the AI-powered "ChatNT" campaign for Tourism NT, which innovatively leveraged artificial intelligence for personalised travel planning. These achievements underscore their ability to tackle complex societal issues and deliver measurable impact for clients.

Leadership within Edelman Australia has seen recent transitions. While Tom Robinson previously served as CEO, he departed in April 2026, with Caroline Lovejoy and Jo Osorio now serving as interim Joint CEOs. Other key leaders include Fiona Parker, Head of Corporate, and Melissa Young, Head of People, who are instrumental in shaping the firm's strategic direction and fostering its culture. Edelman Australia also demonstrates a commitment to reconciliation, formally acknowledging the Traditional Owners of the lands on which they operate, the Gadigal, Wurundjeri, and Yugambeh Peoples, and recognising Aboriginal and Torres Strait Islander leaders, past, present, and emerging.