‘Follow the Sun’ model, AI-driven capabilities to power Edelman Studio's global growth

In a strategic move to expand its global production capability, in August 2024 global communications major Edelman decided to focus its attention on creating a connected production network, bolstered by local expertise and AI integration. Reporting a 6% growth year over year, Edelman announced key developments, including the promotion of Patrick Sidoti as global chief production officer and the opening of five production studios worldwide, including one in Mumbai.

These expansions reflect the company’s ambition to strengthen its ‘Follow the Sun’ model and utilise AI to enhance efficiency and cement its position in content creation. By utilising regional time zones, Edelman Studio can support clients’ increasing demands for timely social media and digital content. This model allows it to build upon its agile production base, while also diversifying into areas like film, experiential marketing, and digital content creation.

In an exclusive interaction with Campaign, Sidoti and Edelman’s global studio operations lead  Natalia Villegas, along with APAC studio operation and India digital lead Kunal Arora, shed light on the India operation’s pivotal role, the impact of AI, and the company’s evolving production strategy. These investments signal the company’s commitment to high-quality, localised content production, optimised for a global audience.

From PR to production powerhouse

Despite its long-standing reputation in PR, Edelman has successfully transitioned into a fully-fledged production service provider. Sidoti, who oversees a team of over 250 producers, artists, and animators globally, explains the shift: “PR is our superpower, but expanding into creative marketing was a natural progression.”

Over the past few years, Edelman has assembled a robust team delivering award-winning content that transcends PR, establishing Edelman’s reputation in the creative marketing space. Its recent investments underscore the company’s dual approach—global connectivity with local cultural insight.

Sidoti emphasises that to meet clients’ real-time needs, “you have to be everywhere at once but also be local,” which is essential in crafting culturally resonant content. The Mumbai, Los Angeles, Bogotá, New York, and Chicago studios collectively form a global circuit that allows Edelman to rapidly create, share, and execute content, meeting the demand for speed and relevance.

Mumbai’s strategic role in Edelman’s global framework

Mumbai serves as a crucial node in Edelman’s ‘Follow the sun’ model, offering seamless handoffs between studios across different time zones. With a team of 45 specialists, and under the leadership of Saurabh Kulkarni as the India studio lead, this APAC studio based in the city plays an integral role in fast-tracking content production and localisation.

Natalia Villegas, global studio lead, Edelman.

Villegas elaborated, “By leveraging time zone advantages, we can compress three days of work into one.” The model exemplifies how geographical distribution can drive efficiency, enabling Edelman to cater to high-demand clients around the clock.

Arora explained that Mumbai’s expertise in data-driven content and web development aligns well with Edelman’s goals. The team is well-versed in delivering targeted content that blends local and global elements, with a keen eye on technological efficiency. This adaptability is vital as the company continues expanding its offerings across regions, with India seen as a vital market for talent and growth.

Integrating AI without compromising creativity

AI is central to Edelman’s strategy, but its integration into production workflows is nuanced. Sidoti asserted, “There’s no magic button with AI; it’s a highly manual process.”

Edelman has developed an AI strategy that emphasises human oversight, ensuring that AI-generated content meets quality and cultural standards. Sidoti insisted that AI’s role in production is not to replace human creativity but to streamline processes, allowing for faster yet controlled content creation.

To enhance its AI integration, Edelman hired Gabe Michael as vice president and executive producer of AI, a new position focused on vetting AI tools for safe, client-oriented production. “Clients are eager to see AI’s potential but are understandably cautious,” said Michael, who ensures Edelman’s AI tools align with strict data protection standards. These precautions have helped Edelman build trust with clients, addressing concerns around AI’s impact on brand integrity and privacy.

In India, Edelman’s Mumbai team has excelled in data-driven content, a capability Arora is keen to scale across Edelman’s network. The team’s approach highlights the synergy between human creativity and AI, producing high-quality content that can be rolled out swiftly across markets. Edelman’s experimentation model, which blends AI tools with human skills, allows for adaptable content suited to varied cultural landscapes.

Safeguarding client trust through ai ethics and security

AI’s rise in content production has inevitably raised questions about data security, a priority for Edelman’s AI task force. Sidoti explained that Edelman strictly controls how client data interacts with AI, only using trusted platforms like Runway and Adobe Firefly. “We never put anything into open-ended AI software without strict protocols,” he emphasises, a sentiment shared by clients who remain cautious of AI’s rapid development.

Clients see AI as an exciting yet potentially risky tool, particularly for brand-sensitive work. By employing rigorous data safeguards, Edelman provides clients the benefits of AI without compromising security, enabling them to experiment with new capabilities safely. Sidoti believes this level of transparency is essential to building enduring client relationships in an evolving digital landscape.

Edelman’s connected studios form a powerful production network capable of delivering content at scale. Sidoti attributed the company’s 6% year-on-year growth to the efficiencies achieved through this network and is optimistic about continued growth.

Sidoti’s recent visit to Mumbai underscored the team’s innovative approach to data-driven content and agility, aspects he believes will benefit other Edelman studios. “Mumbai’s tech-forward approach was inspiring,” Sidoti remarks, adding that innovations from the Indian team may serve as a model for further efficiency gains globally.

Scaling production through targeted expansion

Edelman has ambitious plans to strengthen its production footprint. While additional large studios are not currently in the pipeline, Sidoti notes that the company is exploring smaller, localised satellite studios. “We’re looking at regional hubs for a language-first, culture-first approach,” he said, indicating that local nuances are increasingly important as Edelman continues its expansion.

Kunal Arora, Edelman's APAC studio operation and India digital lead.

Global connectivity is reinforced through investments in tools like LucidLink, which allows real-time content sharing across Edelman’s studios. This infrastructure, coupled with Edelman’s commitment to hiring top talent globally, provides a solid foundation for scalable production. Sidoti’s team is actively hiring, particularly for leadership roles, to support Edelman’s growing client portfolio and maintain service quality.

Edelman’s Mumbai studio: A blueprint for future growth

Mumbai’s contributions to Edelman’s production capabilities extend beyond time zone efficiencies. With expertise in data-driven content, web development, and digital innovation, the Mumbai team has become a blueprint for Edelman’s future growth.

Arora highlighted the strength of the Mumbai studio’s work and the seamless integration into Edelman’s global network. “We pick up where Bogotá leaves off, with all the documentation and creative assets ready for immediate continuation,” he says, showcasing how Edelman’s model facilitates a truly connected workflow.

Sidoti’s praise for Mumbai’s advancements in tech and efficiency reflects Edelman’s commitment to continuously evolving its production process. As India’s digital landscape continues to grow, its Mumbai studio is well-positioned to contribute even more, reinforcing the company’s ability to deliver relevant, high-quality content across diverse markets.

Edelman’s ‘Follow the sun’ model, fortified by AI-driven efficiencies and a focus on client data security, has reshaped how brands engage global audiences. The India operations, particularly Mumbai, are central to Edelman’s strategy, providing critical cultural insights and technological expertise that enrich Edelman’s global production network. By blending local talent with global infrastructure, Edelman is positioned to meet clients’ needs in real time.

As Edelman scales its capabilities through continuous investments in people, technology, and studio infrastructure, it is well-equipped to navigate the dynamic media landscape. Sidoti concluded that when one feels comfortable, one is at risk, which is why Edelman wants to remain committed to constant evolution. With its connected network and commitment to innovation, it is prepared to support clients in an increasingly digital world, delivering tailored content that resonates across markets and time zones.