Edelman CEO Richard Edelman emphasized the need to structure the firm for speed and integration, stating, “I've got to structure Edelman to be fast and to be, in a way, completely integrated. The two things we were trying to build in the last years are the advisory business to compete with Teneo, etc., and the marketing side of the business, to compete with ad agencies and digital firms.” This reflects the evolving landscape where corporate communications and brand marketing are increasingly intertwined.