DJE China Group launches new experiential marketing company Pegasus Activation

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Leigh Chang.jpgDaniel J. Edelman (DJE) China Group has set a course for a complete online-to-offline marketing offer by launching new experiential marketing brand Pegasus Activation and merging its Pegasus Communications brand into Edelman. The new structure will enhance DJE China Group’s experiential marketing capabilities, further consolidate its consumer and digital marketing teams and increase definition of its four brand offerings. The changes will come into effect on July 1, 2014.

“Our new structure will offer our clients more clearly-defined marketing solutions to help meet their business goals: flagship brand Edelman for full-service public relations, Edelman Digital for creative digital and social, Zeno for nimble consumer marketing with a digital edge and newly-launched Pegasus Activation for experiential,” said Steven Cao, CEO of DJE China Group. “At the same time this structure will allow us to increase our partnership with the chief marketing officers of some of our biggest clients.”

The launch of Pegasus Activation will enhance the group’s experiential specialty as a dedicated experiential marketing brand within the group. At the same time, the merger between Edelman China and Pegasus Communications will further aggregate DJE China Group’s consumer marketing and digital capabilities.

“DJE China Group has a strong heritage as a leading corporate communications, issues management and public affairs firm,” said Bob Grove, CEO of Edelman North Asia. “Over the past five years, brand communications and digital have become an increasingly significant part of the portfolio. This consolidation of our offering allows us to add greater critical mass across all marketing and communications channels.”

Leigh Chang has been appointed managing director of Pegasus Activation. Chang (pictured) has served as a dedicated consultant on the agency side with Y&R/Wunderman and Burson-Marsteller, and on the client side with Jaguar Land Rover. Prior to joining DJE China Group, he founded integrated marketing agency PROJECT12.

“This new structure opens the door for all types of marketing talent to join our firm,” said David Brain, president and CEO of Edelman Asia Pacific, Middle East & Africa. “Our employees in China will now have additional career development options within DJE China Group’s four brands that will allow them to deepen their specialization for the benefit of our clients.”