I joined Edelman in 2016 as an intern after completing my master’s in Public Relations. Since then I have worked across numerous brands developing and successfully delivering KPI driven campaigns that span from Sports Sponsorship, to New Product Launches to Brand Repositioning.

As an Account Manager my role is to lead on campaign design, planning and delivery from a strategic and tactical point of view. Recently I was tasked with broadening my scope of work by working with the Edelman ASICS Global Team, who are based out of our UK office. Edelman champions a culture of collaboration and we have always worked closely with teams in other offices, however a new model which was introduced pre COVID-19 now gives offices across the globe the opportunity to collaborate even more. Our way of integrating teams gives individuals the chance to learn from a wider group of colleagues and bring that back to their local clients. The objective is always to have a true client centric approach, ensuring we always propose the best team and the best plan to the client.

I started working on the ASICS Global team in June, this was an excellent opportunity for me to build on the sport sponsorship work I already do and to see how that pans out on the global stage. The mantra at ASICS, is that listening to runners and understanding their changing needs and concerns lies at the heart of everything they do. For the brand, supporting runners throughout the pandemic and ensuring their messaging is relatable to the current climate is very important to them – especially now, with more people running more than ever. They were quick to adapt their marketing plans considering COVID-19 and the team have work tirelessly to deliver award winning campaigns.  

My brief was to support the team on the planning and management of their global communications work while also directing markets on how to implement these campaigns locally. This was a new way of working for me as I had always worked to adapt plans to be relative to the Irish market rather than developing global plans that can then be implemented locally.

The first project I worked on was the global launch of the ASICS Face Cover – a face mask for runners that is breathable, comfortable, and needed during current times. My role here was to compile a guideline toolkit for markets across the world on how they can garner attention and launch the face cover with influencers and media in line with the ASICS tone of voice and messaging. This included media story angles, content ideas and a comprehensive influencer strategy. I also worked across developing the press materials that would be used globally and within markets.

We launched the face mask globally at the beginning of August and the media relations team have garnered a massive amount of coverage including features in global titles such as Forbes. 

I am currently working to develop materials for three product launches for new ASICS trainers, ensuring that all communications and messaging is integrated with wider pieces of ASICS work. The next large piece of work is set to kick off in October where we will see ASICS globally launch an exciting activation for runners in the new normal, informed by research conducted in each market, ensuring the brand continues to meet their target consumer’s needs.

Within the three months of working on the ASICS Global PR Team, I have learned to understand a different way of working, writing, and planning - all to meet objectives on an international level. This experience has already begun to inform my work with my Dublin clients, helping underpin my recommendations where appropriate and giving me a greater understanding of the wider picture for brands.