PARIS 31st August – Edelman, the world’s largest public relations firm, today announced that Florence Baranes-Cohen will become the new director general of Edelman’s French operations.
Baranes-Cohen joins Edelman from the Carrefour Group where she has been group communications director for the past seven years. During that period, she led all of Carrefour’s reputational activities, conceiving and implementing the group’s communications strategy towards all its stakeholders. She has built a reputation as one of the leading communicators in France and was voted Communications Person of the Year in 2010 by a peer jury from Communications et Entreprise, France’s leading Corporate Communications Association.
France is one of Edelman’s top four countries in the EMEA region, and a key market for future growth. Edelman has made a series of significant recent investments into its Paris office, including basing its global executive positioning offering there, expanding its digital team and services, and the recruitment of a new deputy general manager to lead the corporate practice. The appointment of a new director general with an excellent reputation and experience within the French market is consistent with Edelman’s strategy to ensure Edelman Paris continues to grow as one of the leading communications agencies in France.
Baranes-Cohen succeeds Isabelle Rahé-Journet who has led Edelman France since 2008 and leaves Edelman in mid-September to pursue personal projects. Baranes-Cohen will report to Robert Phillips, president and CEO, Edelman EMEA.
“The French business has grown significantly under Isabelle’s leadership and we pay tribute to her great work in recent years,” said Phillips. “Equally, we totally respect her decision to pursue some new, personal projects and ambitions and wish her well.”
“Florence is an important hire for Edelman and she will take the French office to the next level,” continued Phillips. “Our clients will benefit from her broad experience, particularly in the consumer, corporate and digital space. The reputation and respect she commands will ensure France continues the double-digit growth we have enjoyed over the past few years. It’s time for Edelman to be seen as a genuine reference point in France for corporate, digital, technology, health and consumer PR. Florence will ensure we achieve this goal.”
Florence started her career in the communications and external relations department of Sopexa after completing a DESS (Post-graduate diploma) in company communications at France’s Celsa communications and journalism school. After seven years spent promoting French agri-food expertise across the world, she joined the Carrefour group to manage communications for its convenience business unit. Then, as director of communications and part of Carrefour’s management committee for the past seven years, she played an important role in building the corporate image of the Carrefour group.