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Thursday January 17, 2013

Pioneer of celebrity endorsements

Associated Press

New York -- Daniel J. Edelman, who built one of the world's top public relations companies and pioneered celebrity endorsements, died of heart failure on Tuesday at a Chicago hospital.

Edelman is credited with developing many of the methods now standard in the field, after transforming the firm he started more than 60 years ago with two people into a global marketing force with more than 4,500 employees in 66 offices worldwide.

His son Richard Edelman, president and CEO of the Edelman firm, said his father was "a marketing and public relations genius, because he really understood that PR could sell brands."

The firm's clients include Microsoft, Pfizer, Wal-Mart and Royal Dutch Shell.

Daniel Edelman, a New York City native and Columbia University journalism school graduate, worked as a reporter and editor for newspapers in Poughkeepsie. He was drafted into the Army during the Second World War.

After the war, he worked as a news writer for CBS radio in New York.

His career in public relations began as a publicist for Musicraft Records, whose musical stars included Mel Torme, sponsored on radio by the Toni hair care products manufacturer.

Edelman credited that pairing with launching his marketing creativity: He packaged Torme's records in an album designed to look like a Toni product, gaining attention from disc jockeys and earning him a job as Toni's public relations director in Chicago.

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