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As PR shop Edelman continues to sharpen its creative chops, it's hiring decorated creative Judy John known as a driving force behind Always' #LikeAGirl campaign as its first global chief creative officer.

John comes from Leo Burnett, where she served as chief creative officer for North America and CEO for the agency in Canada. She will lead Edelman's team of more than 600 creatives and planners globally. The new role is effective April 29.

In recent years, Edelman has evolved from its roots in public relations to bulk up its creative, paid media and consulting expertise. The firm's president and CEO Richard Edelman calls it "earned creative," or campaigns that don't require paid support to gain momentum (though paid media could be used to augment that momentum). The work is also designed to be something people like to share with their social media networks and can move "at the pace of news," he says, meaning the creative can take many forms and react to things happening in real time.

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