Chicago—Daniel J. Edelman, a pioneer in the use of public relations as a central marketing tool, died on Tuesday in Chicago. He was 92.
Edelman, a former journalist and later PR officer for do-it-yourself hair perm company Toni Home Permanent, founded the agency that bears his name in Chicago in 1952. He took with him the Toni account, where he had created the “Which Twin Has the Toni?” PR campaign, using identical twin models. Mr. Edelman's son, Richard, took over from his father as president-CEO of the company in 1996.
The company also helped build such brands as KFC and Sara Lee. The agency's current clients include Abbott Laboratories, General Electric Co., Microsoft Corp., Pfizer Inc. and Wal-Mart Stores. Edelman has more than 4,000 employees in 65 countries, and expects to launch the Daniel J. Edelman China Group this year.