Turning Four Real Estate Companies into a Global Real Estate Brand


In 2016, Edelman was approached by a group of Canadian real estate executives with plans to publicly launch an independent and privately-held global real estate company.

The challenge lay in creating the new entity while providing clear communications to a myriad of audiences on how this significant new player would be established, staffed, financed and launched.

In close collaboration with the real estate executives, Edelman helped to define a clear brand purpose, vision and set of values that would guide the brand development and ensure consistency for the new company, QuadReal Property Group.


In partnership with the newly established QuadReal, Edelman was instrumental in supporting the market launch with everything from creating the company name, building out the brand, international trademarking, developing a core narrative and messaging strategy, executing a media relations program, launching a public-facing website, to planning launch events across Canada. From day one, all aspects of the launch were managed under strict confidentiality since the announcement would affect multiple stakeholder groups including employees from four companies.


QuadReal was successfully branded, positioned and marketed for long-term success. QuadReal is now an established company, with an independent board of directors and a real estate investment, management and development portfolio of $24.5 billion that spans 23 global cities across 17 countries. Furthermore, QuadReal is expecting to reach 1,000 employees by the end of 2018.

Edelman continues to partner with QuadReal and provide full-scale integrated marketing communications support across many aspects of the business.

“The vibrancy, heart and elegance of all the tools and messages are really hitting home. Very wise decisions were made early on and everyone can benefit accordingly. To the Edelman team, thank you for today and on to tomorrow’s projects immediately!”

- Susan L. MacLaurin, CFA, EVP Corporate Communications, QuadReal Property Group