Tuesday, August 07, 2012

Marketing | Translating buzzwords into English

Corporate announced yesterday that it had hired a new ad sales executive: Emma Gilding, whose title is vice president of brand research and strategy, will report to Chief Marketing Officer Maryam Banikarim.

Gilding
In a buzzword-heavy statement, Corporate said: "Gilding will be responsible for delivering forward-looking consumer, brand and market insights that will help drive the growth of Gannett’s businesses. She will also work closely with Gannett’s advertising partners to provide key knowledge to help solve their challenges and meet their objectives."

Banikarim was quoted as saying: "Her expertise and thought leadership will be instrumental in further evolving our businesses and helping our advertisers reach their goals."

In other words, apparently, Gilding will provide research on consumers that Corporate hopes will gin up more advertising revenue.

Earlier: Mellon named SVP of national ad pricing.

[Photo: Citybizlist]

40 comments:

  1. "TIME," 2001

    " .. Gilding, 32, spent her undergraduate days studying behavioral science and theatrical performance in London. She took a liking to video, and after wandering into advertising, made consumers the stars .."

    Read more: http://www.time.com/time/magazine/article/0,9171,167575,00.html#ixzz22rRSPN7K

    Res ipsa.

    ReplyDelete
  2. Another short-termer collecting paychecks and bonuses who clearly sees this as 12-18 months of play to see what sticks to the wall. Consequences be damned.

    She'll be on to another gig by then. Nice work if you can get it.

    ReplyDelete
    Replies
    1. 10:02 can you give several example of others who have left by choice in less than 18 months?

      Delete
  3. Another senior level position at Gannett filled with yet another white female. Now that's diversity.

    ReplyDelete
  4. Amazing how often we hire an senior ad/marketing exec and they just disappear into the woodwork while providing no value to readers or advertisers. It's the most bizarre organization I've ever seen.

    ReplyDelete
  5. Jim I find your use of "gin" enlightening. You really are biased aren't you? What for profit company doesn't use research to generate revenue. Maybe you should come clean about why you despise Gannett. Friends in marketing know

    ReplyDelete
  6. I wish Gannett good luck in figuring out how to provide value to advertisers when the entire industry has moved to low cost ad networks and ad exchanges.

    ReplyDelete
  7. Gannett is way too top heavy at corporate office. The next round of layoffs should start and end at HQ.

    ReplyDelete
  8. This is yet another attempt to chase what is turning out to be a mere sliver of a category -- ads linked to content. Instead we should be selling USA TODAY, the experience, the brand, the news source.

    For all the cynicism, people read USAT everywhere everyday. If that cannot be sold, no amount of marketing will help. Hire salespeople, not social scientists!

    ReplyDelete
  9. @11:44 . . . it's a Presidential Election Year. The use of the phrase "gin up" is entirely appropriate.

    In fact, George Washington's Distillery isn't too far from Gannett HQ. Might make a nice road trip.

    http://www.mountvernon.org/visit-his-estate/plan-your-visit/distillery-amp-gristmill

    ReplyDelete
  10. More proof Banikarim hasn't a clue what talent is reguired to spur ad growth.

    Banikarim is a PR person. Nothing more. Should not be charged with ad sales.

    Martore, how much hiring are you going to allow before you realize you need DIGITAL ad sales talent and leadership, NOT more empty 'branders".

    ReplyDelete
  11. Oh for crying out loud. Spend two seconds and google something if you have no idea what it means before you start typing and prove you don't read enough:

    http://www.word-detective.com/2010/03/gin-up/

    ReplyDelete
  12. What a fucking waste of money. does her hiring preclude the use of Banikarim's friends? I mean outside consultants, to tell us what we already know?

    ReplyDelete
  13. Just what we need for the under represented vice presidential staff.

    ReplyDelete
  14. 11:44 missed the point: I'm drawing attention to the sort of corporate gibberish that good journalists avoid using.

    ReplyDelete
  15. @3:23 . . . I'll see your Word Detective, and raise you a Phrase Finder. From the UK. The people that claim dominion over the language.

    http://www.phrases.org.uk/meanings/ginned-up.html

    ReplyDelete
  16. Banikarim's 37th lap dog. Sit. Stand up. Roll over. Bark. Spend your days realizing you've made a big mistake. Find a new job. Run out the door as soon as you can knaw through the leash.

    ReplyDelete
    Replies
    1. To be fair 5:58 she did get rid of some massive underachievers.

      Delete
    2. And replaced them with new underachievers.

      Delete
  17. Another out of work "president" of her own consulting firm.

    ReplyDelete
  18. Banikarim is assembling one heck of a Buzzword Bingo team.

    ReplyDelete
  19. 1:44 Here's a Forbes story from about the short shelf life of CMOs and their direct reports. It's a bit dated from 2009. If anything, turnover continues to accelerate:
    http://www.forbes.com/2009/05/15/cmo-turnover-dilemma-cmo-network-dilemma.html

    ReplyDelete
  20. Another hard charging executive steeped with experience and deep contacts. The ad dollars are going to be piling in really soon.

    And I thought reporters and editors were the only wasteful things on the balance sheets!

    ReplyDelete
  21. The Britiish accent makes the bullshit actually sound a bit more like intelligence. Pip pip cheerio.

    ReplyDelete
  22. Another hard charging executive steeped with experience and deep contacts. The ad dollars are going to be piling in really soon.

    And I thought reporters and editors were the only wasteful things on the balance sheets!

    ReplyDelete
  23. For crying out loud, does it take a vice president to research brand extension possibilities? Wouldn't a really smart analyst or mid-level brand manager do the trick? Most companies throw ideas up against the wall to see what sticks. Gannett throws vice presidents, and so far I haven't seen anything stick. The stock price says it all.

    ReplyDelete
  24. 9:15,
    We do not discriminate when it comes to senior level positions within this company. All people are welcome to come aboard and do absolutely nothing. Country of origin makes no difference.

    ReplyDelete
  25. Where are all the sales people? Enough with the branding bullshit. Enough empty suits.

    Revenue people, revenue!!!

    Go to San Francisco and pluck a few digital people who know how to build an ad network, do revenue sharing deals, and figure out the national advertising industry has changed.

    Nobody gives two cents about your brand intelligence in a sales pitch.

    Gracia, there is some sound advice. Listen up.
    Fire all these empty marketing suits and hire an executive with digital talent and sales acumen.

    Banikarim has not hired a single effective sales executive.

    ReplyDelete
  26. Lame hire.

    What an insult to the thousands of people, talented journalists, who lost their jobs. Martore, no CEO should allow all this BS hiring to continue, while thousands are shown the door.

    I had high hopes for Martore as CEO. But she's disappointed me in allowing all these empty suit hires.

    ReplyDelete
  27. Hocus Pocus. Shades of Hunke. Maryam should not be allowed to continue hiring theorists or dead poets society matrons.

    ReplyDelete
  28. Exactly what has Banimarim done in 15 months ... Besides hire out if work and unqualified "marketing" geniuses ... who go on to do nothing just like her.

    ReplyDelete
  29. This comment has been removed by a blog administrator.

    ReplyDelete
  30. 4:14 USAT has never had any great marketing folks before. Going out for drinks with the publisher's wife or the publisher's number two didn't make you a genius.

    ReplyDelete
  31. Use that kind of language/gibberish in a news story and editors will ask the reporter, "what does this mean?" I guess it's OK when that same wording shows up in a press release from corporate.

    ReplyDelete
  32. @ 6:45 AM... It should at least get you a few free drinks. There, in fact, is the genius!

    ReplyDelete
  33. At least we know what all of the downsizing is paying for ... more executives in McLean. Because that's just what Gannett needs to turn things around. Forget more boots on the street reporting actual news.

    ReplyDelete
  34. Twit twit cheerio!

    ReplyDelete
  35. I'm sure there is added value here. I'm not sure what kind, or to whom.

    ReplyDelete
  36. Banikarim continues to build her little empire in NY out of sight and under the radar -- doing nothing except her usual self promotion.

    ReplyDelete
  37. Maryam is getting the Spice Girls back together.

    ReplyDelete

Jim says: "Proceed with caution; this is a free-for-all comment zone. I try to correct or clarify incorrect information. But I can't catch everything. Please keep your posts focused on Gannett and media-related subjects. Note that I occasionally review comments in advance, to reject inappropriate ones. And I ignore hostile posters, and recommend you do, too."

Note: Only a member of this blog may post a comment.