Emma Gilding Joins Doremus
Famed marketing ethnographer will consult for Omnicom/DAS network as well as study the C Level executive for Doremus.
New York (PRWEB) September 21, 2005
Doremus, the communications company that understands the business of business, has hired Emma Gilding (36), a marketing researcher and ethnographer, to create a Cultural Anthropology offering for the Omnicom/DAS network.
She will offer traditional ethnographic research and cultural analysis and also develop a consulting capability that will create panels of experts to assess wide-ranging issues, from online behavior to consumer purchasing decisions, to analyzing corporate cultures, which will in turn offer an intellectual insight that embraces the needs of C-Level, B2B, PR, healthcare and advertising.
Ms. Gilding, listed in 2001 as one of CrainÂ’s New YorkÂ’s Rising Stars under 40, formed the Discovery Group while at Ogilvy New York to provide a deeper degree of insight not before seen in the market research area.
Trained as a behavioral researcher, Ms. Gilding started doing ethnographic research using videotape in 1990 while studying performance and culture for a post-graduate degree in her native England. A friend at an ad agency asked about using the same techniques on consumers. After working for her friend for a year, she started her own company BCR UK (BCR for behavior and cultural research). And after five years working for clients throughout Europe, she wanted to take her expertise to a global level so she contacted several agencies in New York.
Ms. Gilding uses various vehicles, everything from sending researchers into homes with hand-held cameras to get a picture of how people conduct various aspects of their lives and how they really communicate and interact in various situations or how they use or what they think of products and services, to studying/analyzing online behavior patterns.
This information can then be used to influence decisions about future media strategy and to craft more effective creative messages.
“I’m excited,” said Ms. Gilding, “to have the opportunity to apply my learning from the consumer space to this highly segmented and differentiated audience at the C Level. It’s an audience people assume are homogeneous, which of course, like any audience, they are not.”
Thomas L. Harrison, Chairman and CEO of DAS (Diversified Agency Services), within the Omnicom Group, said, “Ethnography is becoming a very important foundation from which to gain consumer insight. Emma Gilding is a trailblazer in this field and Omnicom is very excited to have her on board. You can’t get any closer than what Emma does to gain a real up-close-and-personal look at the consumer’s emotional connection to the brand and the cultural underpinnings of why consumers make the choices they do.” Ms. Gilding will work closely with Mr. Harrison on DAS-wide business initiatives.
Carl Anderson, President and CEO of Doremus said that, “As Doremus continues to expand its understanding of the considered decision-maker, Emma’s work offers our clients, as well as DAS and Omnicom network clients, a unique and honest form of insight. Her work makes the consumer the star, which is how it should be. And for Doremus, those stars are the C Level, senior executive as well as institutional investors.”
About Doremus
Doremus is known for its understanding of complex, considered decisions, multiple target audiences, and identifying the best communications channels to magnify budgets at all levels. Over 100 years old, with offices in the key business centers of the world, Doremus is constantly evolving to meet the marketing communications needs of business.
Omnicom is a leading global advertising, marketing and corporate communications company. OmnicomÂ’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct, and promotion marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
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