Facebook Gets Another Madison Avenue Exec
FACEBOOK has plucked another executive from adland. Eric Edge, global chief communications officer at Havas’ largest agency network, Euro RSCG, later this month joins the social network in a newly created position: manager of global communications, with a focus on brands.
The move shows Facebook isn’t just getting aggressive about building deeper relationships with marketers; it also wants to get more buzz for its partnerships with advertisers, too.
Mr. Edge’s hire comes just days after Facebook announced that it tapped top Time Warner ad exec Mark D’Arcy. Mr. D’Arcy will lead a team at Facebook tasked to come up with new, more creative ways for marketers to use the site as part of their ad efforts.
Mr. Edge has served as Euro’s global head of communications since August 2009. Before that, he led communications for Euro in North America, and earlier for Interpublic Group of Cos.’ DraftFCB, which he joined in 2003 after clocking time at United Airlines.
He’s joining a growing team at the social network that’s dedicated to boosting awareness of ad campaigns that marketers are doing on Facebook, and attracting more attention to the relationships Facebook is trying to build with both advertisers and their ad agencies.
That team includes: Brandon McCormick, who leads all global advertising communications, having joined the social network two years ago after holding a similar post at Google; Elisabeth Diana, a former planner at Publicis & Hal Riney in San Francisco who was recruited about a month ago to focus on building partnerships with agencies; and Annie Ta, an associate the communications team who has also crafted content for Facebook’s blog.
“As our business has grown, and as marketers are doing more and more on the platform, we need to grow the communications team that helps tell the story of how marketers are using Facebook,” Mr. McCormick told Ad Age. “Part of that is the natural scaling of the business … part of it is that because we are a platform company. Marketers are doing really interesting and unique things on the platform and we need to do have someone who is dedicated to telling those stories … how we are working with agencies — media planning and creative agencies — to best suit the platform and to create results for their clients, but also create really interesting and entertaining experiences for consumers.”
Of course, by touting the advertisers that use Facebook as an advertising platform will hopefully result in luring more advertisers to the network. It’s also important to note that part of the reason Facebook wants to make sure someone is devoted to touting advertiser usage of Facebook is that will hopefully reel in other advertisers.
“It’s not a large team yet, but as our business grows, we are growing the team,” Mr. McCormick said. He added that Facebook is not interested in working exclusively with the global Fortune 500 marketers, but everyone — “from the smallest, to the world’s largest brands.”
“We’re at an interesting place, Mr. McCormick said. “A lot of the world’s biggest brands are starting to see the power of connecting more closely with people. One of the things that’s unique about Facebook is that we don’t just give you eyeballs, we give you people. The goal is to be able to tell more of those stories.”
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