Time Atlantic, the European arm of the US magazine and part of Time
Warner, has appointed its first director of public affairs.
The newly-created role will be filled by Emma Gilpin, former corporate
head at Freud Communications. She will report to the editor, Chris
Redman and the president, Wil Merrit, and has responsibility for PR in
Europe, the Middle East and Asia.
’It is a strategic move to elevate the brand,’ she said. Initial efforts
will be concentrated in Europe, before being rolled out to her other
areas of responsibility over the next few years. Gilpin will recruit a
team over the next two to five years, but will initially use agencies
tactically around Europe. None have been signed yet and at present she
has one assistant.
Time decentralised editorial responsibility from the US to local regions
five years ago, but it has not made much of this fundamental change,
Gilpin explained. Time was still primarily viewed as a US product, she
Time Europe aims to appeal to a younger audience. ’We are making the
product more European by upping the content,’ she said. Some sections of
the magazine will be redesigned, with more graphics and increased
PR was primarily handled from the US before, Gilpin said. It tended to
concentrate on advertisers rather than readers. ’There was no-one
concentrating on editorial.’
As well as the US and London, Time has offices in South America, Asia
and Australia. Before Freud, Gilpin was a director with Boston-based
financial PR consultancy Hubbell Group.