PROFILE: Emma Gilpin, Time Fortune - Globetrotter Gilpin to drive Time in Europe. PA director Emma Gilpin wants Time to be a household name across EMEA

Time Fortune Europe (TFE) public affairs director Emma Gilpin is

not a fan of philosophy.

'I studied it at university as part of my history degree and I didn't

like it. It was all questions and I couldn't get any answers,' says the

former business journalist, who, after her promotion last month, now

handles all PR for EMEA across the Time and Fortune brands.

'I want answers as I'm very much results-oriented,' adds the

32-year-old, who joined TFE last May from Freud Communications.

The cover story of a recent European edition of Time magazine is headed

'Generation Europe'. It is an in-depth study of young Europeans: how

they think, work, live, their wants, fears - their philosophies.

It is well-executed journalism, as one would expect from such a

respected publication. But also refreshingly absent is an

'us-looking-at-them' bent, as is normal from wholesome all-American

publications. 'We got some good coverage,' says Gilpin, who herself

hired MORI to carry out the European research.

'I'm not one to take credit away from anyone else, but I have come up

with editorial and marketing ideas. And I think any concerns about my

role among editorial has soothed as they can see I am editorial-led, and

that my PR input only works with the journalism working alongside


The edition is certainly homemade European pie - and there's plenty more

helpings to come, claims Gilpin. 'This week's issue has an exclusive

about Stella McCartney joining Gucci,' she adds.

The editions mark Gilpin's 2001 campaign to drive the brand into the

consciousness of EMEA readers. 'We want to make Time the household name

it is in the US,' says Gilpin, who describes her relationship with TFE

husband and wife co-editors, Americans Donald and Ann Morrison, as


'It's a dream job. I come from a journalism background and I have some

excellent PR experience. I know how to pitch a good story idea to

journalists, and place it from a PR point of view,' she says.

Gilpin is blonde, somewhat suave and slightly sunkissed - a tan left

over from a diving holiday in Columbia. Her healthy complexion and

clipped tones are the product of a sophisticated, but also occasionally

tough, global upbringing.

An only child, she is the daughter of two English lecturers. She was

born in Southampton and spent long spells in Spain, Africa and then from

six to 16 in Singapore, attending a private international school. At 16,

her parents 'incarcerated' her at Malvern Girls College, Worcestershire,

she says. 'I hated it and all those horrible snobby girls,' she


After university in Bristol, Gilpin began a global jaunt as a deck-hand

on a gin palace owned by a filthy rich Italian. 'I left after ten


I hated it,' she says. As a result, her career was given a premature

start. After a short period headhunting, she became a business

journalist with Breaking The Mould magazine.

Financial News associate editor Magareta Pagano, who worked with her at

Breaking The Mould, says Gilpin's charm and knowledge of the 'American

way of thinking' and business are ideal for her present role. 'She has a

mindset which allows her to see through PR-speak. She's very good with

contacts and has a varied international background,' says Pagano,

In 1995, Gilpin was headhunted to launch The Investor, a monthly

magazine aimed at shareholders. The next year she fulfilled an ambition

to work in TV and joined CNBC as an assignment editor.

In 1997 she followed her then lover to Boston and worked as a financial

account director for the Hubbell Group PR agency: 'I love America for

its entrepreneurial, can-do spirit.'

But the romance ended, and Gilpin returned home. She joined Freud

Communications in 1999 and left just under a year later.

'While Emma was with us I think she was going through a few changes in

her life, so it wasn't a great surprise that she moved on. Her talents

also lie in a more international role than the one she had here,' said

Freud director Oliver Wheeler.

'From my CV, it seems as though I move about a bit,' says Gilpin, who,

once or twice during the interview, did cast her eyes searchingly


'I have a great job. Its bigger than me, so I am challenged all the

time, which makes me creative,' she says.

Questions about her future result in a rare silence, broken as she

ponders the meaning of life, universe, and time. 'You know how it is, as

you enter the early 30s ... Big titles seem less important. It's more to

do with the work and if it's worthwhile - if it's going to make a

difference,' she says. 'Why do you think that is?' wonders Gilpin, the

modest philosopher.


1995: Launch editor, The Investor

1997: Senior account manager, The Hubbell Group

1999: Head of corp comms, Freud Communications

2001: Director of public affairs, Time Fortune.

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