New global marketing and product exec for Imation
Imation Corp., a leading technology business that helps people and organizations store, protect and connect with their digital world, announced that the company
has named Ian Williams to the position of vice president of global marketing and product management.
In a company release, President and Chief Executive Officer Mark Lucas expressed a deep excitement at bringing Williams on board given his vast background in the storage industry as well as his bouts with marketing and product management that have given Williams a deep level of expertise in this realm.
, headquartered in Oakdale, Minn., boasts portfolio of data storage and security products, electronics and accessories that reach customers in more than 100 countries through a powerful global distribution network. Imation Corp.’s global brand portfolio includes Imation, Memorex, XtremeMac and TDK Life on Record brands.
Williams detailed his new role for DailyVista in an interview.
DailyVista: Now in this new capacity at Imation, what are your general responsibilities?
Ian Williams: As vice president of global marketing and product management, I have worldwide responsibility for brands, marketing and product management across Imation’s Traditional Storage, Emerging Storage and Consumer Electronics and Accessories product categories.
DailyVista: Can you tell me a little bit more about Imation’s products that are under your jurisdiction?
Just a few examples of some of our product priorities: in the Emerging Storage area, which includes flash and removable hard disk drives, the company has launched a new line of “Defender” brand secure removable storage products, designed to help businesses and government agencies protect “data at rest
For Small and Medium Businesses (SMBs) the company is focused on removable hard disk storage and scalable storage offerings. In Consumer Electronics and Accessories, the company is launching exciting premium audio lines such as the new TDK Life on Record audio products
DailyVista: What do you ultimately hope to accomplish while in this role at Imation?
Ian Williams: The unique opportunity for Imation is the extensive global reach the company has, via strong brand presence and product portfolio, in communicating with consumers and business organizations alike. Businesses and IT are being inundated by their customers to enable exciting new consumer-oriented products into their organizations as personal productivity tools, and organizations have to consider security and data protection as a critical priority. There is a convergence of consumer products in enterprise environments that Imation is uniquely positioned for, and we are excited to help shape that experience.
DailyVista: What are your immediate areas of focus, and how has your former job experience helped to prepare you for these activities?
Ian Williams: Imation is undertaking a new strategic direction as a technology company focused on growth opportunities in data storage, protection and connectivity. I’m an experienced marketing executive with Apple, Compaq, HP and Seagate management experience, and my proven success in market identification, product development and rapid adoption of innovative technology offerings for large global organizations that meet unique market needs will be an excellent fit with Imation’s strategic direction.
The company has announced that it is investing in technology areas including secure storage, scalable storage, wireless connectivity and magnetic tape – all a part of the company’s intent to deliver differentiated products to bridge the convergence of consumer electronics and enterprise ecosystems.
I bring an especially strong “product life cycle management” discipline to this role as the company focuses on delivering new, differentiated products that help customers store, protect and connect their digital content. As a part of my global marketing and product management role, I’ll help guide the end-to-end product life cycle management for all new products and all related go-to-marketing strategies and support.
DailyVista: Will your appointment have a major affect on Imation’s media strategy and/or spend?
Ian Williams: Imation does not intend to make any changes to the company’s current media budgets. Our marketing approaches are very targeted and customized by region of the world and brand. Our Imation brand, for example, is more of a B-to-B brand in the Americas, where it is known as a professional data-storage and protection brand. We reach these customers through a mix of direct, distribution and VAR channels. On the other side of the world, however, the Imation brand is better known as a consumer brand. In Korea, for example, the Imation brand is a well known consumer brand available through retail.
DailyVista: How would you describe Imation’s efforts to appease its core consumers?
Each region uses a mix of traditional and nontraditional media. A good example is the Memorex brand which reaches “modern mom” and her family in the Americas through in-store communications, traditional PR and product reviews and social media. Right now, for example, Memorex is offering a variety of “Family We-Time” tips and promotions online – including a Valentine's family photo contest – designed to help families come together for impromptu family fun
with gaming accessories and CE products.
Our TDK Life on Record audio campaign leverage the brand’s audio legacy for a new generation of audiophiles, drawing on performers like XtremeMac
brand continues to garner strong product reviews and an online following for its focus on “everything Apple.”
DailyVista: How would you describe Imation’s core consumer group?
Ian Williams: During the last two years, the company has assessed each of its brands carefully and clearly articulated refreshed brand strategies and product attributes based on user insights. Now, we are investing in application technologies to help drive differentiation in each of our product areas.
Our Imation brand, with its roots in data storage for more than 50 years, is already a leader in data center tape storage, intends to grow in storage and protection for SMBs, and with highly differentiated secure offerings such as our new Defender Biometric flash drives, requiring fingerprint authentication to access data.
Our Memorex brand, also turning 50 years old this year, is one of the country’s iconic brands with a fresh take on storage and CE, including gaming accessories and iPod audio products for the family.
TDK Life on Record brand, with a strong audio and data storage legacy, is expanding its fan base to include audiophiles who crave high fidelity, high-style sound systems like the retro boomboxes and speaker systems just launched at the 2011 CES show in Las Vegas.
And XtremeMac’s global appeal, with audio products and cases for iPad, iPhone and iPods, resonates with Apple enthusiasts everywhere. My charter is to drive continued momentum with differentiated and successful products across the portfolio, across all regions of the world.
DailyVista: Does Imation work with any external agencies to assist with this undertaking, or does the company ever consider partnership opportunities to spread the word about its newest product updates?
Ian Williams: We do have several agencies of record and are not currently seeking new firms, but of course, I will assess ongoing needs for the brands and products aligned with company strategy and make any changes required. In the short term, however, my focus is to maintain the momentum of our brands and products as we focus on our strategy as a technology company dedicated to helping people and organizations store, protect, and connect their digital world.
The List database reported that Minneapolis-based Space150
have served as Imation’s agency of record and its digital AOR, respectively, since 2009.
According to The Nielsen Company, Imation spent about $47.7 million on national advertising efforts in 2009. About $20.5 million was put toward cable television ads, about $14.5 million was spent on spot television ads and about $3.4 million was put toward national magazine ads.
One Imation Way
Oakdale, MN 55128
Global Marketing Communications Manager
Vice President, Global Marketing & Product Management
President & Chief Operating Officer