Siemens Corp. promotes marcomm exec
Electronics manufacturer Siemens Corporation appointed James Whaley as its new vice president of communications and marketing, according to the company
Whaley has been with New York-based Siemens since 2004, when he joined as senior director of public affairs. Before that he was director of communications for the United States Military Academy at West Point.
Whaley will continue in his role at president of the Siemens Foundation. He received his undergraduate degree at Lock Haven University and his MBA from Embry Riddle Aeronautical University.
“Corporate communications and marketing plays a vital role at Siemens and Jim brings a strong set of skills and leadership qualities to the position,” Chief Executive Officer George Nolen said in a statement. “Over the course of his more than two decades in management and communications, Jim has proved time and again that he can be both creative and strategic as well as a gifted team leader.”
Siemens is a global manufacturer and engineer of electronic components. The company has a presence in 190 countries, and its product applications span a range of industries including health care, energy, water technologies, industrial automation, transportation and many others.
Speaking further with WinmoEdge, Whaley detailed his expanded marketing role at Siemens Corporation
“I think one of the first things I want to do is make sure we’re listening to our operating companies so we’re providing them with the best product we can and we’re answering their needs,” he said.
Additionally, Whaley said that another priority of his is ensuring that the communications department functions across the United States are afforded opportunities for growth.
“I want to make sure we’re doing that in a way when, in a time where most companies are taking a close look at expenses, we’re providing professional growth for people,” he said, adding that having a pride and passion for business is key for success.
According to Whaley, Siemens is currently in the process of a new campaign, dubbed “Answers”, to address the questions consumers may have across any given field that Siemens operates in. The campaign utilizes all forms of media, but Whaley said that online efforts are a growing piece of the company’s strategy.
“We also like to focus on our branding in the major business press, in publications like BusinessWeek, Forbes and Fortune,” he said.
Siemens also promotes its brand via public relations and having its executives on the forefront, speaking about the company.
“We spend $5 billion annually in research and development. We have the bandwidth to answer very difficult questions facing our society both today, and ultimately tomorrow,” Whaley said.
Despite the ongoing economic crisis, Whaley said that Siemens planned ahead, putting in place cost-saving measures and saving cash several months beforehand. The company is also looking into strengthening its sustainability efforts globally for future endeavors.
Because Siemens’ products touch several facets of consumers’ day-to-day lives, Whaley said it is important to convey the company’s whole story to the public.
“I think what we want to do in the long-term – and in the short-term – is making sure we have a campaign that really tells a story,” Whaley said. “All communications comes down to telling a story that is compelling and you want to listen to it because its effective.”
According to Whaley, Siemens’ in-house creative team in the United States and Canada works with New York-based agencies Ogilvy Worldwide, Weber Shandwick and PHD for creative, public relations and media buying, respectively.
According to The Nielsen Company, Siemens spent about $13.3 million on media in 2007. About $6.3 million was spent on national magazine ads, about $2.5 million was put toward national newspaper ads and about $2 million was spent on cable television ads.
Whaley said that Siemens works with partners for local public relations in every state and Puerto Rico. Keep the company on a prospect list for additional campaign work, but send a congratulatory note to get on Whaley’s radar.
153 East 53rd Street
New York, NY 10022
Vice President, Communications & Marketing