Corporate Communications

Media Public Relations, Marketing

and Corporate Communications Executive Recruitment
Filcro Media Staffing recruits talented writers, producers, human resource communications, marketing, legislative and
shareholder relations executive leadership for domestic and global dissemination across all media platforms.
Our recruitment guidance takes into consideration that each clients corporate communications function is unique contingent
upon the size and centralization of their current resources.

Every corporate culture has distinct needs and messages and the compilation of Filcro Media Staffings recruitment
experience in the media, broadcasting and communications industries offers many benefits to those utilizing the firms
specialized recruitment capabilities.
Filcro Media Staffing has staffed environments with over 100,000 employees and those as small as 150 with the same
care, efficacy and understanding. We assure that the proper corporate communications executive is attracted no matter the
size or location of the organization.
Many non-media based corporations have global TV, digital networks and in-house advertising functions that are highly
sophisticated from a broadcast operations, production and post production perspective. Filcro Media Staffing has been
successfully staffing these environments with talented corporate communications executives since the firms founding in
1985.
A Filcro Media Staffing Review
Corporate Communications Executive Search
Manager Strategic Global Television Programming
Corporate Communications
Memphis, TN - USA
On Air and Online
Executive Search Firm
Filcro Media Staffing reporting to the Director of Global Communications (DGC) - Officer in Charge of Search - Tony Filson
Client
FedEx Corp. (NYSE: FDX) provides customers and businesses worldwide with
a broad portfolio of transportation, e-commerce and business services. With
annual revenues of $30 billion, the company offers integrated business
applications through operating companies competing collectively and managed
collaboratively, under the respected FedEx brands. FedEx worldwide network
services links 220 countries.
Consistently ranked among the world's most admired and trusted employers, FedEx inspires its more than 250,000
employees and contractors to remain "absolutely, positively" focused on safety, the highest ethical and professional
standards and the needs of their customers and communities.
Search
To identify, recruit, qualify and attract a Manager of Strategic Global Television Programming to produce compelling stories
across multiple media platforms about the FedEx organization and FedEx employees who make the company one of the
best to work for in the world. A creative media executive capable of finding common ground to build relationships with
employees, cultures, clients and shareholders of this Fortune 100 Company.
Client Situation
The Director of Global Communications had built a world class corporate communications
organization and was now looking to hire a talented producer of content that could serve
multiple corporate clients with varied messages to covey. Functioning autonomously and with
cross-functional teams would be essential on a business, technical and creative levels.
Industry and Sector Inclusion for Universe Compilation (ISIUC)
Broadcast Television Network News
Cable Television Network News
Corporate Communications and Consulting
Public Relations
Public Broadcasting Documentary Production
Long Form Production
Press Agencies
NGOs
Independent Production Companies
Advertising Agencies
Technology & Media Management Consulting
Subsequent to Filcro Media Staffing being retained
Filcro Media Staffing with Tony Filson as Officer in Charge of Search participated in a number of meetings in New York
City with the Director of Global Corporate Communications who gave clear insights into the current and future plans for this
critical environment within FedEx.
The DGC being a noted talented executive producer was looking for a distinctive feel to the current body of work of each
candidate and provided reels of pieces in production currently that should be used as means while Filcro Media Staffing
reviewed each producer's work.
Over 80 talented programming and production professionals were profiled from all over the world by Filcro Media Staffing for
this Corporate Communications executive search. The search universe consisted of candidates from every ISIUC listed for
review. After extensive interviews in New York City and Memphis and compiling three tiers of qualified candidates, when
the top two candidates were placed side-by-side, it was difficult to choose just one, because both were perfect fits from
creative, business and cultural perspectives.
Candidates were sourced from Asia, South America, Africa and the United States all relevant to FedEx from a business and
cultural perspective. The materials reviewed on each candidate were broad and included writing and production elements
plus strategic justification statements.
Some of the challenges facing the new executive
Serving a Large and Varied Internal Client Base and Cross-Functional Teams
Disseminating to Varied Audiences
Conveying Information to a Global Community of Diverse Cultures and Languages
Adapting Programming to Diverse Media Platforms
Setting Global Production Standards
Making Media Resources Apparent and Available to The Organization
Hiring and Managing Staff to Facilitate Rapidly Changing Messaging Needs
Solution
Filcro Media Staffing proceeded to Identify global organizations with specific "production" and programming environments
that produce quality content similar to the clients needs.
Recruiting from the identified universe in the United States proved to be more productive than any other market. Based on
the necessity of identifying an executive who could garner internal consensus and partner with those outside of media
environments who had media needs, we needed a person who could convey ideas in English and not Media at times.
The acceptance and assimilation into the corporate culture of a U.S. based Fortune 100 would make the balance of
business, technical and creative skills a delicate undertaking. Art versus science.
Successful Executive Recruited
A EMMY recipient and multiple EMMY nominee of work product directly related to the global interests of FedEx
with TV and long form experience that creatively told compelling stories regardless of geographic or culture.
Also, as the recipient of the NANCY REYNOLDS AWARD while at ABC 20/20 she proved to be an
exceptional talent who was recognized by her peers and the broadcasting community for her exceptionally high
standards.
As Executive Producer she had extensive international, domestic, creative and business experience with: ABC, Hallmark,
MSNBC, History Channel, Discover Communications, Court TV, FOX and many others where her work was respected and
recognized.
Her experience in the United States, Asia and Europe enabled her to relate to a diverse global community of employees,
customers and cultures that make up the fabric of FedEx.
Her equal aplomb in a boardroom, production meeting or edit session made her a perfect fit for the demanding corporate
culture she would be functioning within serving a diverse constituency.
Summary
The corporate communications executive was successfully attracted and relocated to Memphis.
She has proven to be a vital resource in the conveyance of ideas, concepts, feelings and important messages to
shareholders, the public, and over 200,000 dedicated employees from varied cultures who work for this leading global
corporation.
This executive and her direct report were promoted to the Director and Vice President of Strategic Communications at
FedEx, respectively. With the executive recruited by Filcro Media Staffing promoted again with regulatory affairs. This was
a highly successful executive search for everyone involved.


Vice President
Global Marketing and
Corporate Communications
Communication Technologies, Internal Broadcasting & Advertising Production
A U.S. based multinational diversified financial conglomerate

Filcro Media Staffing
Executive Search Case History
Global Corporate Communications and Marketing




Based Newark, NJ - USA
Client: Prudential (NYSE PRU)
Reporting to SVP Corporate Communications and SVP Human Resources - USA
Assigned to Filcro Media Staffing - Officer in Charge of Search Tony Filson
Client Prudential is a 50,000 employee diversified U.S. based global financial conglomerate operating in the United States,
Asia, Europe and South America with an internal global television network, internal advertising agency and corporate
communication facilities to include: Production, Post-Production, Terrestrial Distribution, Advertising, Corporate
Communications, Public Relations and Remote Sales Training & Employee Development.
Search Vice President Global Marketing and Corporate Communications
Client Situation The Senior Vice President of Global Corporate Communications identified Filcro Media Staffing through
their contacts at a Major TV Network as well as having knowledge of a completed search for a senior most Executive
Producer at a competing global financial services company. The firm was seeking a honed change agent who could
tactically and strategically transform the firms corporate communications environment into a world class producer of media
to serve a broad international constituency of internal and external clients.
Industry and Sector inclusion for universe compilation
Television Broadcasting
Advertising
On-Air Promotion - Agency, Network & Production Houses
Production and Post Production - All Industries
Terrestrial Distribution - Corporate & TV Network
Public Relations - Specific to Industry
Corporate Communications - Internal & External
Advertising, Marketing, HR and Training within the Financial Industries
Filcro Media Staffing is retained
The Filcro Media Staffing Officer in Charge of Search Tony Filson was asked to commence a
national search and establish a search document to identify a VP with the capacity to lead and
develop the global communication interests of one of the world's largest financial organizations on
a creative and technical level. The implementation of change management, best practices,
advanced distribution and creative issues across all business lines was to be improved through
identification by Filcro Media Staffing.
Filcro Media Staffing was provided with O&D charting and succession plans for all global Comm. divisions of the parent
company. Clear definitions were established with HR and sensitive internal areas of concern with regard to succession
planning were addressed from the onset. Filcro Media Staffing had a cultural understanding of the firm through prior
identification in the industry and understood the sensitivities of inserting a new VP external to the financial industries
accustomed to functioning with broad autonomy on a business, technical and creative level.
The diversity of the operating divisions of the company posed little difficulty based on a common need creatively globally.
Filcro Media Staffing established a hierarchy of desired skill sets and industry experience to proceed with universe
compilation and tiering. The fact that Filcro Media Staffing reported directly to the hiring manager and was given unusual
assistance through HR to obtain detailed skill assessments of the immediate reporting line helped enormously.
Due to the autonomy that each operating group of the company enjoyed and the unique creative needs of each group it
would be a challenge to identify an executive who could retool infrastructure while creatively producing copious amounts of
daily produced live shows, taped shows, training materials, advertising and corporate communication materials for off and
on-air use all while maintaining global distribution of a 24/7 internal global TV Network.
Challenges facing the new Vice President of Corporate Communications
Change Management
Creative Development
Systems & Employee Development
Enhancement and Ease of Global Network Usage
Enhanced Production & Post Standards Across Varied Lines of Business
Budget Controls
Studio Resource - Best Practices
Internal Advertising Agency Optimization - Creative & Production
Synergy with External Advertising Agency Resources
The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" corporate communications, broadcast operations, on-air-
promo and executive producer level employees from (3) three different industries. Our ideal was to draw from environments
that where decentralized and less myopic then most. This person had to have had control of global resources on the
creative and technical side as well as hands-on experience with formulation and implementing creative concepts to
produce high-end finished products.
An executive capable of focusing live, live to tape and industrial on and off-air product was essential. More effective
policies needed to be put in place to clean the creative process. With many different requests coming in from such a
diverse client base, prior creative product was no longer fresh and a new look on and off-air was needed to stimulate
business, marketing, sales and public relations interests.
We needed to recruit an executive who understood the development and programming issues of a network who would be
content to remain and grow in a corporate environment with a culture vastly different from Network TV or an advertising
agency. This challenge had more to do with perceived vs. actual creative autonomy and Filcro Media Staffing established
consensus about the autonomy level from the onset to assure that this person would remain with the firm for many years to
come.
The reeducation of staff on technical and creative levels was also essential and we needed an executive who understood
the complete production, development and operations process. Our initial overview of the O&D chart led us to believe that
the firm could save substantial money through adopting a complete workflow process as soon as possible. 1st, 2nd and 3rd
generation equipment spread in many different studios was causing continuity issues that were unnecessary for production
and post production. A proper CMS also needed to be established along with normalization of the content itself.
The SVP of HR was receptive to our approach and gave Filcro Media Staffing full autonomy during the executive search
process to determine the proper skill sets and experience required.
Vice President of Corporate Communications Recruited
A Vice President, Advertising, On-Air Promotion & Production from Florida - USA who was responsible for the on-air look,
design and team management of a major cable TV network, with penetration into over 100 million households worldwide.
This Network Vice President supervised three of the six production divisions of the Cable TV Network: On-Air Advertising
and Promotion, Broadcast Design (Graphic and Animation), and Studio Production / Post Production and managed a highly
respected staff of Network creative directors, writers, executive producers, directors, scenic designers, composers, promo
schedulers, art directors, computer and animation artists, lighting directors, camera operators et al. Yes! Florida?!
The Process

Results
Filcro Media Staffing - Broadcasting & Media Recruitment Practice Groups
Broadcasting and media executive search experience and skill set designations for clients and candidates

Accounting Advertising Sales Affiliate Sales Broadcast Operations
Business Affairs Broadband Closed Captioning Corporate
Creative Services Development Editorial Engineering
Facilities Finance Human Resource IT
Interactive Inventory Legal Marketing
Media On- Air Promotions Production / Post Program Practices
Programming Real Estate Research Sales
Sales Planning Systems Talent Payment Technology
Traffic TV / Radio GMs Our Industry Cares Home Page


At one of the worlds largest advertising agencies his departments were accountable for the creation and production of more
than 3000 commercials, On-Air & Cross Channel Promos, and TV productions annually. They also produced work aired on
or for : USA Network, SyFy, October Films, Gramercy Pictures, Ticketmaster, firstauction.com, and cityauction.com, all
major players in the entertainment and electronic commerce industries, and many headed by Barry Diller.
Prior to the above, the executive was VP of Creative Services & Production and managed the day-
to-day business and creative direction of an advertising / creative services agency. He was
responsible for the development and production of the daily On-Air Promos for The Ricki Lake
Show, theme and weekly music for ABC-TVs situation comedy, Spin City starring Michael J . Fox
(produced by Dreamworks), theme music for ABC-TVs Regis & Kathie Lee, branding partners in
the launch and ongoing image of the MSNBC Network, branding of Madison Square Garden;
created and managed the national advertising campaign of Service Merchandise, among others.
This executive also receive recognition from the industry itself receiving such awards as: ITA Platinum
Award as an Executive Producer People Magazine and Video Review magazine Top Ten Video Picks
Clio Award for Advertising Excellence (Writer - Producer - Director) Peabody Awards Archives (Co-
Writer - Director) Smithsonian Institution Archives (Writer - Director - Producer) International Film
and Television Festival Award (Executive Producer) 2 Grand, 2 Gold, 5 Silver, 4 Bronze International
Alliance of Business Communicators Award (Executive Producer) 1 Grand, 1 Gold International
Television Association (various) Chicago Film Festival (Writer - Producer) Ann Arbor Film Festival
(Writer) Telly Awards (various) Editorial Advisory Board for Video Manager magazine Listed in the Who's Who In
America and the Whos Who In The East Published in: The Hollywood Reporter, J ournal of Broadcasting, Backstage,
Variety, Advertising Age, Videography Guest speaker and panelist at various industry conferences, colleges and
universities.
This executive and his family were relocated from Florida to New J ersey and made a very smooth transition. This executive
has raised the bar for this global financial conglomerate and is recognized as a respected leader in his field.
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