Monster CMO and 1989 Advertising Alumnus Ted Gilvar Receives Inaugural TAI Distinguished Alumni Award
Gilvar seeks to inspire TAI students as well as Monster.com customers
Director of the Temerlin Advertising Institute Steve Edwards, left, with Monster Worldwide CMO and 1989 Meadows advertising alumnus Ted Gilvar.
The Temerlin Advertising Institute for Education and Research (TAI), the first endowed advertising program in the U.S., has bestowed its first Distinguished Alumni Award on Ted Gilvar, chief marketing officer of Monster Worldwide.
Gilvar is a 1989 SMU Meadows advertising graduate who leads global marketing efforts for Monster, a company that pioneered online recruiting and job searches in 1994 and now has a presence in 50 countries.
The award is given in recognition of outstanding professional achievement and continued support of advertising education.
"Ted has opened many doors for our faculty and students over the years for everything from class visits to New York agencies to interviewing our job candidates,” says TAI Professor Alice Kendrick. “He has always been willing to help and to share his considerable expertise with faculty and students alike."
The award was presented to Gilvar at TAI’s 2013 ExxonMobil Lecture Series, at which he was the featured speaker. Gilvar’s presentation gave the audience a behind-the-scenes look at Monster.com’s marketing strategies and philosophy (“Our mission is to inspire people to improve their lives.”). The audience enjoyed video clips from their 2009 and 2010 Super Bowl ads as Gilvar compared the ads’ return on investment with the effectiveness of recent social media campaigns, such as Monster’s “Cool Jobs” initiative, which partnered Monster with well-known personalities such as Alicia Keys, who wanted to hire a head blogger, and world-renowned chef Mario Batali, who was looking for a media production coordinator. The Keys campaign resulted in 295,000 job views and 8,600 applicants; the Batali campaign garnered over 1,000,000 job views and 50,000 applications. Gilvar explained that while Super Bowl television ads can capture one to two million viewers, they come at a far higher price tag – $4 million per 30-second ad in 2013 – than the social media campaigns, which had a higher return on investment for Monster. For example, their Cool Jobs campaign for Formula 1 racing company Marussia collected not only 885,000 views from people living in 113 different countries, but also 480 pieces of media coverage across 14 international markets.
Gilvar visited with TAI students and alumni before and after the presentation.
“If one thing has remained constant throughout our history, it is the desire of so many of our students to be involved with the program after they graduate,” says Kendrick. “Over the decades, it has been a win-win-win situation when they do.”
Director of the Temerlin Advertising Institute Dr. Steve Edwards says TAI was founded on the premise of responsible advertising, and its goal is to influence the future leaders in the field. The award helps point the way. “We want our students to question the status quo and do advertising better. And when we can highlight the careers of successful alumni, current students are challenged to be successful as well.”