Goulden Joins EMC for Global Marketing

BOSTON — David Goulden has joined EMC as executive vp, global marketing and business development. He reports to Joe Tucci, president and CEO of the troubled Hopkinton, Mass., data storage company.

Goulden will oversee all marketing and advertising efforts, succeeding David Donatelli, who moves to evp, storage platforms operations at the company.

EMC spent $3 million on ads in the first four months of 2002 after spending nearly $20 million for all of last year, according to CMR. Havas-owned Arnold, Boston, creates EMC ads on a project basis, using the tagline, “Where information lives.”

Goulden joins from Getronics, an Amsterdam-based IT services company. There, he served as president and COO for the Americas and Asia-Pacific, a role he assumed after its 1999 acquisition of Wang, where he had served for about 10 years in numerous positions, including as president of U.S. operations. Hill, Holliday, Connors, Cosmopulos of Boston in the 1980s and early-90s helped build Wang into one of the first powerhouses of the computer age.

Hill, Holliday generated some controversy three years ago when EMC last held a review. The Interpublic Group agency was bounced during the semifinal round of the competition as CEO and chairman Jack Connors, according to sources, unsuccessfully sought to leverage his ties to then EMC chairman Richard Egan to help the shop advance.

Given the company’s current state of affairs — EMC posted a loss of $500 million and saw its sales slip 20% in 2001 — it is unclear how large a role advertising will play in the near future. Arnold was taken off retainer and placed on project status by EMC as the year began.

Goulden could not be reached, but an EMC representative said no agency review or switch is planned at this time.