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Graciela Benvenist

Graciela Benvenist

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TRENDSETTERS: BlackRock's Graciela Benveniste Talks About Content, Media and Data Now.

The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.

Graciela Benveniste recognizes that people are experiencing an inundation of information now. She also admits that consumers now expect brands, particularly financial services, to help with analysis and trends on everything from the global economy to personal finances.  

As Global Head of Media at investment management corporation BlackRock, the world's largest asset manager, her role is essentially to provide the right message to the right audience at the right time.  She is particularly sensitive to that fine line between a message’s relevance and its frequency, or perhaps more accurately said, as the effects of its "over-exposure."  Her role is daunting in the best of times and is particularly challenging today.  

However, Graciela has built a career around digital media best practices in both the U.S. and throughout the world.  She understands the importance of developing a data-driven marketing strategy that can provide measurable results, particularly return-on-investment.

To hear more from Graciela Benveniste, tune in to our Trendsetters podcast as she discusses how media helps BlackRock demonstrate its dedication to helping its clients, employees, shareholders and communities—particularly now.  CLICK HERE.

In our conversation, we discuss the following:

  • The importance of harnessing value from data.
  • Understanding the triangulation of content, media and data.   
  • The importance of ensuring that messages are useful to consumers.
  • As more people trust information from experts, how is thought leadership affected?
  • Why brands should play a supportive role now through both empathy and respect.
  • How working remotely is not only more collaborative, but it is also a great equalizer.

The Internationalist was founded to help better understand the "reinvention of marketing" by connecting the people and ideas in international advertising and marketing.  Our Trendsetters eNewsletter lives at the heart of this Internationalist mission as it spotlights a person and an idea in international marketing.  Over the last decade, we have amassed hundreds of profiles of extraordinary individuals and their groundbreaking work on our website. 

We've learned that there's interest in hearing the voices of these marketers directly, which gave life or our TRENDSETTERS podcast, now part of the Success Made to Last Network on Blog Talk Radio. Started by an Executive Producer with a past marketing/branding career at Procter & Gamble, PepsiCo and General Mills, the network boasts nearly 1 million listens in the US.  

If you'd like to learn more about The Internationalist's Trendsetters podcast series, here's an introduction to the show.

Graciela Benveniste has been the Global Head of Media at BlackRock for one year.  Her prior role was Vice President of Digital Media and Video at L’Oréal, where she partnered with the company’s CMO and SVP Media to strategically develop and drive the digital media vision for the Beauty Giant in the U.S.  

She also served as Global Media Director for Red Fuse, the dedicated WPP agency created for Colgate Palmolive.  There, she worked with the company’s VP of Integrated Communications to set the global vision for media and enable its deployment across 60 markets.

Graciela also spent several years in London as Director, EMEA at Wavemaker (then MEC) where she coordinated the network offices in Europe to deploy Sony Ericsson’s regional communications strategies and drive the local teams’ digital acceleration.  Her earlier role at the agency was Digital Account Manager—working with Colgate Palmolive, XEROX, easyCruise, Citibank, Apivita, Chanel, Canderel, Volkswagen, Novatis.