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Search Director Advertising Sales Research
Based New York, NY - USA.
Officer in Charge Tony Filson
Search Firm Filcro Media Staffing
Search Group Media Research
Reporting to Senior Vice President National Advertising Sales
Client
The goal of the world's leading, branded entertainment company across television, motion pictures and digital media platforms is to excel in qualitative and quantitative data analysis. The focus is on consumers, enhancing existing brands, developing new brands and executing on multiplatform strategies to reach objectives and sustain growth. By capitalizing on creative strengths and deepening relationships with audiences, advertisers, distribution affiliates, talent and licensees, the firm is uniquely positioned to achieve continued global success in competitive media markets.
Client Situation
The Senior Vice President of National Advertising Sales was seeking an addition to staff based on a distinct need to service a growing and diverse media sales population across multiple media platforms for multicast dissemination.
This Director would need to create new qualitative cable network analysis reports and improve the research department's work flow process to shorten the request-to-report turnaround time.
This executive would have to be proactive and hold training seminars for a group of 43 associated with research and research support in a multiplex multicast environment of advertising and sub driven properties with multiple associated digital sites for broadband and mobile. A broad understanding of technology associated with the assimilation and dissemination of research data would be essential as this person would be developing primary research to supplement secondary resources.
The development of enhanced primary and secondary media metrics and analytic tools for Network sales was also essential. The current system did not combine ideation and needed to be a one point solution for sales staff across TV, Interactive, Mobile and Place Based DOOH platforms in New York, Los Angeles, Chicago, Miami and Detroit as well as unique opportunities with venues not in primary media markets. The goal was to establish primary sources beyond secondary C3/C7.
Industry and Sector inclusion for Universe Compilation
- Broadcast Television
- Cable Television Networks
- Digital Media Networks
- Motion Picture Studio
- Advertising Agencies
- Media Conglomerates
- Suppliers of Media Research Metrics and Analytics
- Venue | Place Based DOOH with Digital Dissemination & Assimilation
The Filcro Media Staffing Solution
Filcro Media Staffing proceeded to identify senior TV and cross-platform research professionals with specific digital and broadcasting sales research experience in organizations that serviced and mirrored the Networks’ structure, business units, media platforms, multicast and multiplex modality and culture.
Directly recruiting from the identified targets was the most effective modality. Conventional awareness through print and Internet sources was not effective on any level. The candidates we were seeking to recruit were currently employed and happy in their current positions. Aggressively targeting a well researched universe ultimately brought this search to fruition.
Successful Director of Research Recruited
A current Director of media research from the largest provider of TV Network analytics in the world who had previously worked for a 100 million subscriber cable TV network with Sub and Ad Sales monetization components.
This media research executive had managed staffs as large as thirty-five and was responsible for creating training and research process programs that were highly effective in optimizing revenue based enhanced analytics that were superior in accuracy.
Developing primary research sources of media analytics as well as honing secondary data were strong components of this research executives experience. His capacity to quickly review media data sources for accuracy enabled him to optimize return for media sales executives in the field and minimize potential ADU and or makegood scenarios across broadcast and digital.
This executive had previously setup media research modalities that were being sought in the client company and he was responsible for mentoring four research employees to the extent that he afforded the network succession planning options that have been utilized successfully on the Manager, Director and Vice Presidential levels. This building of research resources and people was a true testament to his capacity as a leader.
On the Manager, Director and Vice Presidential levels he created a customer service oriented research environment that was utilized based of ease of use, accuracy and ultimate efficacy. This building of media research resources, media research technology and media research personnel was well above the industry mean.
His noted reputation as an industry pioneer with analytics and media metrics across numerous media platforms assured current and future success in a multiplex that disseminated across (8) eight media platforms.
Executive Search Summary
The media research executive recruited was successfully attracted and did not require relocation.
He has made great progress in transitioning the Network into a state of the art provider of media research tools and analytics to their sales organization and clients across all media platforms and affording the Network the opportunity to monetize RFP’s and sales plans as never before.
Revenue has been enhanced and the costs of research and research materials have been lowered based on in-house efficacy with primary research as opposed to paying premiums for secondary data that fell short of allowing agencies and advertisers to see the true value in the desired Network broadcast and digital audiences.
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