Filcro Media Staffing Executive Search for TV On-Air Promo Executives

    Vice President On-Air Promotions
   1st Tier Cable TV Network

Executive Search Vice President On-Air Promo
Reporting to  TV Network President and CEO
Search Firm Filcro Media Staffing and Tony Filson as
Officer in Charge  Tony Filson
Client  1st Tier Cable, Satellite, OTA and OTT Digital Platform Multichannel Multiplex TV Network(s)

Client Situation

This noted global merchandiser needed to enhance international brand awareness by upgrading their production values across multiple media platforms.  This executive would work in conjunction with retail, on-air, interactive and their print (magazine) divisions to meet new standards to integrate merchandising with prime time TV programming.

The Network President wanted to create an On-Air-Promo environment that could substantially raise production values and regular programming by bringing continuity to branding across all their on-air and digital platforms.  The Network affiliates to date were running promos but the efficacy was not evident.  After reviewing the Network's current OAP inventory it was apparent to everyone that much ould be done with On-Air and Online promos to enhance the Network’s On-Air image if proper OAP leadership could be attracted to the Network.

Of great interest were also a number of print publications that the Network needed to revamp.  The print production and creative teams would also be looking to this new Vice President for integrated branding on the publication's associated web sites, mobile applications and within the magazines themselves.  Digital would now be the primary driver vs. secondary for even their most successful magazines.

The Network required a Vice President of On-Air-Promo who was not myopic and could lead a “New Branding” initiative across all the firms media holdings and media platforms.

Executive Search Industry and Sector inclusion:

• Television Broadcast Networks - OTA
• TV Station Groups
• Cable TV Networks
• Advertising Agencies
• Network & Syndicated Programming
• On-Air Merchandising | Retail Merchandising In-House Promo
• Independent Producers

The Network President & CEO acted as point of contact.  It was requested that Tony Filson (TF) function as Officer in Charge (OIC) of Search to conduct the national search to identify, recruit and attract the Vice President of OAP.

Filcro Media Staffing is Retained

The Filcro Media Staffing Officer in Charge of Search Tony Filson met with the Network CEO and commenced.  The Network CEO voiced praise for a number of PROMAX award winners and Networks whom he felt had effective, creative and compelling OAP.  Setting the bar exceptionally high he wanted a person who could express longevity, take on a change management and allow his contemporaries in other departments to follow his or her creative lead.

Current outside vendors providing OAP inventory were prohibitive financially and precluded the intimate creativity and immediate relationship the CEO wanted.  It was clear that On Air Promo, Affiliate Relations, Sales, Marketing, Programming, Creative Services, Production and Post would all benefits from a more hands-on Vice President of OAP who brought multiplatform, multiplex experience to the Network with the creative development, production, post production and writing standards he wanted.  

Challenges facing the Senior Vice President of OAP

• Change Management OAP & Cross-Functional Teams
• Best Practices and Workflow Adaptations for Digital Platforms
• Adaptation of Cross Platform Technology
• Upgrading Creative Product, Writing, Production and Post
• Bringing New Network Production Standards to TV Merchandising Normally Associated With Prime Time Programming
• Continuity of On-Air, Mobile and Online Creative Products
• Upgrading Overall Network Production Standards

Filcro Media Staffing’s Recruitment Solution

Filcro Media Staffing proceeded to Identify the "best in industry" PROMAX award winners and current TV Producers with a proven record of success in creating content that could benefit the TV Network.  The search universe was very specific.  We recruited from environments that expressed consistent growth based on genre and production standards similarities with heavy top 50 DMA efficacy but penetration into all 200 DMA’s.  On the advertising agency recruitment roster side, we explored everything with the exception of automotive and adult beverage.

The executive was identified, recruited and attracted ahead of schedule as there was an incumbent at the time.

Filcro Media Staffing had to recruit confidentially in an intimate national market.  The executive and his family were relocated quickly and became acclimated in a brief period of time.   This search was a great success, even with the need for total confidentiality.

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