Filcro Media StaffingFilcro Media Staffing Broadasting Executive Search Services Offered and Media Management Consulting Firms for Broadcasting Firms by Filcro Media Staffing Tony FilsonFilcro Media Staffing
Filcro Media Staffing

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This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer in Charge of Search to recruit a Vice President of TV Network Digital Advertising Sales to be based in New York City.
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Position

Vice President National Advertising Sales - Integrated Media

Platforms

Cable TV, Satellite TV, Mobile, Online, OTT, OEM

Offerings

  • Traditional TV Advertising
  • Sponsorship & Network Tentpole Events
  • Mobile / Online / Digital Ad Nets
  • Social Networking
  • OEM Integration
  • OTT Channels

Based

New York, NY  10019 - USA

The Broadcaster

 Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer in Charge of SearchA multicast multiplex cross-platform TV Network with advanced modality in areas relevant to monetization, dissemination, technology and broadcast industry integration to optimize advertising sales associated with (8) eight media platforms.  It is the noted leader in their genre in one of the most competitive spaces across all their platforms in domestic and international markets.

Direct Report

Executive Vice President Sales (EVP)

Officer in Charge

Tony Filson - Filcro Media Staffing

Client Situation

The Executive Vice President and President of Network Sales was seeking change agents to assume leadership and enhanced revenue roles across the TV Networks’ sales offices in New York, Los Angeles, San Francisco, Detroit and Chicago.

The firm was first charged with New York and asked to identify a Vice President and Director of national advertising sales.  This case history profiles the identification, recruitment and attraction of the Vice President that actually took place, subsequent to Filcro Media Staffing also recruiting the new Director of National Advertising Sales East Coast. 

Solution

Based on Filcro Media Staffing’s prior experience recruiting for each individual media platform and also for integrated TV Network media platform executives, Tony Filson as Officer in Charge of Search opted to start with digital revenue goals associated with each channel/multiplex channel for the Networks and initiate universe compilation based on the revenue objectives of the Network EVP of Sales.

Tony Filson directed Filcro Media Staffing’s recruitment research staff to break down New York markets based on the advertising agency and direct client spends across the business and industry verticals relevant to the demographics of each of the Networks’ channels associated with each digital platform. Combining these numbers offered many challenges as in some instances mobile and online numbers were integrated as were TV / Digital ad spend dollars that sometimes overlapped with OTA, MSO and Satellite. Some dollars were also stripped out of Network On-Air spend. Deriving social networking numbers “as drivers” was also a challenge as many of these metrics were in non-rated environments.  Tony Filson opted to look at the new VP as a player coach and separate the numbers accordingly to coincide with the Network sales budget and Network revenue goals while maintaining weighting towards genre and revenue gaps the EVP wanted to fill from an agency and direct client perspective.  

As the firm had also been retained to recruit in Los Angeles and Chicago we opted to identify the New York Director of National Advertising Sales first when an exceptional Director was identified that represented “substantial revenue”.  Based on the proximity of the firm’s executive offices, the advertising agencies and the higher expectations of revenue budgets from New York, this was logical and proved to be effective from a process perspective even if we had to relocate the National Ad Sales Director to New York.  The EVP appreciated the fact that the firm did not miss this opportunity and seized the moment.

Monetization was no doubt Filcro Media Staffing’s primary focus here but the Vice President also needed to build an esprit de corps that would require immediate attention.  The EVP made it clear that the work environment should one that attracts sales professional based on a positive reputation in the industry that rewards success.

With the multitude of B2B, B2C & C2C offerings we needed a Vice President who could hit the ground running as they would have to hire additional staff as Sales Managers, Directors, National Account Executives and Sales Support staff once initial budgets were met.  With so many opportunities for traditional digital ad sales and sponsorship revenue for the TV Network and Digital tentpole events it was essential that this Vice President of Digital Sales was able to recognize opportunities that most advertising sales executives would not capitalize on based on the need to establish strategic partnerships with senior level executives at the advertising agencies and direct with clients on the CMO level.  This Digital Sales VP would need to create opportunities and work cohesively with TV Ad Sales in a manner that benefited ON-Air and On-Line budgets in a reciprocal manner.

VP’s as player/coaches in each geographic (East/West/Midwest) Vice Presidents in this firm have to work with ideation, RFP response, traffic, inventory, sales budget, training, sales planning, upfronts and research resources that all needed to be utilized and constantly optimized based on market conditions.  The internal relationships could be complex with TV, Motion Picture, Music, Radio, Entertainment and other sister companies that could offer revenue opportunities. The Vice President in New York had to understand the importance of building solid relationships so each platform, ad agency, client and the consumer were involved in seamless assimilation and dissemination of everything required to drive a successful world class sales organizations’ business goals.

One concern of Tony Filson was the optimal mix of clients and agencies to support such the diverse offerings of the TV Networks and not overlap with the current Director and Account Executives.  As examples: CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic, Financial and Gaming would lean towards specific genres and in some instances, day parts and rotations with different media contacts at each agency.  The Digital music offerings had their own challenges too.  R&B, Country, Rock, Jazz, Latin, Pop, to name a few would no doubt offer individual challenges and advantages.  Finding a person with the right agency and client mix, without conflicts, would be essential. 

Filcro Media Staffing’s recruitment experience directly related to this search was essential top bring this to fruition. The firm to  completed the search ahead of the proposed schedule and the EVP was very pleased. 

The New
Vice President

The new East Coast Vice President of TV Network National Digital Advertising Sales recruited by Filcro Media Staffing was hired by the EVP from an initial pool of 42 candidates, placed into 3 tiers, with 3 candidates ultimately making it into the first tier based on 18 variables. 

With 20 years of combined media sales work experience the new Vice President was a well honed advertising sales executive with exceptional leadership skills and a rain maker.

Tony Filson as officer in charge of the search had recruited other executives from the same firm in the past and was drawn to the environment knowing the O&D charting of the sales organization, culture and budgets.  This was a distinct advantage for the EVP and the Network in meeting the firms’ deadlines.   Filcro Media Staffing had no conflict of interest nor was the new Vice President employed at a firm that had retained Filcro Media Staffing within the past year.

Most currently the new Vice President worked for one the largest media and entertainment conglomerates in the world and his client/agency roster was a perfect match as was the revenue he produced and managed to meet the TV Network Digital revenue goals for the East Coast.

Coming from a multi-billion dollar media and entertainment brand the EVP and the new Vice President had a great deal in common with their revenue expectations and the process to accomplish their revenue goals.  There was a tactical and strategic meeting of the minds that would form a strong foundation to exceed budget expectations the first year. 

What pleased the EVP was the unique fit this new Vice President was from so many perspectives. Not only had he worked in OTA, Cable and Satellite, his Online, Mobile and Social Networking integration was outstanding.  It wss also the cultural fit.  Even with stellar references on four different levels and industry accolades, the EVP made the new VP prove and justify the autonomy he would be granted was warranted. 

This was a fun and rewarding executive search for everyone involved.  Even with the busy schedule of the EVP and the President of Network Sales, Filcro Media Staffing managed to bring this search to fruition at the cadence promised and 3 weeks ahead of schedule.

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International media and broadcasting executive search firms across multiple media platforms. Tony Filson Officer in Charge of Search Filcro Media Staffing International - Copyright 1985 - 2016 All Rights Reserved. http://www.ExecutiveSearch.TV  Filcro Media Staffing, Inc.