Filcro Media Staffing reporting to the Senior Vice President of National Advertising Sales

Client

Viacom's goal is to be the world’s leading, branded entertainment company across television, motion pictures and digital media platforms. The Viacom 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, Viacom is positioned to achieve continued global success.

Search

To identify a Director of TV Advertising Sales Research to be based in New York City, NY - USA.

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.

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 proactively hold training seminars for a group of 43 associated with research and research support in a multiplex environment. 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 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, Wireless and Place Based platforms in New York, Los Angeles, Chicago, Miami and Detroit. 

Industry and Sector inclusion for Universe Compilation

• Broadcast Television
• Cable Television Networks
• Digital Media Networks
• Motion Picture Studios
• Advertising Agencies
• Media Conglomerates
• Suppliers of Media Research Metrics and Analytics

Solution

FMS proceeded to identify senior TV Research professionals with specific broadcasting sales research experience in organizations that serviced and mirrored the Networks’ structure, business units, media platforms 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 candidate identified

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.

This 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.

This executive had previously setup modalities that were being sought in the client company and was responsible for mentoring four 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.

Summary

The research executive 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 research tools to their sales organization and clients across four media platforms.

Revenue has been enhanced and the costs or research and research materials have been lowered based of efficacy with primary research as opposed to secondary.

Filcro Media Staffing - Media And Broadcasting Executive Search - Director TV Network Research Case History URL of this page: http://www.executivesearch.tv/html/tv_research.html

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