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  • 7/29/2019 Filcro Media Staffing Media Staffing for TV Sales and Media Advertising Sales

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    o Media Staffing advertising sales media staffing for the media industry

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    Media Sales

    Local, Regional, National and InternationalMedia & Broadcasting Sales

    Advertising, Direct Response, Sponsorship, Technology

    Filcro Media Staffing provides international, national, regional and local market recruitment of CROs, CSOs, PresidVice Presidents, Directors, Managers and Account Executives of advertising, direct response, media technologsponsorship sales. Sales Case Histories

    Filcro Media Staffing recruits media sales executives for varied combinations of media platforms, media prod, assimilators and disseminators. The firms media sales recruitment experience attracts highly talented mediaexecutives to function on every strategic and tactical level for single or multicast media platforms and their assomedia product monetization.

    Broadcast TV Cable TV Mobile DOOH Gaming

    Social Networking Radio Outdoor Online Music

    Search Engine Print Satellite Place Based OEMs

    Filcro Media Staffing headquartered in New York City recruits complete international, national, regional or local adforces and their required sales support and back office services structure anywhere in the United States for domestiinternational markets.

    When identifying, recruiting and attracting a single key sales executive for leadership or an entire national sales force Media Staffing utilizes proven methodologies to recruit and attract advertising and media sales executives. A honed "sales profile" combined with over twenty-five years of media and broadcasting industry sales recruitment expe

    assures proper and timely identification. Hard and soft skill sets are analyzed on three levels to determine currefuture capacity for each sales executive. Filcro Media Staffing is one the most effective media sales executive searchin the world.

    Filcro Media Staffing begins each media sales executive search with a complete understandinclient's current markets - local, regional, national or international. Filcro Media Staffing uticlient company's current media brand penetration of markets through metrics such as SDMA's, uniques, category specific verticals, platforms and revenue to determine recrustrategies. The firm then relates current budgets to an "ideal" and identifies the sales execwith the proper management skills, client relationships, agency contacts and industry experien

    facilitate the growth desired. Talented media recruiters that specialize in media sales compile extensive search univerrecruit, tier and present in an expeditious manner.

    When confidential change is a consideration, Filcro Media Staffing provides the sensitivities and experience totransitions seamless without industry or internal awareness.

    Skilled sales executives are identified that manage entire sales organizations, the development of sales staff, sales tr

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    Global CRO Chief Revenue Officer

    Music Media & Entertainment

    Music TV, Music Radio ,Music Merchandising, Music TV Networks, Music Production, Music Licensing and MusicPublishing assets and monetization

    Based New York, NY - USA

    Executive Search Firm Filcro Media Staffing

    Officer in Charge of Search Tony Filson reporting to the CEO and Investment Bankers

    Client U.S. holding company acquiring multinational music and music entertainment assets.

    Search Chief Revenue Officer (CRO) - Global Markets

    Client Situation

    Recognizing opportunities for music related content and merchandising this media holding company was formed to aunder performing assets in and related to:

    Music ProductionMusic PublishingMusic Artist RelationsMusic Video ProductionMusic Entertainment BroadcastingMusic Dissemination: TV, Mobile, DOOH, Online, OD

    The goal is to combine content and platforms across all music genres to provide alternative assimilation that coincidethe firms proprietary technology and intellectual property.

    programs, ad sales services, new business development, sales technology management, budget development, onlinmulticast integration, sales planning, research, affiliate and digital / multicast network relationships and much more.

    When Filcro Media Staffing identifies an advertising sales executive, they are uniquely qualified. We enhance revenumake positive changes from a tactical and strategic perspective by utilizing specialized recruitment methodologies thaspecific to the monetization of the media and broadcasting industries. Monetizing media assets links .

    To browse through media and broadcasting advertising sales executive search case histories conduby the firm please utilize this link. For the Tony Filson OIC Roster this link

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    Mobile Cable TV & MSO Broadcast TV Radio & Music Online Multicast & OEM DOOH

    Filcro Media Staffing

    Broadcasting Executive Search Reviews

    Executive Search Committee Member(s) Industry and Sector inclusion

    Investment BankingCable & Broadcast TVBroadcast & Digital RadioTechnologyMusic PublishingMobile and Broadband

    The CEO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search to idthe new CRO.

    Filcro Media Staffing is Retained

    The Filcro Media Staffing Officer in Charge of Search, The client CEO and a Managing Directhe investment bank met in New York to discuss current media holdings and those being acqu

    Filcro Media Staffing was engaged to identify the new CRO and to staff all front and back offNew York, Los Angeles, Chicago and Miami. Once the domestic markets were staffed, the firminstructed to identify XVP level personnel for the U.K. ; EU ; Asia ; South America and The ME

    The Music Media Networks will launch at a cadence dictated by acquisitions and monetizatinfrastructure facilitated by new technology that merges cross-platform assimilationdissemination of music entertainment.

    Challenges Facing The New CRO

    Guidance during the acquisition of media assets.The merging and transformation of the acquired companies and their technologies as revenue drivers.Establishing channels and modalities that utilize the companies proprietary technologySetting new standards for sales planning, digital networks, ad agency and affiliate relationships in a multinasales organization.Review and identify key personnel with the ability to work with totally new offerings that undercut all current of music assimilation across 10 media platforms.

    Filcro Media Staffings Recruitment Solution

    Based on Filcro Media Staffings exposure to TV, Music, Technology and Media Merchandising is was determined thproper CROs to recruit to monetize the organization were limited to 5 domestic and 3 international organizations. assurances from the CEO that the search could be conducted by market driven factors, (3) three of the (8) were deappropriate and ultimately the merger of another media company facilitated the ability to attract our ideal at the cadrequired for a 2013 launch.

    Successful CRO Recruited

    This emerging and unique entity will formally launch in 2013 under the guidance of a highly skilled CRO responsigenerating many billions of dollars of music and entertainment revenue. Due to the competitive nature of this spahave limited this review. Thank you.

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    Chief Sales Officer (CSO)

    Search Chief Sales Officer / Executive Vice PresidentClientGlobal Media and Entertainment Conglomerate.Based New York, NYSearch Firm Filcro Media StaffingOfficer in Charge Tony FilsonReporting to Chairman of the Board

    Client SituationAn executive search committee was formed consisting of representation from each primary constituto identify an executive search firm to conduct the national search to identify a new global CSO/EVP. Objectives: GMonetization and Media Asset Acquisition

    Executive Search Committee Member Industry and Sector inclusion

    Television BroadcastingTelecommunications

    Motion PictureMedia Ratings AnalysisMusic Publishing and ProductionSocial Networking

    The executive search committee (ESC) unanimously voted to retain Filcro Media Staffing (FMS).

    Filcro Media Staffing is Retained

    Filcro Media Staffing with Tony Filson as Officer in Charge of Search (OIC), met with the ESC and commenced withsearch by first reestablishing a consensus of the committee based on Filcro Media Staffings experience with sisearches for senior level media sales executives. The diversity of the business, technical and creative constituenciethe executive search committee caused debate as to whom the ideal CSO would be. After Filcro Media Stapresented compensation and media platform budgets from previous searches in NY, CA and IL, the ESC agreed onkey experience criterion to be utilized for universe compilation.

    Filcro Media Staffing was provided a strategic overview of where the board would like to see the firm from a structuralrevenue perspective within 1-3 & 5 year increments. TV, Online, OEM and Mobile platforms were compartmentassure that the budgets desired were realistic.

    Some of the challenges facing the new CSO / Executive Vice President

    Establishing offices in New York. Los Angeles, Chicago, Mexico, South America and EuropeHiring sales staff and leadership for all officesCreating a domestic and international sales operations infrastructureInitiating domestic and global revenue share agreementsSetup digital ad network relationshipsStreamline costs associated with business, technical and creative assetsVendor Partnerships - Content Relationships

    Filcro Media Staffings Recruitment Solution

    Filcro Media Staffing proceeded to Identify the "best in industry" CSOs; EVPs and SVPs from appropriate menvironments with a proven record of success in building solid infrastructure of companies with similar revenue genergoals in global digital and broadcast media markets.

    As the board had setup 1-3 & 5 year revenue goals it was essential that the CSO had exhibited efficacy in multiple phof revenue growth in the tens to hundreds of millions of dollars at a similar cadence with startups or acquired massets rolling out with similar distribution across the same combined media platforms.

    The board required expeditious recruitment results to meet revenue projections to assure that the acquisitioncompetitor could take place the following year.

    Successful CSO / EVP Recruited

    A CSO / EVP was identified, recruited and hired with both startup and global media conglomerate experience across tmedia platforms. This executive had led and grown teams in the $20 Million to $600 Million USD ranges.

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    Filcro Media StaffingBroadcasting Executive Search Reviews

    Mobile Cable TV & MSO Broadcast TV Radio & Music Online OEM & Multicast DOOH

    From a cultural perspective the executive was well suited to work with the president of each respective operating groutechnology and creative areas.

    The new CSO / EVP was quick to setup US and international operations and the agreements desired by the board inwith their business plans. The proposed acquisition of media assets was facilitated.

    Filcro Media Staffings OIC Tony Filson was complemented by the board for identifying an executive who exceeded expectations. Subsequently, Filcro Media Staffing was asked to staff all sales and sales support staffing in New YorkAngeles, Chicago and Miami.

    A Filcro Media Staffing technology sales executive search case history for review

    Media & EntertainmentTelevision Network, Radio, Music and Digital Watermarking Technology

    EVP / Senior Vice President National Broadcasting and Media Technology Sales

    Search

    EVP / Senior Vice President of Domestic and International Broadcast Technology Sales. The CEO wanted to idenexecutive who could play dual roles as an EVP of strategic development and SVP of Sales as the sales organizationsbuilt-out globally.

    Based New York, NY - USASearch Firm Filcro Media StaffingOfficer in Charge Tony FilsonReporting to Executive search committee in New York, NY and client company CEO and President in San Diego, CA

    Client

    A world leader in the development and implementation of technical work- flow and technology solutions for the industries focusing on the copyright management, royalty distribution, E-Commerce, information, marketing and pdistribution needs emerging from the confluence of the entertainment and media industries.

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    The firm holds a significant patent portfolio of proven watermarking technologies and applications which have emergthe core media technology components for broadcast copyright protection architectures being developed for new media formats, CMS content management and broadcast distribution systems. Selected as the worldwide industry stain copy protected Digital Audio and for the Secure Digital Music Initiative (SDMI), which has developed an architecturspecifications for playing, storing and distributing digital music and other media content, the was poised dominate avideo and data watermarking.

    The company offers media technology verification solutions spanning all media platforms, from broadcast and cable

    to the Internet and a broad spectrum of physical formats from analog to digital consumer media disposables. Motion PStudios, TV Broadcasters, Digital and Mobile Media Companies would all benefits from the firms technology, integseamlessly, through IT work-flow solutions.

    Client Situation

    An executive search committee was formed consisting of representation from each primary constituency to identexecutive search firm to conduct the national search to identify and recruit a new EVP / Senior Vice PresidTechnology Sales. The CEO based in San Diego, CA met with Filcro Media Staffing in New York prior to retaining thand asked that Tony Filson conduct the search as Officer in Charge (OIC) and meet with the executive search commit

    Executive Search Committee Member Industry and Sector Inclusion:

    Television BroadcastingRadio Broadcasting

    AdvertisingMusic Production & DistributionNetwork & Syndicated ProgrammingThe Marsh & McLennan CompanyJP Morgan Investment BankingMajor Consumer Electronics Manufacturers - OEMs

    The executive search committee and the investment banks with the CEO

    acting as point of contact, met with Tony Filson and retained Filcro Med

    Staffing. Tony Filson functioned as Officer in Charge to recruit the new

    / SVP of Global SalesFilcro Media Staffing Once Retained

    Filcro Media Staffing Officer in Charge of Search Tony Filson met with the CEO and commenced with the search breestablishing a consensus of the search committee based on Filcro Media Staffings experience with similar searchedesired skill sets. There were varied opinions with regard to tactical and strategic weighting and autonomy. It was impthat these issues were addressed prior to commencement. It was the opinion of Filcro Media Staffing from the onset talented pool of appropriate executives could be drawn from New York City and that a corporate relocation couavoided even though the primary technology sales centers for the industry were operating out of two California geograp

    Filcro Media Staffing was provided with organizational charts and overviews of operations and personnel in New YorkNY; San Diego, CA; Los Angeles, CA and Chicago, IL. The O&D Charting provided by human resources gave great iinto what strategic changes would be required to enhance the effectiveness of the current technology sales forcenew EVP/SVP would have to be a skilled change-agent with acumen and experience more aligned to the modalityglobal Fortune 50 for the sales efficacy the board was seeking .

    The executive search committee gave full autonomy to the CEO and Filcro Media Staffing during the initial phuniverse establishment and tiering. It was not until the final (4) four candidates were identified that the ESC as a wparticipated in the interviewing process. The established hierarchy of desired skill sets and industry experiencchanged once, with the key factor being a balance of strategic and tactical acumen. The fact that Filcro Media StaOIC Tony Filson reported to a single CEO and not the entire ESC enabled the final group of 1st tier candidates established and identified very quickly. Even with the re- weighting, all four of the candidates provided were consqualified to assume the role.

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    Filcro Media Staffing was fortunate to have such an active CEO participate during the search who was so articulatenthusiastic about the opportunity. This new executive was to be identified as the CEOs ideal also as part of the Csuccession plan.

    Due to industry positioning / pending litigation / prior practices and venture capital financing issues the search requvery well rounded EVP/SVP who would play more of a strategic role then tactical as would be the norm in other ssales environments. An executive had to be identified that could change the entire sales function from the ground upvery brief period of time. With personnel changes, training and best practices all requiring immediate attentionincreasing sales production. The board needed an executive with prior experience within marketing and sales developof core practices in related media environments that initiated systemic changes in targeted client relationshipsexperience could come a compilation of industries provided the Motion Picture, Television, Broadband and Music indsales channels could be monetized within the desired 1-3 & 5 year sales budgets proposed.

    Challenges Facing the New EVP / SVP

    Change ManagementBest PracticesSales Services & Sales OperationsAdaptation of Technology to Client NeedsSales TrainingFinancial Management and Budget ControlsInternal Marketing - Sales RelationshipBoard of Director Reporting in an Evolving and Changing Board

    Filcro Media Staffings Recruitment Solution

    Filcro Media Staffing proceeded to Identify the "best in industry" EVPs / SVPs with a proven record of success icreation of profitable revenue in the targeted media environments that this executive and his staff would be cultivExposure to content providers, producers, media companies, advertising agencies and advertisers (GM, Coca Cola, McDonalds, Paramount), and other targeted customer groups that could utilize this media technology would be essenti

    An executive capable of focusing on broadcast data products while also servicing and selling to broadcast adverbroadcast networks, music and media content programming concerns was essential. As profit margins were higspecific media platforms and delivery systems the new EVP / SVP should be someone to capitalize on these advantag

    The growth of licensing revenue from the company's rights management software was of particular concern to the OICshared function could cause the new EVP / SVP if not completely capable of delegating with authority to lose autonotechnology revenue generation. We needed an executive who had prior broad and diverse reporting responsibilities past with product development interaction, supply chain and global distribution.

    With the management of the entire sales organization in New York, Los Angeles and Chicago consisting of VPs, DireManagers, sales support and customer service all falling to this new executive we needed an executive who washands on who believed in an open door policy. Creating a new budget, sales quotas, sales objectives, sales inceprograms, development of transparent pricing and reporting on a weekly basis to the board of directors were essentiwe wanted an executive who would have a brief learning curve consisting primarily of culture and current clients vs. taacumen.

    The investment banking contingent from JP Morgan and Marsh & McLennan were insisting on an executive with

    financial controls experience. Not only would this executive be establishing incentives for the sales force, they woulbe involved in attraction and retention which gave them control of stock options. Maintaining revenue projection estimand translating that data into systemic programs for the sales teams again required a person who had built aorganization from inception to sell to media companies like:

    The firms department heads seemed at odds in the beginning to acquiesce control of their failing practices. The OICfelt that an executive who was a strong external team builder who could gain consensus by empowering managers be needed immediately.

    From a strategic perspective this media executive would have to establish International joint ventures to expand ginto (3) three primary media markets. The OIC felt that prior experience in managing multiple domestic and internaoffices would be essential.

    Successful New EVP - SVP Recruited

    A Senior Vice President form one of the worlds largest advertising agencies was identifie, recruited and attracted by Media Staffing. He was a global brand builder with proven successes in integrated brand communications and in manpeople and practices all over the world.

    He built successful brands for major marketers in multinational markets for (Procter & Gamble, Dell, Danone, SmithKline, Merck, Mattel and Novartis). Leading brand businesses both globally from New York and on the ground inEurope and Latin America he managed (hiring, training and motivating) people with diverse backgrounds.

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    Mobile Cable TV & MSO Broadcast TV Radio & Music Online Multicast & OEM DOOH

    His success with initiating integrated brand communications for both traditional media and media technology compwas an ideal fit for the client company based on what they demanded from the Marketing / Sales balance of experienc

    The New EVP / SVP Filcro Media Staffing recruited led the integrated brand communications ofPringles internationally and managed five regional teams (Europe, Latin America, NortheasGreater China and Asia Pacific). Provided consulting support to the Oracle Group (Technologmanagement of its global business. Led the Orientation account (Technology) and its mar

    strategies and contributed significantly to making Pringles, P&Gs most integrated brand, (sales grew +20% annually to$2 billion, one of the top five P&G brands). He also initiated holistic strategy tools for Pringles and implemented an arservices under its wing while he developed revenue models and contributed to winning some the largest technologconsumer product clients in the industry.

    He led the account and strategic planning groups, new business efforts and operations for

    person agency and led all services for P&G, Dell, Glaxo, SmithKline, Danone, Merck, Noand BAT, while increasing agency revenue +30% by winning new business from SmithKline, Merck, BAT, Block Drug, Novartis and P&G. He also managed the developm

    Dells successful technology sales entry into Japan.

    This executive is doing exceptionally well and has accomplished everything the board has required. The fact thspeaks four (4) languages fluently has contributed to his international strategic penetration. His proven record of sucontinues today.

    This EVP / SVP scored exceptionally high on the firms Capacity Profile and the client company has obtained an unushigh potential executive who will serve the firm well as he takes on increased responsibilities and provides the CEO wdesired succession plan well into the future.

    A Filcro Media Staffing TV Technology Sales Executive Search Review

    First Tier U.S. Multinational Media and Entertainment Conglomerate

    Senior Vice PresidentNetwork Multicast MultiplatformSales Technology & Operations

    Based New York, NY - USASearch Firm Filcro Media StaffingOIC Tony Filson as Office in Charge of SearchReporting to Network COO and Network President, New York, NY - USASearch Senior Vice President Network Sales Services Operations and Technology

    Client

    A global media and entertainment conglomerate seeking to upgrade their sale s operational and sales IT informtechnology infrastructure to optimize process and advertising dollars across all their media platforms.

    This network with over 130,000,000 subs is advertising driven and is still growing based on branding andprogramming initiatives across a multiplex of offerings.

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    New York, Los Angeles, Chicago, Detroit and Washington, DC offices are AORs relevant to this search.

    Client Situation

    The Network President and Chief Operating Officer felt it was essential to upgrade the capacity of the Networks operational function across TV, On Line, Mobile, Radio, Out of Home, OEM and On Demand.

    Traffic, Inventory and planning functions needed to be centralized to optimize efficacy and lower sales operational through retooling of hardware, software, process and human resources to facilitate multicast disseminatiomonetization.

    Current IT systems and software required upgrading to integrate a (6) six platform plan that was seamless internaexternal to the Network.

    Continuity and stability from an HR perspective were also needed as turnover was exceeding the industry meanwanted an individual who could bring hard and soft assets together while assuring that IT and Sales were providedproper guidance to accomplish the Network's business goals. This new Senior Vice President would be taskedimproving the culture and work environment to bring about stability and internal growth opportunities for employees

    Industry and Sector inclusion

    Broadcasting - Cable TelevisionBroadcasting - Network TelevisionIT Broadcast - Systems ProvidersIT Broadcast - Software Providers - CONUS and OCONUS

    The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search conducting their own internal and national identification efforts.

    Filcro Media Staffing is Retained

    The FMS Officer in Charge of Search Tony Filson and the COO verbally initiated and completesearch document after one in person meeting and guidance from Human Resources. Based on FMedia Staffings intimate knowledge of the space, along with extensive executive search experienBroadcast Sales Operations the firm was able to proceed with the search the following business Tony Filson was asked to review the entire IT infrastructure related.

    The Filcro Media Staffing OIC and client COO looked at ideals from a revenue, performance aperspective and AORs that required immediate optimization servicing the Network Advertising organization front and back offices as well as client and advertising agency relationships. RevieO&D charting also took place.

    Some vendor (IT) relationships, succession planning issues and office relocation time lines were sa realistic cadence so day-to -day planning, traffic and inventory would not become secondary.

    Filcro Media Staffing reviewed all (IT) hardware and software relevant to sales and sales operations along with

    supplied O&D charting to establish what hard and soft resources could be utilized as part of the consolidation wupgrading traffic, inventory and planning across all the new multicast media platforms.

    Understanding what changes and training had to be made from a Human Resource and IT perspective, directly or dotted-line were important to determine at what stage(s) vendors would setup redundant systems, close down leresources and initiate through IT and the NOC a seamless transition to sales multicast dissemination and monetization

    Challenges facing the new Senior Vice President

    Network Advertising Sales Information Technology Adaptation - Hardware and SoftwareChange ManagementTraining & Development of TV Network Sales Front & Back OfficeConsolidation of National Sales IT, Inventory, Traffic and Planning Resources to Network Sales in New YorkWhile Continuing Service East Coast, West Coast and Midwest Regions.New Financial Reporting GuidelinesAdaptation of New and Old Technology to Client and Agency NeedsContinuity - Lowering Employee Turnover

    New Agency Partnerships - Relationships Across Four Media PlatformsAdapting to a Newly Defined MultiplexTechnology to Address ADU Issues

    Filcro Media Staffing Recruitment Solution

    Filcro Media Staffing proceeded to Identify the "best in class" executives fronetworks who presently exceeded or matched the SUB #s of the client company.

    A real technologist with exceptional soft skills was required with below, on and abovefficacy in a national broadcaster that disseminated across multiple platforms.

    Our firms ideal was an executive who had built a new Network and or also guidlarge Network through the upgrade and consolidation process from an IT and

    Operational perspective.

    An executive capable of maintaining day-to-day operations while transitioning the Network was essential.

    http://www.filcro.com/Tony-Filson/http://www.filcro.com/Tony-Filson/http://www.filcro.com/Broadcast-Engineering-Technician.html
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    MobileSales

    Cable TV & MSOSales

    Broadcast TVSales

    Digital RadioSales

    OnlineSales

    Multicast & OEMSales

    DOOSale

    Team development was essential with multiple offices located throughout the United States this executive would haguide IT, Traffic, Inventory, Sales, Sales Services and Human Resources

    One part of our solution was to identify an executive who had also gone from a decentralized to centralized function ipast. This would solve many issues from the onset and let us concentrate on other skill sets. The difficulty was thanetworks had integrated TV, Inventory, Wireless and OD to the extent planned for the Networks model. We neededExecutive with exceptional IT and advertising sales operational management experience.

    Successful Senior Vice President Recruited

    A Senior Vice President of Network Broadcast Operations based in New York City with everything required to meeclient's business objectives and move them forward to compete with other Networks that had already monetized platform separately.

    This executive was responsible for all functions in one the worlds largest media and entertainment conglomerates acmultiple networks and fit in well with the new company's multiplex ambitions.

    The entity was a direct competitor of the client company down to the specific genres offered across their multiplemultiple Networks.

    The new SVP facilitated similar technology, consolidation and optimization across four media platforms successfully wothers in the industry had failed. He was an exceptional technologist with strong management and soft skills.

    As a mentor and builder of strong teams his identification caused highly skilled people to come forward with newly neskill sets to join him at the Network. This lowered hiring costs and allowed for an immediate adaptation to direct ITvendors to implement advanced broadcast sales technology for our client.

    The SVP has made a smooth transition, is functioning with exceptional efficacy and exceeding the client's operationatechnology expectations mandated at the onset of the search.

    A Filcro Media Staffing Sales Executive Search Review

    Vice PresidentNational Online Advertising Sales

    Based New York, NY - USAExecutive Search Firm Filcro Media Staffing with Tony Filson as OICReporting to Client COO in Washington, DC - USA

    Client

    The Interactive Division of a multiplex cable television network with over 100,000,000 subs. The Network is a divismajor media and entertainment conglomerate. The client enjoys niche dominance and branding on many platfor

    http://www.filcro.com/Filcro-Media-Staffing/Review/html/__vp_interactive_sales_case_history.htmlhttp://www.executivesearch.tv/html/practice_groups.htmlhttp://www.tvstaff.com/media/On_Line/on_line.htmlhttp://www.filcro.com/digitalmediajobs/http://www.filcro.com/art.htmlhttp://www.executivesearch.tv/http://www.tvstaff.com/http://www.executivesearch.tv/html/executive_search.html
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    multiplatform, multiplex, multicaster serving a wide group of diverse demographics.

    Search

    Vice President National Online Advertising Sales

    Client Situation

    The COO of the Interactive Group wanted to expand the advertising sales force by identifying a key sales execmanage and build a national sales force in New York, Los Angeles and Chicago and the required back-officoperational and client services infrastructure.

    The COO was introduced to Filcro Media Staffing by the President of TV Network advertising sales who had conductesenior level national advertising sales searches utilizing Filcro Media Staffing in the past.

    Industry and Sector Inclusion

    Television BroadcastingMotion PictureMusic EntertainmentBook and Magazine PublishingInteractive Media and Search Engines

    The COO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search.

    Filcro Media Staffing is Retained

    Filcro Media Staffing Officer in Charge of Search (Tony Filson) had conducted many searches for the client companpast and the COO was able to covey tactical and strategic goals without having to convey cultural nuance. FilcrStaffings successful experience with similar searches to monetize digital content across multiple media platfoachieve business goals permitted a detailed understanding of what the COO was seeking in the new Vice PresSales.

    The COO of the Interactive Group was an exceptionally articulate and gifted media executive who able to covey his sgoals clearly. His primary focus was to establish a national digital advertising sales organization that would be leexecutive who could lead and mentor others to gain internal and external consensus for convergent programs across media platforms. At the same time, this new Vice President of Online Advertising Sales would be expected to tactically across multiple verticals with clients and agencies and enjoy the duel player coach roles.

    The COO wanted to remove himself from the advertising sales function to concentrate on the strategic business goalsfirm. The new sales executive we identified would be required to capitalize on convergent programs with the TV andPicture Studio Divisions while building the Online Interactive Advertising Group (OIAG) to be a strong standalone entitself. An online advertising sales executive who functioned with autonomy in the past while building nationainfrastructure in New York, Chicago, Detroit and Los Angeles would be required. Identifying the right cultural forganization would be a challenge.

    The character, morality and work ethic of this new Vice President were as important as their business acumen. speaking with the COO would immediately recognize he is a fine gentleman who wanted the new Vice President reflection of what he had built over the years.

    http://www.filcro.com/Tony-Filson/http://www.filcro.com/Tony-Filson/
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    Mobile Cable TV & MSO Broadcast TV Digital Radio Online Multicast & OEM DOOH

    Some of the challenges facing the new Vice President

    Change ManagementBuilding A National Sales InfrastructureMentoring Current Sales StaffAdaptation of Creative Product to the ClientFormulation of Product for Future PlatformsFinancial Management and Budget ControlsClient, Agency and Digital Network Relationship BuildingHuman Resource ConcernsBuilding Internal Consensus for Convergent ProgramsBuilding Client and Creative Services, Inventory and TrafficBuilding a Planning Process That Benefited TV and Interactive to Optimize Dollars

    Optimizing multicast, multiplex, multi-platform monetization synergies

    Filcro Media Staffings RecruitmentSolution

    Filcro Media Staffing proceeded to identify over 100 executives in our initial universe of senior directors and vice presThose with related convergent experience in broadcasting environments were top tiered and ultimately eight executiverecruited to participate in the search out of 23 ideals from broadcast and cable TV national online advertisinenvironments.

    It took three and a half weeks in total to identify, recruit, attract and qualify five top candidates from the eight candidatiered. The COO moved quickly to take advantage of Filcro Media Staffings cadence. The candidates with proven resuccess were verified on (4) four levels and the pool was complete with three exceptionally qualified candidates fNetwork and Interactive Media & Entertainment environments.

    The three final executives were all capable of building nationally and focusing on sales team development that cresponsive to clients and agencies tactically and strategically. Sales budgets were also similar and in line with the

    growth the COO expected over the next few years. The COO ultimately spent considerable time making his final deche truly felt that two of the executives reflected exactly what he wanted in his new Vice President.

    Successful Vice President of Advertising Sales Recruited

    The new Vice President ultimately hired had built a world-class national on line advertising sales organization as weself-sufficient New York, Los Angeles, Chicago and Detroit offices that facilitated sales, sales engineering, customer services and media operations. He had increased operational efficiency and customer retention by restructuadvertising sales organization into three groups: sales, customer service and sales engineering. He was ideal to imthe type of Change Management that the COO wanted to differentiate Interactive Sales from the TV and Motion Groups.

    The new Vice President's prior experience renegotiating contracts with existing clients would also enable him to spricing points once he instituted the changes desired to creative content to meet the needs of new clients inverticals. He had lead account management teams in successfully implementing, tracking, reporting and opinteractive marketing campaigns to exceed specific ROI, CPA, CPL and CPS metrics. He was projected to increase s

    over 250% in his prior environment.

    A prior track record of being transparent and accessible to management and board members was another key factCOO felt comfortable knowing that this new Vice President of National Advertising Sales was capable of detailed fand sales reporting and being transparently accountable for his directives.

    Working with and enhancing key relationships with clients and representing his prior employer(s) at industry trade conferences and network events, including iMedia, IAB, Shop.Org, i-adworld, MediaPost and Ad:Tech also made himvisible person in the interactive community and noted were speaking engagements included BtoBs Meet the ExpeIABs Search Road Show .

    With clear strengths in new business development, team building, financial management and a creative capainteractive product development this executive was a true match on every level. His education being focused on finaCOO knew that the new Vice President would express fiscal responsibility in all the areas that reported into him.

    On a cultural level the new Vice President was very much like the COO and a good fit for the organization. The nPresident is known as a caring, honest, smart and diligent executive by those who know him personally and professOur firm was very fortunate to bring forward such a talented executive to be hired who could facilitate every aspecCOOs immediate and long-term business objectives.

    This executive has accomplished everything the COO mandated and Filcro Media Staffing was instrumental in idesubsequent sales executives as the executive search firm of record that built the national infrastructure desired aroVice President in New York, Los Angeles, Detroit and Chicago.

    http://www.executivesearch.tv/html/practice_groups.htmlhttp://www.tvstaff.com/media/On_Line/on_line.htmlhttp://www.filcro.com/digitalmediajobs/http://www.filcro.com/Filcro-Media-Staffing/Review/html/__vp_interactive_sales_case_history.htmlhttp://www.filcro.com/Filcro-Media-Staffing/Review/html/__vp_interactive_sales_case_history.htmlhttp://www.tvstaff.com/http://www.filcro.com/Filcro-Media-Staffing/Review/html/__vp_interactive_sales_case_history.html
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    Filcro Media StaffingBroadcasting Executive Search - Media Sales Search Group

    A Major Media and Entertainment Conglomerate Cable TV Network Executive Search Review

    Senior Director Sales Planningand Sales Planning Operations

    Search Senior Director Sales PlanningBased Chicago, IL - USASearch Firm Filcro Media StaffingOfficer in Charge Tony Filson - New York, NY

    Reporting to President TV Network Sales - New York, NY

    Client

    VIACOM is a leading global media company, with preeminent positions in broadcast and cable television, radio, ouadvertising, and online. With programming that appeals to audiences in every demographic category across virtuamedia, the company is a leader in the creation, promotion, and distribution of entertainment, news, sports, musiccomedy.

    Viacom's well- known brands include CBS, MTV, Nickelodeon, Nick at Nite, VH1, BET, Paramount Pictures, Broadcasting, Viacom Outdoor, UPN, TV Land, Comedy Central, CMT: Country Music Television, Spike TV, ShowBlockbuster, and Simon & Schuster.

    Client Situation

    The President of TV Network Sales was seeking greater efficacy on a tactical and strategic level to enhance revenue.

    http://www.filcro.com/sales-services/html/specialized_search.htmlhttp://www.tvstaff.com/media/http://www.filcro.com/sales-services/html/tv_sales_planning.htmlhttp://www.filcro.com/page9.htmhttp://www.filcro.com/sales-planner-chicago.htmlhttp://www.filcro.com/TV-Sales-Services.htmlhttp://www.tvstaff.com/http://www.executivesearch.tv/html/technology_search.htmlhttp://www.executivesearch.tv/http://www.filcro.com/Filcro-Media-Staffing/Review/html/__vp_interactive_sales_case_history.html
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    Executive Search (ES) Member Industry and Sector Inclusion:

    Cable TV Network - MultiplexBroadcast TV Network - Major

    The President identified Filcro Media Staffing Tony Filson (TF) functioning as Officer in Charge of Search. The firmconducted numerous similar searches above, on and below line in the past and the familiarity with the ideal skillculture and strategic initiatives relevant the TV Network's practices were advantageous the the Network and assuriexpeditious search.

    Filcro Media Staffing is Retained

    Filcro Media Staffing Officer in Charge of Search Tony Filson worked entirely with the Preof Network Sales to establish a consensus of the type of improvements that were needenhance sales operations that could facilitate revenue growth. The President was very clearthe specific functions and areas of concern that needed to be addressed in this geographicMidwest offered a unique opportunity for the proper Director.

    Filcro Media Staffing was provided with technical, sales, operational, organizational, financial, cultural and croverviews requested to evaluate all hard and soft assets as they relate(d) to the skills and experience required of theDirector of Sales Planning and Sales Operations (DSP). Specific tent pole events and preemption of programming past were examples of areas where wanted someone with a calm and collected demeanor when rapid changesrequired.

    The current DSP was not appropriate based on the growth the Network had experienced recently and the additional gthat was anticipated in the near future. The President wanted this position to become more strategic as opposed to taand to grant greater autonomy across all traffic, planning, inventory, reporting, training and associated sales functions w

    be mandatory. By utilizing previous documents from other similar searches, a compilation of appropriate skill setutilized with latitude during universe compilation and tiering.

    The hierarchy of desired skill sets and industry experience established placed great emphasis on the new DSP initiative and formulating practices that would increase efficiency across all areas relevant to Sales Operationestablishing enhanced lines of communication with Programming.

    The building and mentoring of staff to proceed with strategic initiatives involving the Midwest and West Coast was essGreater stewardship was needed in the development of soft and hard assets reporting into this Director of Sales Plan

    New software being reviewed at the time involved contract negotiations and establishing a new vendor relationship kplanning across three media platforms.. This technology upgrade required a person who was familiar with the revieimplementation of new sales systems. The President wanted a Director of Sales Planning and Operations with the cato take ownership of the process as it related to a new joint IT and sales planning initiative where this new DSP wouldas a committee member with the Network's IT staff as they transition and train the sales assistants, sales plainventory, traffic and account executives over to the new system. The ability to set a a clear syllabus with benchma

    HR Training and Development would also fall to this person.

    Universe compilation and tiering had to be setup in multiple frames for this search. With so many variables involved it wultimately be a compilation of skills and experience as opposed to specific weighting. It was essential to give the Preseverything he needed with different weighting variables so he could determine the strategic value of each candidate thfirst tiered.

    Filcro Media Staffing was very fortunate to have a President of Network Sales who had such a clear vision of whewanted the Network to be from a market and revenue perspective in the near future. As opposed to him giving the sto a EVP, SVP or VP he opted to to take a hands-on approach to assuring that the person was proper strategic fit fexpansion plans.

    Geographic issues were few. Chicago offered many choices as to where and how the firm would start universe compiSince relocation was also an option we started with the four primary markets relevant to a DSP and worked outwardChicago. Proper attraction on this market has generally been through relocation.

    Of the targeted environments we established nationally as primary for universe compilation all were positive and reloproved to be a moot point in the end but many of the candidates exhibited everything the president wanted in his idea

    Challenges Facing the New Sr. Director Sales Planning (DSP)

    Change ManagementMentoringAd Sales PlanningAd Sales Systems and IT AcumenAd Agency AccountabilityClient AccountabilityStrategic PartnershipsFinancial ControlsOptimization of Revenue

    Filcro Media Staffings Recruitment Solution

    http://www.executivesearch.tv/html/case_histories.html
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    Filcro Media Staffing proceeded to Identify "Directors of Sales Planning with proven efficacy in every area relevant President's initiatives. Subs and revenue targets were matrixed to allow greater access to high-pot Senior Managers aas Directors. The Network is very much in a growth mode with 100 million subs and going strong.

    An executive capable of focusing on sales operational team development and infrastructure was essential. The client base, advertising agencies, account executivesales planning staff had to witness a clear difference in the policies and procedures brought in that would enhance efficacy as well as the bottom line. This new Director's sofwere of key importance.

    The strategic skills required would prove to differentiate the top four candidates but the tareviews we conducted offered greater insight into day-to-day running of the department and those that really underthe strains of an upfront, preempted programming, make goods and presenting the proper plan the first time. Avoidingissues by improving process was something we wanted to accomplish not just through proper assimilation of media mbut by properly applying these analytics.

    Successful Director of Sales Planning Recruited

    The new Director we identified was very hands-on. She was a skilled teacher in every area of concern to the Presidconfirmed in our skill set reviews:

    Her ability to quickly review plans prior to being presented to the account managers for submittal to the client/agencidentify potential issues was exceptional. She was known for accurately monitoring the reweigh / remix of all Upfrontwithout the prior Directors shortcomings in scaling to the Networks growth.

    Experience and Proven Capacity

    Distribution of all MSAs as well as overseeing client receipt of them in a timely fashion.Monitoring/approving the re-expressions of dollars.Monitoring/approving all sell-off requests.Monitoring/approving all cutbacksMonitoring/approving all planning ratesMonitoring/approving the distribution of ADU schedulesMonitor and prioritize sales planners workload and distribute work accordinglySupervise all sales assistant and sales plannersProviding post summaries of all accountsHandling excess inventory and oversell situationsConsultation and interaction with account executives regarding research materials, programming, added-value(vignettes, billboards) advertising needs.Interaction with network traffic department to gauge inventory availability, restrictions, specials, etc in determinmake-up of proposal.Liaison with various departments on client's behalf when requested.Keep abreast of industry news via trades to increase and strengthen knowledge of Network position and gegeneral/broad understanding of what's going on in the industry.Resolve order/invoice-billing discrepancies.Invoicing: research discrepancy, advise client, management, and finance by correspondence on results and ifnecessary adjusting.Daily review of national missed spot list to modify accounts by either makegoods or clients.Client correspondence and direct contact as necessary.Weekly group meetings with supervisors and staff to discuss weekly activity, resolve problems, and forecast.

    Everyone involved in the search felt that all of the above should be second nature to the newand that ultimately led to the identification of an extremely talented new Director for the Networknew Director had functioned as the National Sales Planning Manager for (4) four Networks(multiplex) owned by a direct competitor of our client.

    She was responsible for managing and training the Chicago Revenue Planning staff as well as being a liaison betthem and various departments in New York including, but not limited to, the inventory control department, thedepartment, and invoicing department.

    She created and tested reweight/remix template for the various Networks new planning systems, trained Sales Plannunderstand template, and continued to utilize templates to build plans as she Directed this environment.

    Implementing office procedures to organize flow of information along the lines sought by our client and creating propfor media buyers at advertising agencies by analyzing data and customizing it for demographic goals and budgespecific clients were all part of her responsibility.

    She also Analyzed and incorporated these demographics based on MRI data as well as other research tools in ordoptimize our clients buys. Being extremely proactive and involved with the process of developing and maintaining relationships to facilitate future business she was also responsible for overseeing the maintenance and delivery oaccounts and overseeing/executing cutbacks, sell-off requests, planning rates, added value requests, and re-expressdollars.

    Her ability to negotiate deals and present sales presentations to assigned sales territories and work with AEs, V.Pabove was proven. Her development of four National Revenue Planning Departments to develop upfront and splanning strategies to maximize sales and meet the companys annual goals were just what the President wanted.

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    This new Director was identified in Chicago and relocation was not required.

    Broadcasting - Cable Television Network Advertising Sales Executive Search Review

    DirectorNational TV Advertising SalesAutomotive & CPG

    Search National TV Advertising Sales Director Midwest Automotive & CPGBased Detroit, MISearch Firm Filcro Media StaffingOfficer in Charge Tony FilsonReporting to President Network Sales, New York, NY

    Client

    A cable television network with over 100,000,000 subs that is a division of a major media and entertainment

    conglomerate. This network enjoys niche dominance and it subscribes to category and geographic sales ownership.This Detroit based search was to enhance the Network's Midwest and National Ad Sales dominance withinAutomotive, Consumer Product and Fast Food Service(s).

    Client Situation

    The President of TV Network Sales was referred to Filcro Media Staffing from the Executive Vice President ofOperations reporting into the Board of Directors. The President had previously retained (3) three other search firmsthat were unsuccessful and required a firm with a proven track record of success with category specific national TVadvertising sales searches. The Officer in Charge(OIC) of Search at Filcro Media Staffing, reported directly to thePresident of Network Ad Sales of the client company during the inception of the national search and through theentire identification process.

    Executive Search Members Industry and Sector Inclusion

    National Cable TV Networks

    The President of Network Ad Sales (PNS) identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning asOfficer in Charge of Search to identify the ideal sales executive.

    Filcro Media Staffing is Retained

    The Filcro Media Staffing OIC Tony Filson and the Filcro Media Director of Recruitment Research spent considerabletime with the PNS to determine the needs of the network form a category, geographic and budget perspective. It wasquickly established why and how other search firms had failed to identify the clients ideal. Filcro Media Staffingsexperience with similar advertising sales searches was utilized immediately to set a positive course of action .

    Filcro Media Staffing was provided with an overview of all internal technical, operational and sales support issues. Acompensation structure was understood that included agency, client and new business categories. Filcro MediaStaffing evaluated all hard and soft assets as they relate(d) to the new Director of National Sales (DNS). Filcro Media

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    Staffing obtained an understanding of the client culture and the unique skills and experience required to obtain thenew business desired in Automotive, Consumer Product and Fast Food Service sectors.

    The diversity of the category mix - Automotive, Consumer Product and Fast Food Services required FMS to establisha hierarchy of desired skill sets and industry experience to proceed with universe compilation and tiering. It wasdetermined that Automotive based on the Detroit - Midwest location would supersede other desired industry andagency contacts. This was essential to meet or exceed the budget for the next year

    The President of Network Sales is a very straight forward, no nonsense executive who is also very fair. Therequirements and attributes that he demands of his national sales force are uncompromising. Working with aPresident who is so adamant about what he wants is a great help during the search process. Establishing a searchdocument was easy and accomplished immediately.

    Due to Network expansion, geographics, cross-sell, domestic economic and programming issues the search offeredmany challenges. An executive had to be identified that could function as a one person point of contact with internalsupport in Chicago while reporting to a New York City based President. This Ad Sales executive had to establish andmaintain one of the most desirable and sought after National and Regional client bases in Network TV from theMidwest Region.

    Some of the biggest challenges facing the new (DNS) were:

    Preconceived Ideas About the NetworkPast Client Experiences with the Prior Network Midwest Sales ForceNew Business DevelopmentNew York - Detroit Agency/Client Relationship BuildingClient Lack of Understanding of the Networks AudienceAbility to Speak with and Close Hard to Get to, Decision MakersExperience with and Ability to handle Major Automotive, Consumer Product and Fast Food Service ClientsAbility to Work Independently with fewer Resources then New York, Chicago or LA.

    Filcro Media Staffings Recruitment Solution

    Filcro Media Staffing proceeded to Identify "happily engaged" executives with a proven recordof success with relevant category specific client bases. Automotive, Consumer Product, FastFood and Beverage candidates from Michigan and Ohio were obtained and sourced throughinternal Filcro Media Staffing O&D charting to establish efficacy and relationship quality, priorto approach. Each candidate, in what we perceived, as a highly specialized search universe,was sourced with extreme care, based on our methodologies. Filcro Media Staffings

    understanding of internal succession planning issues in targeted environments would prove to be extremely helpful.

    A sales executive capable of working autonomously and focusing on the key decision makers with a diverse clientbase was essential. The clients had to trust and respect this executive to the point that changing organizations(Networks) could be turned into a positive. A level of prior close personal contact with clients was established asmandatory.

    With an unusual need for client contacts at the onset we understood that normal tactical skills were not an issue.Since the client base already existed in every qualified person within our universe prior to tiering, we focused more soon the strategic and soft skills that would be needed to make the transition successful at the Network.

    We were very fortunate that The President of Network Sales never wavered in his standards or hard and soft skill-setrequirements. Our firm was successful based on our ability to attract candidates that were not apparent to others andto properly assimilate and disseminate the strategic goals of the client, as they related to the new executives career.We established these common goals, as we perceived them, early in the search process to assure that the idealcandidate was working with the client, to assure a mutually desired result.

    Successful Director Recruited

    A director of national advertising sales with an extensive Automotive and Consumer Packaged Goods client basewas identified and hired.

    The executive had substantial experience in Detroit with the key decision makers within thebig 3 auto makers and their regional dealer groups. His contacts in Ohio with PackagedGoods were also very strong and given the network he was leaving, there was anopportunity for increased income based on budget and environment. His business andsocial circle was inclusive of key Automotive and Package Goods clients. Our researchgroup in New York was able to verify every Agency and Client relationship with ease.

    The identified executives Armed Forces, Retail and Fast Food clients while also impressive but were consideredsecondary to our primary objective, which was Automotive

    This executive was also familiar with the sell of the primary demographic, ergo, existing as well as new businesswould be receptive to his ability to sell and close, by numbers and intangibles. This was not an executive who soldwith a one- sheet.

    The executive was able to function in prior environments with autonomy and limited resources while still increasingbudget by +50% in prior year one (1) by +36% in prior year two (2) and by +96% in prior year three (3). Just prior to

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    our identification for the President of Network Sales he was +18% over budget projections for a still open first quarter.This proven capacity to exceed budget for the other Network(s) was highly desired by the President.

    It is our opinion that this executive's strength came from nontraditional and underdog regional sales success prior toselling in top national markets. A Radio/TV/Cable TV/MSO mix with a small owned group built an ability in thisexecutive to cross-sell and pull dollars from client print / radio / outdoor / digital and other TV budgets to close deals.Few executives exhibited the resourcefulness and media knowledge that are now inherent to this individual on manylevels. All of the executive's clients we spoke with felt that they were never being sold. They felt as if he wasservicing them to achieve their media goals.

    The cultural fit was proper from the beginning and there was never a question about geographic or corporate culturalconsiderations. This executive proved to work as effectively with Chicago, New York or Detroit to facilitate agencyand client business development as he did on a national basis. More important, this sales executive was never an

    order taker and his client Vs. agency business was very high.

    The executive is a respected member of the Detroit community and participates with clients on many levels withfamily, community and charitable organizations. At a sporting event or corporate function, he is admired for hisintegrity, positive attitude, maturity, stability and approachable demeanor.

    The executive experienced a smooth transition to the new Network, is performing exceptionally well and has beenpromoted.

    Home- Reviews- Contact - This Page

    A Regional TV Network Advertising Sales Executive Search Review of Filcro Media Staffing

    Director Paid Programming SalesSponsorship & Direct Response Advertising Sales

    Search Director Paid Programming and Direct Response Advertising Sales

    Based New York, NY - USA

    Client Regional TV network with cable, broadcast and satellite distribution

    Search Firm Filcro Media Staffing - New York, NY - USA

    Officer in Charge Tony Filson

    Reporting to CFO of client TV Network

    Client Situation

    The CFO identified Filcro Media Staffing to conduct the search and subsequently introduced Tony Filson to tPresident of the Network.

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    This regional broadcaster received must-carry and with increased inventory and expanded penetration into DMA they desired enhanced revenue from paid programming and direct response by attracting the proper DR, sponsorshpaid programming sales professional. Required would be extensive experience monetizing the number one DMA in country and the surrounding markets in the New York Metropolitan area. With some penetration into Philadelphia aBoston markets this would require regional and national TV sales acumen.

    The President and CFO also noted a need to upgrade their sales support and sales operation's functions in traffinventory and planning. The objective would be to identify and attract an executive with sales and sales operationexperience to hone the Network's tactical functionality while formalizing sales operations to interface more effectivewith advertising agencies and direct clients.

    Universe Compilation - Industry and Sector Inclusion

    National Cable TV NetworksRegional Cable TV NetworksBroadcast TV Networks - National, Regional, LocalOTA Station Groups - National, Regional, Local

    Filcro Media Staffing is Retained

    Filcro Media Staffing proceeded to determine the sales operational needs and sales budget goals of the network froeach DMA, across each broadcast platform. Satellite, OTA and MSO all offered varied modalities for efficacy. Revieof media metrics and

    It became clear in a brief period of time that ideal environments to recruit from had a finite number of DR, Sponsorshor Paid Programming sales executives with the combination of strategic / tactical experience and the operational / saskill sets we were seeking. In larger heavily layered broadcast environments we found myopic candidates for the mpart without the front and back- office acumen. In many smaller broadcasters we encountered a lack of experience twould not allow the Peter Principle to become a factor in the near future. Continuity, stability and capacity were kcharacteristics to assuring that the executive would express longevity and grow into the modernized sainfrastructure.

    From an operational perspective with regard to traffic, planning and inventory there were a number of national aregional firms that offered clear benefits to the client. Properly mixing the sales and operational acumen was key to th

    search so we examined the sales operational infrastructure of the top competitors we wanted to recruit out of.

    The client CFO opted to have their original desired recruitment universe amended to include operational skill sets back-office functions as once Filcro Media Staffing was retained and presented a snapshot of the Netwocompetitors, the CFO opted to increase compensation to attract the ideal sales executive.

    This greatly reduced the pool of candidates but quickly produced viable prospects by their capacity to meet or excebudget and the operational responsibilities.

    Some of Challenges Facing the Director of Paid Programming Sales

    Expansion of New MarketsDeveloping Brand AwarenessNew Business DevelopmentCurrent Client Relationship Building

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    FilcroMediaStaffingBroadcasting Executive Search Reviews

    Educating Clients About the Network's Expanded AudienceChange ManagementTraffic, Inventory, Planning and Ideation for OTA, MSO and Satellite

    Filcro Media Staffings Recruitment Solution

    Filcro Media Staffing proceeded to identify "happily engaged" and successful paid programming and direct responTV sales executives with proven records of meeting or exceeding budgets within the client company's curredemographic and the new expanded must-carry DMAs. Subsequently, we recruited those identified and qualified thbased on the mix of strategic and tactical characteristics, autonomy and sales / operational experience.

    Our top three candidates recruited and attracted were all capable of working autonomously and focusing on generatiincome while building the firm's sales infrastructure. It was apparent however that the professional ecology of ocandidate more closely resembled the ecology of the client company itself, and they were ultimately hired. Filcro MeStaffing attracted (3) qualified candidates with equal TV sales capacity, experience and acumen.

    The CFO of the client TV Network had exceptional mentoring skills and he was clear from the onset as to the weightiof strategic and tactical skills that were most desired so he could mold this executive to facilitate the Network's loterm plans into expanded national markets and contiguous DMAs.

    Successful Director Identified, Recruited and Attracted

    A senior national account executive who also functioned as the lead media planner for one of the largest regionbroadcasters in the United States. Her current budgets being met and sales operational acumen were everything CFO and President of the client TV Network were seeking to monetize the Network's expanded markets.

    She was responsible for paid programming sales and maximizing revenue for a higregarded group of broadcast properties that were closely related to the client compancurrent and future programming objectives. Her capacity to sell inventory, create proposand service accounts by interacting with outside agencies and internal traffic departmentsensure all schedules were booked correctly and run accordingly while researching aresolving invoice discrepancies with accounting was ideal.

    From rates cards, RFPs, ideation, media kits, programming information, developing and maintaining strong clierelationships and managing budgets (in excess of the new Network's goals) while supervising junior staff members, texecutive recruited by Filcro Media Staffing had the tactical and operational skills desired.

    The new Director clearly was able to manage the day- to-day operations of the traffic department. This includoverseeing the production of the program logs, supervising order entry for two networks and internally maintaining paprogramming and direct response commercial inventory, balancing revenue in both Paradigm and Dealmaker agenerating monthly billing batches for two TV Networks.

    It was Filcro Media Staffings opinion that this executive's strength came from learning the business from the grouup. Tony Filsons ability to attract her was based partly on the fact that she was not identified by her company as tasset she was. Here was a clear case of under utilized high-potential talent that was not allowed to grow or recognized in her current environment.

    The cultural fit in the new TV Network was correct and the President & CEO admired and complimented her soft ahard skills after the first interview.

    The executive's transition over to the new TV Network went very well and the CFO played a key role in acclimating thpaid programming executive in the proper manner. She has proven to be highly productive in every area desiredthe Network.

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    This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson asOfficer in Charge of Search recruiting a Director of Integrated National Advertising Sales.

    Search

    Director National Advertising SalesIntegrated Media for The Americas

    Media Industry Businesses

    Broadcast TV, Cable TV, Satellite TV, Mobile, Online, OEM

    Traditional TV Advertising(DR) Direct ResponseSponsorshipMobileSocial NetworkingOnlineOEM Integration

    Based New York, NY USA

    Client

    A multicast multiplex cross- platform music TV network with advanced modality in areas relevant to monetizatdissemination, licensing, technology and music industry integration to circumvent traditional roadblocks associated w(8) eight media platforms

    Direct Report Chief Revenue Officer (CRO)

    Search Firm Filcro Media Staffing, Officer in Charge Tony Filson

    Client Situation

    Due to increased competition in the music space regarding, affiliate agreements, licensing costs and technolodevelopments the board of directors opted to model future multiplex music distribution across multiple music genres the monetization of (8) media platforms as directed by a newly hired CRO.

    The CRO having prior experience in a multi-billion dollar U.S. based media and entertainment conglomerate wantedeliminate redundancy and increase the efficacy of each individual sales professional to reflect his vision of croplatform integrated media advertising sales being conducted by singe points of contact vs. silos of competing intermedia interests.

    The areas of responsibility with regard to national advertising sales would be on all (8) eight media platforms that Music TV Network would be disseminating across in The Americas.

    The Filcro Media Staffing Recruitment Solution

    Based on Filcro Media Staffings prior experience recruiting for each individual media platform and also for integramedia platform executives, Tony Filson as Officer in Charge of Search opted to start with revenue goals associated weach platform and initiate universe compilation based on the revenue objectives of the CRO.

    Tony Filson directed Filcro Media Staffings recruitment research staff to break down New York, Los Angeles, Chicag

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