MTV Restructures U.S. Ad Sales Division, BET Affiliate Sales & Mktg.
February 28, 2007 at 11:59 AM (PT)
MTV NETWORKS today announced a new organizational strategy for its Advertising Sales division, designed to enhance the company's client focus and foster further development of innovative marketing solutions. Under the new structure, MTVN will realign its channels into three demo-specific, strategic selling "clusters" -- Kids and Family, which groups the ad sales organizations of the NICKELODEON brands and NICK AT NITE under the leadership of EVP JIM PERRY; the MTV, The N, LOGO and VH1 cluster, which groups those brands under the leadership of EVP SEAN MORAN; and Entertainment, which groups COMEDY CENTRAL, SPIKE TV, CMT and TV LAND under the leadership of EVP JEFF LUCAS. These execs will report to MTVN Pres./U.S. Adversiting Sales HANK CLOSE as well as to the presidents of the respective MTVN groups they serve.
"This new strategy reflects a holistic approach to the market, with sales, research and marketing aligned to develop solutions that put our clients in touch with our audiences in a deep and meaningful way," said MTVN Chairman/CEO JUDY McGRATH. "We know our highly targeted audiences better than anyone, and this new structure will enable us to bring our marketing partners closer to the fans of our portfolio of multiplatform brands."
Several senior vice presidents throughout the Ad Sales organization will be adopting new responsibilities under the new structure. DAN LOVINGER will serve as Sr. VP/Ad Sales, MTV 360; JIM TRICARICO will serve as Sr. VP/Ad Sales in the Kids and Family cluster; NEIL HOLT will serve as Sr. VP/Ad Sales, CMT; DAVID LAWENDA will serve as Sr. VP/Ad Sales, VH1, The N and LOGO; and TOM WATSON will serve as head of sales for LOGO.
The Ad Sales division will operate three specialized strategic units: Digital Ad Sales, helmed by EVP NADA STIRRATT, is focused on creating marketing solutions across MTVN's 44 websites, 10 broadband services, and additional domestic digital properties; the newly created MTVN Brand Solutions unit, led by EVP LISA McCARTHY, will focus on creating cross-brand, cross-platform marketing solutions for large clients who are heavily invested in multiple MTVN brands; and the newly created MTVN Generator unit, led by EVP PETER GRIFFIN, will be squarely focused on new business opportunities, developing new marketing partners across the company's multiplatform portfolio.
New BET Strategy
Additionally, MTVN and BET NETWORKS today announced a new structure and business strategy for their Affiliate Sales & Marketing group, under the leadership of that department's newly appointed EVP, DENISE DAHLDORF. The group will be re-branded Content Distribution & Marketing, MTVN and BETN.
"We're content creators, and we want our world class content available to as many people, on as many platforms as possible," said McGRATH. "The name 'Content Distribution & Marketing' conveys the full multiplatform scope of our distribution efforts, and opportunities we mine not only on linear television, but across online portals, wireless, VOD, download-to-own and other emerging platforms."
In her role, DAHLDORF oversees all distribution activities for MTVN and BETN, working to strategically secure and maintain distribution for channels including MTV; MTV 2; MTV Tr3s; VH1; VH1 SOUL; VH1 CLASSIC; NICKELODEON; NICK AT NITE; SPIKE TV; COMEDY CENTRAL; LOGO; TV LAND; NOGGIN; The N; CMT; and BETN's BET, BET GOSPEL, BET J, and BET HIP HOP. She reports to MTVN acting COO RICH EIGENDORFF. Prior to this position, DAHLDORF served as Sr. VP/Cable Sales, Distribution & National Accounts for MTVN.
Meanwhile, MTVN announced several promotions assigning responsibility for its cable and satellite content distribution accounts. SAMANTHA COOPER, MEG LOWE and COURTNEY MENZEL have all been promoted to the Sr. VP level, responsible for leading MTVN's distribution efforts across all platforms, with all partners. All report to DAHLDORF.
Also, JULIETTE MORRIS will assume leadership of the department's marketing arm as Sr. VP/Content Distribution Marketing, MTVN and BETN, reporting to DAHLDORF. In this role, MORRIS will oversee all content distribution marketing and local ad sales for MTVN's and BETN's brands.
MTVN Mobile Media SVP GREG CLAYMAN and MTVN Global Digital Media Sr. VP/Online Distribution & Partnerships JASON WITT will continue to manage mobile partnerships and guide the company's portal deals, respectively. They report to MTVN Global Digital Media Pres. MIKA SALMI.