Interactive Broadband, Mobile, Gaming & OEM, OTT, OD Business, Technical and Creative Recruitment
Filcro Media Staffing recruits the tactical and strategic leadership to create, integrate and monetize On-Air, On-Line, Mobile, OEM, OTT, OD, Multicast and DOOH Place Based media properties. Clients are guided to be proactive with OEM, OTT and Mobile platform integration to remain competitive in these hi-growth, hi-margin environments with monetization and technical integration at the forefront. Filcro Media Staffing is well positioned to identify, recruit, attract and relocate these media executives.
Filcro Media Staffing recruits varied levels of integrated media executives and leadership, with the experience to assure interoperability and monetization of coupled, stand-alone and multicast multiplex digital media properties. From CXO to line management and all the required technologists and creative staff, the firm has a proven history of expeditious recruitment in every U.S. media market.
Filcro Media Staffing has created billions of dollars of returns for those retaining the firm in local, regional, national and international markets. The firm’s media sales executive search practice is one the most respected in the industry, with thirty years of noted service to world’s most profitable media, telecommunications and entertainment companies.
Increased cross platform accessibility by mutiplexing and multicasting to new and existing audiences and enabling verifiable accountability to direct clients and advertising agencies offers immediate returns through verifiable media metrics and analytics as primary vs. secondary data. The “ratings wall” can be overcome and the costs of secondary ratings services can be lowered substantially while increasing revenue. This is vital to new entities entering the market and media conglomerates seeking less layered and streamlined OPEX.
Filcro Media Staffing is recommending that clients lower employment costs by eliminating redundancy and centralizing cross-platform resources and take the same approach to succession planning. If monetization is sub, advertising, affiliate or syndication driven the cost savings will be realized, efficiencies increased, and revenue enhanced as these should not be cost centers but profit centers.
Opportunities still exist to attract assets below what the market will demand in the coming year. We suggest that clients position themselves for growth, no later than the 2nd quarter and initiate searches quickly. There will be substantial compensation inflation in the associated business, technical and creative environments that could be prohibitive to smaller media concerns.
As these market factors become more relevant to revenue in these business groups many media entities will be vying for a smaller pool of talent; it is important that clients position their long term interests while the market still offers value. Attraction and retention will require greater financial resources beyond the dates we note and more creative forms of attraction.
Sales Operations, Sales Planning, Advertising Sales, Product Sales, Traffic, Inventory, Production, Post Production, Operations, Marketing, Ideation, Affiliate Relations, Digital Ad Networks and Financial Reporting will need to make the required changes to keep pace with demand or lose market share and increase OPEX at an accelerated rate. There is no longer a need to have these business functions as single standalone entities.
Media firms who are not traditional TV broadcasters but are developing interactive products for online distribution and marketing, gaming, music and social networking will find that enhanced skill sets are required to keep pace with technology and production standards on the platforms they will be competing on.
Filcro Media Staffing identifies, recruits and attracts convergent media executives who facilitate digital business goals tactically and strategically. Searches are conducted for regional, national and international markets.
A Filcro Media Staffing Media Technology Executive Search Review for Multiplatform Interactive Integration
The executive search committee (ESC) of the client company was comprised of the President, CEO, current CTO and SVP of Human Resources acting as the liaison for the (ESC). The (ESC) identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search (OIC) to conduct a national search to identify and review the proper technology executive capable of facilitating the current CTO’s succession plan and the board of director's desire to enhance the global technological resources of their media holdings across all media platforms.
The CTO had a clear vision of where the diverse media holdings needed to be technologically in international, national, regional and local markets and he was exceptionally articulate in what he was seeking strategically and tactically to assure that his successor could manage this global media and entertainment conglomerate, well into the future.
The diversity of the company's global media portfolio would require Filcro Media Staffing to recruit a CTO with broad media acumen and a sophisticated comprehensive overview of advanced multimedia, multicast and multiplex broadcast technologies. For terrestrial distribution, MSO, OTA & Satellite relationships and FCC mandates this new CTO would require exceptional hard and soft skills to evangelize technology internal and external to the organization. The new CTO would review and manage many IT and broadcast vendor relationships across three continents; this would require a fiscally mature media IT executive with extensive build-out, operations and maintenance experience globally.
With a large multinational and multi language IT engineering staff reporting into this technology executive, a noted and adept mentor with the ability to manage soft and hard assets remotely would be essential. Media technology issues associated with international government regulations, business affairs and monetization were complex and we required an executive who could utilize the firm’s extensive legislative resources effectively to manage these areas with autonomy.
Some of challenges facing the new CTO
Global Dissemination Across Multiple Media Platforms
Optimizing and Upgrading Resources for TV, OD, Radio, Interactive and Wireless Normalization
Vendor Management in International & Domestic Markets
Optimizing Sales Technology to Enhance Revenue Across All Platforms
Centralize Control of International Technology Assets
International Government and Domestic FCC Compliance
Management of a Diverse Multinational Staff
Attracting and Mentoring Staff to Facilitate Technology Initiatives
Implementing IT Best Practices Internal & External to the Organization for Assimilation, Dissemination & Production
Integration of media platforms for monetization of multicast products and services
Solution provided by Filcro Media Staffing
Based on Filcro Media Staffing’s recruitment experience with prior advanced media technology searches and an awareness of other global media organization's technology infrastructures; compiling, verifying and vetting the entire initial search universe and including the ESC in the process took less than three weeks to complete. With a finite number of appropriate media technology executives capable of moving the organization globally to their next generation of technology across all their targeted media platforms it was apparent who was qualified from a mechanical perspective well before the initial round of interviews in New York, Atlanta and California to understand each executive's capacity strategically.
The OIC’s (Tony Filson) objective was to attract the proper media technology executives to fit well within the organizations unique technology culture. Every ideal media technology executive identified was currently under contract, happy and well vested within their respective media conglomerate. The current CTO’s succession plan was essential while recruiting to attract the “ideals” who were talented and well sought after Media IT executives. All exhibited the career progression and stability sought in the new CTO to maintain continuity and facilitate growth in the client’s global technology organization.
The current Chief Technology Officer CTO required extensive assurances that this incoming executive would assume the initial transitional role prescribed before taking over the CTO position at the cadence prescribed. Maturity and sound judgment during a brief transition alloted would afford the organization and their vendors and affiliates continuity during the new CTO’s ascension. An extensive round of interviews in New York with the CTO, CEO and other senior level executive of the hiring company provided a unanimous consensus that the proper media IT executive to assume the CTO’s position had been identified and that he was indeed uniquely qualified and the single most qualified candidate for the position.
Successful CTO Recruited
The executive recruited and attracted by Filcro Media Staffing for the organization was currently managing (7) seven major TV broadcast and cable entities for one of the largest U.S. based multinational media and entertainment conglomerates in the world. In his previous roles this technology executive managed across every media platform relevant to the organizations diverse global media infrastructure to include: Multicast of Cable TV, Broadcast TV, Radio, Interactive, On Demand, OOH, Mobile and Wireless assets.
The executive was currently managing over 70 senior technology employees across The Americas, Europe and Asia with total technology and financial controls within these geographics for global dissemination. His total reports on a dotted line and vendor management exceeded that of any other candidate by two fold.
With a proven history of efficacy in managing and introducing new media technology from a hard asset and human resource perspective he was respected below, on and above line by everyone who came in contact with him personally and professionally. This level of respect by his peers and those who reported into him would also be an asset in attracting and retaining highly valuable media technologists for the client company in the future.
One of the most challenging aspects of this media technology executive search was negotiating the timing of the executive's release from his current contract due to a media industry merger. At all times, this media IT executive exhibited traits inherent to someone with a fine character, intelligence and honor. It was a pleasure working on this search with the current CTO and attracting such a fine senior media IT executive to carry forward the firm's reputation as a leader in global media technology and broadcasting entertainment.
The incumbent CTO left the firm as designed in his succession plan and the new CTO apparent reported directly into the new CEO.
Cable TV & MSO
Multicast & OEM
Integrated Media Music Television Network
TV Network CEO Chief Executive Officer
Based New York, NY - USA
Search Firm Filcro Media Staffing OIC Tony Filson reporting to the Board of Directors
Client A Music TV Network seeking departure from legacy media and looking to the future in the way music is produced, distributed, licensed, monetized and assimilated across (8) eight media platforms.
Search Chief Executive Officer (CEO)
Client Situation Due to increased competition, affiliate agreements, licensing costs and technology developments the board of directors opted to form a new company as a model for future multiplex music distribution across multiple music genres. The board was seeking a TV Network CEO with solid efficacy in directing management and monetization within this space. The objective facilitated was to cut out legacy media CAPEX and start with a business model that vastly improved margins and lowered operating costs that were previously associated with 100-Million plus rated advertising driven TV Networks. The CFO and Chairman of the company specifically wanted to attract an executive from this space with the capacity to leverage technology, content and distribution to the new TV Network’s advantage. Below is a review of Filcro Media Staffing completing the search
Executive Search Committee Member(s) Industry and Sector inclusion
Music Publishing / Music Distribution / Music Production
The CFO identified Filcro Media Staffing (FMS) and Tony Filson (TF) as Officer in Charge of Search.
Filcro Media Staffing Retained
The Filcro Media Staffing Officer in Charge of Search, Tony Filson, The client CFO and current Chairman met in New York and set revenue goals for the new TV Network. Based on FIlcro Media Staffing’s experience conducting executive searches for other music and entertainment based TV Networks the board of directors wanted guidance on a number of areas relevant to the future of multiplex broadcasting and broadcasting technology that could enable the Network to enjoy profit margins well above the industry mean while greatly reducing operating costs and initial distribution CAPEX.
Technology developed by the company for terrestrial distribution gave them an exceptional advantage over others in this space. The ability to multi-cast across eight media platforms without legacy BO&E costs was clearly one of the company's strongest assets aside from their creative content.
Tony Filson and the Network CFO felt that a new standard for music entertainment television would catch on quickly, executing expeditiously to monopolize on the Network's intellectual property was essential.
Filcro Media Staffing reviewed all aspects of the network's infrastructure and every member of the executive search committee agreed with the firm's strategy on attracting the proper CEO.
Some of the challenges facing the new Chief Executive Officer (CEO) were
Evangelizing New Forms of Music Distribution & Monetization
Attracting and Building Management Teams in NY, CA & IL
Financial Controls that Excluded Legacy Media CAPEX
Adaptation of New Technology to Affiliates and Distributors.
Identifying a New Board Member
Solution Filcro Media Staffing proceeded with revenue objectives, team building, technology and genre specific industry experience at the forefront.
The initial universe of potential candidates was rich and obtaining insight into each candidate's experience with adapting new broadcasting technology to transform an industry was key. Evangelizing new modality to an industry steeped in legacy media with vast investments in legacy broadcasting technology and distribution, was not going to be an easy task.
Of the initial universe of 20 screened and possible CEO’s, 4 were separated as first tier candidates and after extensive interviews with Filcro Media Staffing, the client board and the investment bankers all agreed that one executive was highly desired and every effort was to be made to attract this gifted CEO.
The Successful CEO Recruited
A CRO of a major media entertainment technology company who prior to his current role was a senior officer of a competing music and entertainment TV Network.
Update: The CEO was highly successful and a multinational media conglomerate has offered to acquire the company. Filcro Media Staffing was instrumental in spinning off the TV Network to a group of investors to facilitate the transaction.
A Integrated Music, Entertainment, Social Networking & Communication Executive Search Chief Sales Officer (CSO)
Search Chief Sales Officer / Executive Vice President Client Global Media and Entertainment Conglomerate. Based New York, NY Search Firm Filcro Media Staffing Officer in Charge Tony Filson Reporting to Chairman of the Board
Client SituationAn executive search committee was formed consisting of representation from each primary constituency to identify an executive search firm to conduct the national search to identify a new global CSO/EVP. Objectives: Global Monetization and Media Asset Acquisition
Executive Search Committee Member Industry and Sector inclusion
Media Ratings Analysis
Music Publishing and Production
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 with the search by first reestablishing a consensus of the committee based on Filcro Media Staffing’s experience with similar searches for senior level media sales executives. The diversity of the business, technical and creative constituencies on the executive search committee caused debate as to whom the ideal CSO would be. After Filcro Media Staffing presented compensation and media platform budgets from previous searches in NY, CA and IL, the ESC agreed on the key 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 structural and revenue perspective within 1-3 & 5 year increments. TV, Online, OEM and Mobile platforms were compartmented to assure 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 Europe
Hiring sales staff and leadership for all offices
Creating a domestic and international sales operations infrastructure
Initiating domestic and global revenue share agreements
Setup digital ad network relationships
Streamline costs associated with business, technical and creative assets
Vendor Partnerships - Content Relationships
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" CSO’s; EVP’s and SVP’s from appropriate media environments with a proven record of success in building solid infrastructure of companies with similar revenue generation goals in integrated 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 phases of revenue growth in the ten’s to hundred’s of millions of dollars at a similar cadence with startups or acquired media assets 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 acquisition of a competitor 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 three integrated media platforms. This executive had led and grown teams in the $20 Million to $600 Million USD ranges.
From a cultural perspective the executive was well suited to work with the president of each respective operating group in technology and creative areas.
The new CSO / EVP was quick to setup US and international operations and the agreements desired by the board in line with their business plans. The proposed acquisition of media assets was facilitated.
Filcro Media Staffing’s OIC Tony Filson was complemented by the board for identifying an executive who exceeded their expectations. Subsequently, Filcro Media Staffing was asked to staff all sales and sales support staffing in New York, Los Angeles, Chicago and Miami.
U.S. Middle East and North Africa Broadcasting International Satellite and Broadcast Radio Networks Executive Search International Integrated Media Platforms
Executive Director Middle East Radio and Interactive Networks
Based Washington, DC Search Executive Director – Middle East Radio Networks Search Firm Filcro Media Staffing Officer in Charge Tony Filson Reporting to President
U.S. Global media concern disseminating across multiple media platforms seeking to upgrade their international radio broadcasting properties located in the U.S and MENA disseminating news, music and special programming to the Middle East and North Africa.
A mandate to effectively communicate with the youthful population of Arabic-speakers in the Middle East by providing up-to-date news, information and entertainment on FM, medium wave, internet and satellite media platforms throughout the region.
A need to broadcast accurate, timely and relevant news about the Middle East, the world and the United States.
Maintain the highest standards of journalism, a free marketplace of ideas, respect for the intelligence and culture of its audience, and a style that is upbeat, modern and forward-looking.
To broadcast 24-hours, seven days a week as a Arabic-language network. To originate broadcasts from studios in the Washington, DC area and Dubai, U.A.E. as well as news bureaus and studios throughout the entire Middle East.
Executive Search Committee Member(s) Industry and Sector inclusion
Broadcasting - Radio
Broadcasting - Satellite
Broadcasting - Internet
Broadcasting - Television
The senior most human resource executive identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search and client President, client Chief of Staff and client head of Human Resources all agreed on definitions for identifying the new Executive Director. Based on Filcro Media Staffing’s international recruitment experience and knowledge of the Middle East, Radio Broadcasting, News, Music and Interactive Properties the firm was able to proceed with the search immediately in global media markets.
Filcro Media Staffing reviewed all available documents pertaining to the current structures of the organization on business, technical and creative levels. Tony Filson proceeded with a solid understanding of personnel, geographic issues, budgets, immediate goals and long term planning for strategic development of the many diverse audiences served in the Middle East.
Challenges Facing the New Executive Director (ED)
Programming - (7) Seven Distinct Radio Channels as a Multiplex
Establish New Audience Metrics With Effective Analytics
Training & Development
International Budget Controls
Adaptation of Technology for Interactive Platforms
Varied Audiences in Closely Located Regions
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in class" international radio executives in the United States, Middle East, Asia and Europe.
Radio executives with Radio Network, Satellite Radio, Interactive Online Radio and Individual Broadcast Radio Stations and Radio Station Groups were all identified for initial universe compilation in and outside of the United States. A broad understanding and experience in international markets with broadcast distribution, engineering, programming production, programming acquisition, ratings analysis and audience development were basic criterion utilized from the onset. A proven record of success in building audiences with diverse music offerings in multiple languages was of primary interest.
This international broadcasting executive would have to manage and delegate globally while establishing a new set of performance metrics for creative initiatives and financial accountability.
Managing in multiple geographics in multiple languages and establishing continuity would be important to bring direct reports more in line with strategic initiatives related to convergence on satellite, online and RF platforms
One distinct goal was to also identify an executive who could lead resource planning for domestic and overseas facilities and oversee major contractors for significant CAPEX.
An executive capable ensuring that appropriate training plans, employee evaluations and counseling, could be provided globally as this executive was functioning as a “change agent” and needed to substantiate results that were sought by the President.
Functioning as a liaison to external organizations and governments on legislative matters concerning station operations would be essential as well as strong interpersonal skills and the ability to work with high profile officials would be required.
Successful Radio GM & Executive Director Recruited
The executive hired had broad knowledge and experience with an international and specifically Middle Eastern media environment with a clear understanding of geopolitical issues that can affect transmission and operations.
One of his main responsibilities in his current role as Vice President of Global Content at a Satellite Radio Network is to not only be aware of what the media environments and political situations are in each of the regions that he conduct business in, but to have a deep understanding of those environments so that he could develop content plans that are focused, strategically sound, culturally sensitive and targeted to the specific needs of a particular country or region.
In the development of his international program(s) and content plans, he conducted a great deal of research on the existing media environment and consumer media behavior patterns in the region, with an emphasis on those in Dubai and Bahrain. The research develop a comprehensive understanding of what was available to consumers in those markets on the AM/FM dial as well as via other platforms, which in turn determined how best to structure a content lineup that would be viewed as unique, compelling and able to drive a substantial audience in Dubai and Bahrain.
This executive fully understood the tradition and nontraditional media environment in the Middle East. Insight into the latest consumer trends regarding the consumption of media, how prevalent are iPods (or other mp3 devices) in each market? Do people read and/or write blogs? Do they listen to streaming audio either on their portable mobile device or on their home PC? Do they download songs to their portable mobile device? Do they listen to audio channels that are part of their Orbit (or other) satellite TV service? All of these things were utilized to inform and to some degree dictate the overall content strategy, especially when determining methods of distribution.
This executive was and is fully versed in every form of assimilation and dissemination in his markets and those he would be creating that never existed in the Middle East before.
In the course of his travels to the Middle East region he had done a significant amount of listening to the radio (including the Filcro Media Staffing client) in order to get a first hand feel of what the overall content offering and listening experience was. I
This executive had a strong belief that a comprehensive understanding of the geopolitical issues affecting the world is an extremely important aspect of conducting business in the Middle East (or anywhere). Throughout his 10-year tenure with his last employer as a global leader in international radio programming he traveled extensively to numerous countries around the world and unequivocally he had an in-depth knowledge of the current state of world affairs that had been so critical in his success as global broadcasting executive.
His strategic management experience in radio is vast. In the early stages of his career he learned the value of and the fundamentals of strategic management and planning at CBS Radio where he served in various positions at flagship radio stations in New York and Los Angeles. Over the last 10 years in Satellite Radio, first as the Director of Global Music Programming and later as Vice President of Global Content, he honed his strategic planning skills even sharper.
This executive had proven key strengths that set him apart from others recruited by Filcro Media Staffing. Many executives spoke of his modality but none had his record of efficacy.
The ability to set realistic and clearly defined goal and articulate what constitutes success to an entire organization.
The development of a comprehensive strategic plan which enabled the goals to be met.
The development of tactical plans detailing how the strategy will be executed.
The successful execution of plans.
There was no fluff in his world. Every bit of programming and content served one of two purposes: the acquisition of subscribers and/or the retention of subscribers.
This executive was not myopic in his understanding or practices. In conducting the business of the Radio Network global content group he traveled extensively to numerous countries around the world including the United Arab Emirates, the U.K., India, South Africa, Indonesia, Singapore, France, Greece and Italy
The nature of his professional travels varied greatly, encompassing content planning sessions with the regional teams, senior level management planning sessions, meeting with existing and potential third-party broadcast partners, meetings with music industry executives, event promoters and content producers, producing and covering major content events. This executive had the direct hands on experience that we were seeking.
His understanding and success with transforming Radio cross-platform, integrating new technology into broadcast operations and implementing changes in media delivery confirmed his capacity to produce and disseminate appropriate content for multiple delivery platforms.
Under his leadership, the content was produced and disseminated in a very diligent, creative and forward thinking manner regarding the exploration of ways of leveraging content on other platforms.
This executive was also prepared to represent the organization to industry, government or public interests. At National Association of Broadcasters (NAB) in the U.S. or NAB Europe he was noted as a clear up and coming leader. As a member of the nominating committee for U.K.’s prestigious Brit Awards he had the distinction of being the first of two American broadcasters to be part of the committee. As a member of the Digital Media VIP’s, an affiliation of professionals hailing from various corners of the digital media world he met on a semi-regular basis to discuss issues of the day as well as an opportunity to connect with other members. He has also been a featured writer for New Radio Strategies website - a site where some of the best thinkers and practitioners in radio in the UK, USA and further afield share and discuss their views about the medium in the digital and global environment.
His financial acumen and the size of the budgets he managed as a fiscally responsible broadcasting executive were impressive. He managed varying levels of budgets as head of the global content group properly keeping the content at an extremely high level. Creating original content with limited budgets presents challenges but he met and exceeded every goal set by the board.
With strong media metrics and analytics he was able to make programming decisions with precision and properly utilize resources. Adjustments to programming based on research results were done quickly and properly.
As a manger and mentor of employees this executive had shown a clear capacity to build human resources in business, creative and technical environments. His ability to positively mange people globally was proven on many levels. Those we spoke with below, on and above line all commented on his exceptional management skills and were able to give clear examples of his success.
Clearly a leader and a leader by example he was able to instill his own work ethic in those around him. In this regard, he was a needed change agent in an environment that required a successful motivator of people.
The executive was hired after much scrutiny and review by the senior most executives of the organization.
This was a global search that spanned four continents and was completed from contract to formal offer in three months.
There was never any doubt internally or on the client side that Filcro Media Staffing had identified, recruited and attracted the single most talented executive in the world to take on this exceptional challenge in international integrated media.
Cable Television Network - Integrated Media Traffic
Vice President Network Traffic TV, OD, Interactive, Mobile
Based Washington, DC - USA Search Firm Filcro Media Staffing Officer in Charge Tony Filson Reporting to Executive Vice President, New York, NY - USA Executive Search Vice President – Network Traffic - All Platforms
A U.S. Multinational Media and Entertainment Conglomerate seeking to upgrade their TV Network traffic infrastructure from a management and technology perspective. This Cable TV Network with over 100,000,000 subs is advertising driven and will enjoy substantial growth based on programming initiatives from the parent company.
Their facilities in Washington, DC will service all agencies as well as Network sales offices in New York, Los Angeles, Chicago and Detroit.
The Executive Vice President of TV Network Sales felt it was essential to upgrade the traffic function internal and external to the organization. There was a clear need to enhance synergy of the multiplex properties to allow the network to have systems that they could grow into, as opposed to out of. The Network needed to upgrade personnel, hardware and software along with management and workflow procedures. This systemic reorganization would require change management, formalized training and succession planning initiatives that did not exist before.
Executive Search Committee Member(s) Industry and Sector Inclusion:
Broadcasting Operations - Cable Television
Advertising - Agency Side - Media
Traffic, Inventory and Sales Planning Technology - Vendors
The EVP of Network Sales identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search after conducting their own national identification efforts to identify the ideal traffic executive. The EVP wanted a new and fresh perspective on the national media markets outside of their traditional recruitment resources.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search Tony Filson and the Filcro Director of Research with the EVP of TV Network Sales initiated and completed the search document after two phone calls, the same day.
Based on Filcro Media Staffing’s intimate knowledge of the client company and parent, along with extensive executive search experience recruiting TV Broadcasting Network Traffic, Inventory, Planning and Operations executives, Filcro Media Staffing was able to proceed with the search the following business day.
The Filcro Media Staffing OIC and the EVP of Network Sales felt that setting a new standard for Network Traffic meant that “current internal means” were of no relevance to establishing “new” performance criterion. Revised technology, management programs, workflow modalities did not currently exist that would be acceptable in the “NEW” traffic environment.
Tony Filson reviewed all hardware and software along with client supplied O&D charting to establish what resources could be utilized as part of the new Inventory and Traffic infrastructure. Understanding what changes had to be made from a Human Resource perspective, directly or on a dotted-line were very important as we needed to identify from the onset of the search current strengths and weaknesses from a skill set and experience perspective prior to discussing “change management”.
The intent was to train and upgrade as many current employees as possible prior to implementing any other changes with the exception of a few employees who clearly did not have the skills or capacity to be part of the “new” Network traffic infrastructure.
The Executive Vice President of Network Sales admired different characteristics of modality,workflow and efficacy from other networks. Tony Filson established a search document that drew from multiple environments to set ideals that would be used during universe compilation.
Some of the challenges facing the new Vice President of Traffic
Training & Development
Adaptation of New and Old Technology to Client Needs
Team Building - Sales - Sales Planning, Sales Services - IT - Traffic - Inventory
Agency Partnerships - Enhancing Relationships
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in class" traffic executives from TV Networks and multiplex broadcasters who presently exceeded the SUB’s of the client company. A proven record of success in dealing with technical ecology in a growing Network was of primary interest. Based on the client’s current contractual hardware and software obligations, Tony Filson started with a universe of TV Networks and media companies that were based on similar traffic, inventory, sales planning and research infrastructures .
A broadcasting executive capable of focusing, while maintaining an “open door”, policy on a holistic level would have to be identified. Employees, Clients and Vendors would all need immediate access to Network leadership to properly implement the systemic positive changes required just prior to an upfront.
Team development was essential and with multiple offices located throughout the United States this executive would have to pull the respective Directors, Managers and line personnel of Inventory, Traffic, Sales, Sales Services, Broadcast Operations and IT together seamlessly regardless of geography.
One part of Tony Filson’s solution was to identify an executive who had gone from a decentralized to centralized NOC, BO&E or Traffic function in the past. This would solve many issues from the onset and let us concentrate on other experience and skill sets while recruiting the new VP. This “D to C” skill as we call it, usually requires a great deal of evangelism leading and anyone who would be successful here, would have to be able to motivate many varied types of constituents.
As the EVP of Network Sales was so intent on setting new standards, it was easy to identify who was appropriate based on proven experience and success that coincided with his desired goals.
Successful Vice President Recruited
A Vice President of TV Network Traffic based in Atlanta, GA.
This VP of Network Traffic had Sales Services, Creative Services, Inventory, Programming, IT and broadcast engineering and operations all falling under his umbrella for Network Sales Operations in-line with the growth required at the client company.
This executive was responsible for all external and internal traffic functions for one of the most respected multiplex cable television networks in the world. The Network as part of another major media and entertainment conglomerate was larger then the client company and everyone viewed this as a positive to facilitate accelerated career growth for the identified executive as he grew the Network's traffic and inventory functions.
The new VP had also facilitated similar technology and management changes in his previous environment. From “above, on, and below line” everyone we spoke with viewed this executive as a catalyst who made things happen. A great number of his staff in his previous environment(s) were promoted and he allowed those people to grow in and out of his department which said a lot about his devotion to his employees, the company and his effective mentoring skills. This VP also managed a larger staff in the past and his ability to manage people and technology was proven on every level of concern to the Executive Vice President. The hiring of new staff and setting of new standards was something he enjoyed and was successful with many times in the past.
This VP had a very skillful way of managing resources and work flow. His methodologies were sophisticated and he understood development issues better than most Traffic executives. He was able to assimilate and disseminate information in such a way that everyone felt included in the success of a project or simple everyday work flow. When he was given multiple network (multiplex) responsibilities in his previous environment he was able to make technological, training, budget and efficacy changes that increased performance allowing sales to sell more effectively. His ability to manage budgets and increase revenue at the same time was an outstanding skill. As the new Network was also becoming a consolidated multiplex this was an ideal fit.
The cultural fit was proper on every level and the transition from Atlanta, GA to Washington, DC was very easy for him and his family.
Note: This VP has been promoted to Senior Vice President and continues to be a valuable resource to the continued success of this multiplex now in 120,000,000 homes in the U.S. and additional subs OCUNUS.
A Filcro Media Staffing Digital Networks Recruitment Director Integrated Media Client and Creative Services Review
Director Client & Creative Services
Diversified global media and entertainment conglomerate
Director Online Client and Creative Services
New York City, NY
Filcro Media Staffing
Officer in Charge
Vice President National Sales, New York, NY
The Vice President of National Advertising Sales needed to add an additional layer of management and enhanced functionality for clients, advertising agencies and internal cross platform advertising campaigns. The Vice President identified Filcro Media Staffing based on the firm’s reputation in both digital and broadcast recruitment.
The Vice President required a person who could autonomously function as an in-house advertising agency at times to offer clients a full cycle solution that could have TV, Motion Picture and Digital participation from the firm’s other operating divisions. Management acumen was also required to mentor, train and hire additional staff to keep pace with a brand approaching the billion dollar mark.
Universe Compilation - Industry and Sector Inclusions
National Cable TV Networks
Regional Cable Networks
Internal Digital Resources in Film, Publishing and Radio
Filcro Media Staffing is Retained
Filcro Media Staffing proceeded to determine the needs of the Vice President form a compilation of factors that were quite complex based on the number of entities that would be serviced by this client and creative services group.
The client agreed with our desire to target eight environments and tier candidates based on management capacity, compensation, technology acumen, operational experience, cross platform exposure and corporate cultural respectively. This “map” established by Filcro Media Staffing and the client brought about the consensus we required to proceed with universe compilation.
Some of the biggest challenges facing the new Digital Operations Director were
Optimizing Current Resources
Building Internal Awareness of Digital Resources Across TV and Film Divisions
Becoming a Resource to Clients and Agencies
Mentoring, Hiring and Managing Staff
Optimizing Communication w/ Traffic and Inventory
Enhancing the Creative Impact of Cross-Platform TV, Interactive and Wireless Presentations
The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to identify "happily engaged" client services directors from the eight environments specified by the Vice President.
It took approximately four weeks to Identify, recruit and qualify four ideal candidates who would be capable of meeting all the current and future needs of the brand as they approached the one billion dollar mark. Keeping to the hierarchy desired was extremely difficult with such a diverse group of candidates coming out of varied industries with different reporting structures and modalities based purely in the content being distributed across each unique platform.
Our top four candidates were all capable of working autonomously and had strong management acumen enabling the six direct reports to a have clear definition as to why this individual was picked to be the next Director.
The Vice President was extremely pleased with the quality of candidates and the cadence at which they were recruited and presented. It was now a matter of “cultural fit” and the Vice President was certain that he could discern this with only a brief meeting with each candidate.
Successful Director of Client and Creative Services Recruited
A motivated and detailed oriented client and creative services professional with 10+ years of experience and a record of excellence increasing productivity in growing environments.
His record with quality and customer satisfaction at high growth interactive companies was confirmed by those who worked for him, his bosses and the ad agencies and clients that he collaborated with.
He was skilled at managing client relations and building this resource where it had not been before in substantial media organizations. His project management experience and a proven ability directing highly complex projects from planning through completion in fast-paced, time-sensitive environments was reiterated by everyone we came in contact. A high-performing manager he was still hands-on with demonstrated abilities to lead teams and always achieving bottom-line results.
Exhibiting growth in every work environment the candidate offered capacity, stability and a strong work ethic that could be emulated in his staff.
Managing over 15 direct reports and overseeing a multimillion dollar client services budget in the past, the transition to the new company was anticipated to go smoothly and it did.
This Director of Client Services has proven to be a vital asset to the company and those that utilize this environment external to the organization. This search was extremely successful and the new Director has met every goal and continues to perform in a manner that exceeds everyone's expectations.
Filcro Media Staffing Integrated Media Executive Search
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 recruiting a Director of Integrated National Advertising Sales
Director National Advertising Sales Integrated Media
Media Industry Businesses Broadcast TV, Cable TV, Satellite TV, Mobile, Online, OEM
Traditional TV Advertising
(DR) Direct Response
Based New York, NY USA
A multicast multiplex cross-platform music TV network with advanced modality in areas relevant to monetization, dissemination, licensing, technology and music industry integration to circumvent traditional roadblocks associated with (8) eight media platforms
Direct Report Chief Revenue Officer (CRO)
Search Firm Filcro Media Staffing, Officer in Charge Tony Filson
Due to increased competition in the music space regarding, affiliate agreements, licensing costs and technology developments the board of directors opted to model future multiplex music distribution across multiple music genres on 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 wanted to eliminate redundancy and increase the efficacy of each individual sales professional to reflect his vision of cross-platform integrated media advertising sales being conducted by singe points of contact vs. silos of competing internal media interests.
The areas of responsibility with regard to national advertising sales would be on all (8) eight media platforms that the Music TV Network would be disseminating across.
Cable TV & MSO
Multicast & OEM
The Filcro Media Staffing Recruitment Solution
Based on Filcro Media Staffing’s prior experience recruiting for each individual media platform and also for integrated media platform executives, Tony Filson as Officer in Charge of Search opted to start with revenue goals associated with each platform and initiate universe compilation based on the revenue objectives of the CRO.
Tony Filson directed Filcro Media Staffing’s recruitment research staff to break down New York, Los Angeles, Chicago, Boston and Miami markets based on the advertising agency and direct client spends across the business verticals relevant to the demographics of each music genre or channel associated with each platform. Combining these numbers offered many challenges as in some instances mobile and online numbers were integrated as were TV spend dollars that sometimes overlapped with OTA, MSO and Satellite. Deriving social networking numbers were also a challenge as many of these dollars were stripped from other platform budgets.
As the firm has been retained to build out New York, Los Angeles and Chicago we opted identify the New York Director of National Advertising Sales first. 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 that we could emulate in Los Angeles and Chicago.
Music monetization acumen was no doubt Filcro Media Staffing’s primary focus here. It was amazing when speaking with those outside of music and or music advertising sales to see how many of them failed to understand the proposition as it related to all the media platforms, the agency and the client and the consumer.
With B2B, B2C & C2C offerings we needed a Director who could grow rapidly as they would have to hire additional staff as Managers and Account Executives once initial budgets were met. With so many opportunities for traditional ad sales and sponsorships it was essential that this Director was able to recognize opportunities that most advertising sales executive would not capitalize on.
As player coaches in each geographic these Directors would have to work with ideation, RFP response and sales planning resources that were lean compared to some other environment they had worked in. The Director in New York had to understand the importance of building a solid foundation that worked so each platform, the agency, the client and the consumers were involved in seamless assimilation and dissemination
One concern of Tony Filson was the optimal mix of clients and agencies to support such a diverse offering of music genres. As examples CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic, Financial and Gaming would lean towards specific music genres in some instances, day parts and rotations. 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 would be essential who could fit into this unique culture.
Filcro Media Staffing has had extensive experience over the years with TV and Music industry recruitment. This industry related recruitment experience allowed the firm to complete the search ahead of the proposed schedule. The CRO was very pleased
The New Director of National Advertising Sales Recruited
The new Director of National Advertising Sales recruited by Filcro Media Staffing was hired by the CRO from a initial pool of 63 candidate, placed into 3 tiers, with 4 candidate ultimately making it into the first tier.
With 14 years of combined work experience the new Director was a well honed advertising sales executive. As a matter of fact, Tony Filson had recruited for two of the firm’s that the Director had worked for in the past. Filcro Media Staffing had no conflict of interest nor was the new Director currently employed at a firm that had retained Filcro Media Staffing within the past year.
Most currently the new Director worked for the number one TV Music entity associated with the primary demographic and three of the key music genres of the new firm she would be joining.
The new Director was recruited based on her extensive mix of agency and direct client contacts that touched on EVERY area relevant to the CRO for ramp-up in New York.
Coming from a multi-billion dollar media and entertainment brand the CRO and the new Director had a great deal in common with their revenue expectations and the process to accomplish their revenue goals.
What amazed everyone was what a unique fit this new Director was from so many perspectives. Not only had she worked in OTA, Cable and Satellite, her Online, Mobile and Social Networking integration was outstanding.
Prior to working in TV the new Director had lead monetization within the music industry with the world's largest producer and distributor of music.
Starting her career in print advertising sales she was well aware of the past and how legacy media failed to grow with the needs of the consumer and the advertising industry.
Going forward she successfully sold as an individual seller generating 10’s of millions of dollars. As a team leader and manager of a national sales team she most recently, met a an 80 million dollar budget running East Coast National Sales for her last employer.