Filcro Media Staffing understands the tactical and strategic requirements to integrate On-Air, On-Line, Mobile, OEM, Print, Multicast and DOOH Place Based media properties. 2015 and 2016 will require clients to be proactive now with OEM and Mobile to remain competitive. Zuus Media is a prime example of a media broadcaster that integrates 9 media platforms and monetizes them appropriately.
The firm has recruited varied levels of executives with diverse, experience compilations to assure the interoperability and monetization of coupled, stand-alone and multicast multiplex digital media properties.
Filcro Media Staffing projects greater ROI for those creating increased cross platform accessibility by mutiplexing and multicasting to their audiences and enabling verifiable accountability to their clients and advertising agencies through enhanced primary data assimilation of media metrics and analytics for pricing.
Filcro Media Staffing is recommending that the clients lower future employment costs by eliminating redundancy by centralizing resources that are cross-platform functional and take the same approach to succession planning.
Opportunities still exist to attract talent below what the market will demand in the coming year due to current conditions. We suggest that clients position themselves for growth in the 2nd quarter of this coming year.
As compensation becomes more relative to revenue in these business groups many media entities will be vying for a smaller pool of staff due to dilution across multiple media platforms; it is increasingly important that clients position their long term interests while the market still offers value. Attraction and retention will require great financial resources beyond the dates we note.
Sales Operations, Sales Planning, Advertising Sales, Product Sales, Traffic, Inventory, Production, Post Production, Operations, Marketing, Affiliate Relations, Digital Ad Networks and Financial Reporting will need to make the required changes to keep pace with demand or lose market share at an accelerated rate.
Media firms who are not traditional 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.
Global CRO Chief Revenue Officer Music Media & Entertainment
Music TV, Music Radio ,Music Merchandising, Music TV Networks, Music Production, Music Licensing and Music Publishing assets and monetization
BasedNew York, NY - USA
Executive Search Firm Filcro Media Staffing
Officer in Charge of SearchTony 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
Recognizing opportunities for music related content and merchandising this media holding company was formed to acquire under performing assets in and related to:
Music Artist Relations
Music Video Production
Music Entertainment Broadcasting
Music Dissemination: TV, Mobile, DOOH, Online, OD
The goal is to combine content and platforms across all music genres to provide alternative assimilation that coincides with the firm’s proprietary technology and intellectual property.
Executive Search Committee Member(s) Industry and Sector inclusion
Cable & Broadcast TV
Broadcast & Digital Radio
Mobile and Broadband
The CEO identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of Search to identify the new CRO.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search, The client CEO and a Managing Director of the investment bank met in New York to discuss current media holdings and those being acquired.
Filcro Media Staffing was engaged to identify the new CRO and to staff all front and back office in New York, Los Angeles, Chicago and Miami. Once the domestic markets were staffed, the firm was instructed to identify XVP level personnel for the U.K. ; EU ; Asia ; South America and The MENA.
The Music Media Networks will launch at a cadence dictated by acquisitions and monetization of infrastructure facilitated by new technology that merges cross-platform assimilation and dissemination 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 technology
Setting new standards for sales planning, digital networks, ad agency and affiliate relationships in a multinational sales organization.
Review and identify key personnel with the ability to work with totally new offerings that undercut all current forms of music assimilation across 10 media platforms.
Filcro Media Staffing’s Recruitment Solution
Based on Filcro Media Staffing’s exposure to TV, Music, Technology and Media Merchandising is was determined that the proper CRO’s to recruit to monetize the organization were limited to 5 domestic and 3 international organizations. With assurances from the CEO that the search could be conducted by market driven factors, (3) three of the (8) were deemed appropriate and ultimately the merger of another media company facilitated the ability to attract our ideal at the cadence required for a 2013 launch.
Successful CRO Recruited
This emerging and unique entity, formally launched, under the guidance of a highly skilled CRO from a multi-billion dollar music and entertainment environment. Due to the competitive nature of this space we have limited this review until a planned IPO. Thank you.
A Music, Entertainment, Social Networking & Communication Executive Search Review Chief Sales Officer (CSO)
Search Chief Sales Officer / Executive Vice President Client Global Media and Entertainment Conglomerate. Based New York, NY Search FirmFilcro Media Staffing Officer in ChargeTony 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 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 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.
Multinational Media and Entertainment Conglomerate Broadcast TV, Cable TV, Film, Digital Media, Entertainment, Publishing, Consumer Products, DOOH & Amusement Venues
National Director TV Network Online & Mobile Advertising Sales
Search Firm of Record - Filcro Media Staffing - New York, NY Officer in Charge - Tony Filson - New York, NY Based - New York, NY Reporting to - National Vice President Online Advertising Sales - New York, NY
Division of a U.S. multinational media and entertainment conglomerate in the Music & Entertainment space. The brand at the time of engagement was at approximately 600 million USD. Primary 18 - 24 skewing to a 18 - 34 demographic. This group in a division of a 40+ billion USD concern.
Search NDOAS - National Director Online Advertising Sales
The National Vice President of Online Advertising Sales had setup sales offices in NY, CA, IL and MI utilizing Filcro Media Staffing and was now seeking an additional layer of sales leadership in a honed National Director to function with autonomy in New York to manage all front and back office.
The VP could take greater strategic control of sales through this hire to enhance tactical execution and partnership with On-Air Advertising Sales.
The formalization of staff sales training and development programs, traffic, digital agency relations and ideation for client and creative services would all be accommodated through this hire.
Filcro Media Staffing is Retained.
The Filcro Media Staffing Officer in Charge of Search (OIC) Tony Filson worked directly with the Vice President to establish his priorities with regard to markets, budgets, employee development, workflow, media technology and budget goals by business vertical and geographic.
Filcro Media Staffing with extensive experience recruiting within this space was able to compile a search universe in a relatively brief period of time.
Recruitment resources of Filcro Media Staffing were drawn from New York, Chicago and Los Angeles to assure that the universe of final sales candidates was indeed from a comprehensive national pool of digital sales executives adapt at cross-platform TV, Online and Mobile monetization.
Specific genre considerations with the brand were of importance to the Vice President and COO of this entertainment group. Filcro Media Staffing kept a clear focus on sales management acumen but took every opportunity to identify those who had a particular affinity to the brand and genre in this unique entertainment and business culture.
The online group has recently formalized plans for synergistic client services, creative services, traffic and inventory systems to offer clients, agencies and internal sister companies information across three media platforms, which Filcro Media Staffing had also staffed. This gave Filcro Media Staffing a distinct advantage to identify “capacity” and “strategic” acumen within the new Director. Particular internal sensitivities with the Television and Motion Picture Groups would require a strong strategist who could gain internal as well as external consensus when initiating new programs for clients and agencies.
The Divisional Vice President and COO granted Filcro Media Staffing the autonomy required to creatively attract those that could function properly on a Director's level and ultimately grow to Vice President as the VP was promoted to Senior Vice President. This was clearly a search that would facilitate revenue growth and a solid succession plan.
Basic Requirements for the National Director of Sales
Enhance revenue through direct sales to national advertisers, advertising agencies and digital networks in synergy with the TV Network's advertising sales staff and as a standalone digital entity across online and mobile platforms
Hire, mentor and manage national account executives based in New York, Los Angeles, Chicago & Detroit
Act as Digital lead on cross platform deals with TV Network Group when SVP, EVP and President of Network Sales presented to substantial clients and or their agencies.
Capacity to create and or identify convergent opportunities with advertisers that capitalize on the Interactive Property and the TV Network's desirable 18-34 demographic in a music and entertainment and genre
Interface with creative and client services teams to enhance product and channel offerings based on advertising opportunities by enhancing ideation to reflect cross-platform reach and efficacy.
Working with the VP to set realistic budgets for deals that were standalone on digital platforms utilizing an enhanced CMS system for online and mobile dissemination.
Some of the challenges facing the new Director
Client and Creative Services optimization through ideation and media metrics
Enhancing TV, Online and Mobile cross-platform relationships
Building Digital’s capacity to deliver for digital networks and partners
Guide other Directors in Traffic, Inventory and Planning across other internal media platforms as to the needs of Digital to enhance sales and the client / agency relationship from a service perspective
Work with TV Network counterparts in Los Angeles, Detroit and Chicago to enhance digital programs for national advertisers, agencies and networks.
Hire and engage staff to perform and meet and exceed budgets established by the Vice President and President of Network Sales.
New Director Recruited
The new Director of National Online Advertising Sales was identified in New York through our firm’s Chicago TV research team. Key relationships with Filcro Media Staffing on Television and Digital platforms were able to verify the efficacy of this executives management style allowing Filcro Media Staffing to bring him forward as a candidate.
The new National Director met with the (OIC) Tony Filson initially in New York and he scored exceptionally high on his Capacity Profile. The OIC commented “The executive exhibits a rare capacity to conceptualize and more importantly execute cross-platform programs that increased budget consistently”. His capacity was key for this search as succession planning was one of Filcro Media Staffing’s primary goals. The National Director o Sales also had a proven record of building and developing national sales staffs across multiple media platforms. He was a noted mentor and greatly respected by those who worked for him.
The VP and COO both embraced this executive on personal and professional levels with great confidence knowing that the autonomy he was about to be granted would allow him to flourish.
The new National Director has proven to be a vital asset to the TV and Digital Networks budget gaols and the organizations successful succession plan.
Filcro Media Staffing and the client company are exceptionally pleased with the outstanding performance of this talented national digital sales executive .He has met or exceeded every goal placed before him and strategically conceptualized and executed on a level befitting a Director destined to be a Vice President of National Advertising Sales for a $600 million USD media and entertainment brand. Employers: To discuss conducting a related search assignment
Director Online Client & Creative Services
U.S. global media and entertainment conglomerate
National Director Online Client and Creative Services
New York City, NY
Filcro Media Staffing
Officer in Charge
Vice President National Sales
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.
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.
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 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 an 80 million dollar budget, running East Coast National Sales for her last employer.