Senior Media Directors, Planners and Buyers Group Account Directors, Account Directors Agency, Broadcast & Client Media Executive Search
Filcro Media Staffing recruits advertising agency Media Directors, Account Directors, Media Planners and Media Buyers within every major media center in the Americas, Europe, Asia and the MENA. Noted efficacy is exhibited in diverse domestic and international multicultural and non-multicultural markets for advertising agencies, manufacturers and broadcasters.
Specialized industry vertical recruitment: Automotive, CPG, Beauty, Pharmaceutical, Travel and Leisure, Beverage, Adult Beverage, Gaming, Entertainment, Apparel, Footwear, Electronics, Financial Services, Food Services, Telecommunications, Education and Luxury Goods.
Media platforms: TV Broadcast, OTT, Cable TV, Radio, Interactive, Print, Mobile and DOOH.
Senior Media Director (SMD) Broadcast, Print, Interactive
Broadcast, Print and Interactive Media
Miami, FL - USA based
Officer in Charge
Tony Filson reporting to Executive Vice President , Miami, FL
Filcro Media Staffing, New York, NY
Diversified U.S. Based International Advertising Agency
The Executive Vice President was seeking a Senior Media Director to join a very stable work environment as the incumbent had been with the firm for approximately fifteen years. What was required was a change agent who could address modality, operations and client relationships that would reflect the EVP’s desire to increase business by optimizing current relationships in the U.S. and Canada. In pitching new and existing business the firm wanted to enhance their capabilities by identifying a Senior Media Director who excelled in this area.
Industry and Sector inclusion
Retail - Luxury Goods
Travel and Leisure
Media Buying, Planning and Management
Filcro Media Staffing is Retained - Everyone gets a “Pink Pony”
The Filcro Media Staffing Officer in Charge of Search Tony Filson was asked to commence a national search working outwards from Miami, Florida and progressively up the East Coast. However, the client wanted to be aware of all candidates irrespective of their geographic. As the initial universe of candidates was compiled Filcro Media Staffing cross-tiered on four levels based on “experience”, “compensation”, “geographic” and “capacity” to assure that ultimately the client was seeing everyone nationally who met 100% of their criterion.
Filcro Media Staffing was provided with organizational charting and budget spends across each media platform to determine how U.S. and Canadian markets were divided from a creative and media platform and budget perspective.
Broadcast, Print and Interactive were the primary platforms with mobile playing a larger role for the coming year's budget.
The Executive Vice President was verbose and gave no doubt as to her priorities and the cadence at which the search was to be conducted.
The Executive Vice President's energy and ability to convey her “ideal” was very useful in providing a cultural snapshot of this unique advertising agency weighted significantly towards the Travel & Leisure industries as luxury and high-end brands.
Some of the challenges facing the new Senior Media Director (SMD)
Optimizing Media Revenue
New Business Development
Adapting to New Technology Across Three Media Platforms
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best-in-class" Senior Media Directors who were heavily involved in the client’s primary verticals across their (3) three media platforms and emerging platform (mobile) for development in their luxury brands markets.
Working outward from Miami, Florida Filcro Media Staffing proceeded to identify, recruit, qualify and attract those that met the following requirements:
Responsible for planning and execution of National US and Canada Broadcast, Print and Web. (Majority TV Broadcast)
Ability to determine effective media usage on each project providing direction, budget allocation, research information and guidance on plans and the execution of buys.
Manage all communications with external advertising agencies in the United States as well as Canada.
Manage the planning, negotiation, and analysis for all print media vehicles, Broadcast and Web ensuring cost-effective programs which provide added-value and leverage to the agency's clients.
The ideal candidate will have superior knowledge of media theory and media terminology specifically as it applies to travel related products such as travel destinations, resorts, lodging or cruise lines.
Travel account experience would be "ideal" but a talented Media Director, Associate Media Director or Senior Media Director from any vertical will be considered.
Ability to manage under $100 Million accounts for TV, Print and Interactive with the same care as larger clients.
A proven track record at building a brand on all levels of advertising and marketing. Travel related accounts being a big plus.
Strong research capabilities in order to create new strategies and innovative plans.
Strong organizational skills to multi-task across multiple-media-platforms.
Ability to manage and coordinate with outside agencies and set priorities.
A sense of urgency and to perform under pressure when deadlines are important.
An analytical thinker well versed with media metrics across all media platforms.
Strong written and oral communication skills. A person who enjoys client contact.
A person who enjoys traveling to resort and vacation destinations to meet with clients.
Minimum of 8-10 years of directly related experience with a large, multi-market retailer or media/advertising agency with significant retail accounts or equal or grater spend under direction.
Successful Media Director Identified, Recruited and Attracted
A East Coast based Senior Media Director who is an Ivy League graduate with over 15 years of media management experience with one of the World's most respected advertising agencies.
Currently as a Group Media Director for global brands he managed client relationships with Fortune 100 - 500 brands
His record of success providing long-term strategic perspective and direction while overseeing day-to-day tactical execution of deliverables; anticipating client needs and aligning agency resources for optimal performance were proven.
He led, inspired, and challenged strategy teams in development of multimedia, traditional and digital plans.
His modality was consistently proactive as he monitored the media landscape for innovative applications and opportunities to drive business.
Interpreting and reporting third party data to measure campaign performance against benchmarks he was well versed at utilizing media metrics.
His record of collaborating with account management to ensure media and message integration enable him to ; serve as the primary client contact point for digital /social media, brand econometrics, business intelligence, research, and global / national buying teams
He Stewarded client media budgets and projected spending estimates to finance directors working with great fiscal responsibility.
The Senior Media Director relocated from the New York Metropolitan area to Miami, Fl. This is another example of a client being in a critical situation that required Filcro Media Staffing to conduct an expedited search. For additional Media Director Executive Searches please go to:
Senior Director Media Planning and Sales Planning Operations
Search Senior Director Media / Sales Planning Based Chicago, IL - USA Search Firm Filcro Media Staffing Officer in ChargeTony Filson - New York, NY Reporting to President TV Network Sales - New York, NY
VIACOM is a leading global media company, with preeminent positions in broadcast and cable television, radio, outdoor advertising, and online. With programming that appeals to audiences in every demographic category across virtually all media, the company is a leader in the creation, promotion, and distribution of entertainment, news, sports, music, and comedy.
Viacom's well-known brands include CBS, MTV, Nickelodeon, Nick at Nite, VH1, BET, Paramount Pictures, Infinity Broadcasting, Viacom Outdoor, UPN, TV Land, Comedy Central, CMT: Country Music Television, Spike TV, Showtime, Blockbuster, and Simon & Schuster.
The President of TV Network Sales was seeking greater efficacy on a tactical and strategic level to enhance revenue.
Executive Search (ES) Member Industry and Sector Inclusion:
Cable TV Network - Multiplex
Broadcast TV Network - Major
The President identified Filcro Media Staffing Tony Filson (TF) functioning as Officer in Charge of Search. The firm has conducted numerous similar searches “above, on and below line” in the past and the familiarity with the ideal skill sets, culture and strategic initiatives relevant the TV Network's practices were advantageous the the Network and assuring an expeditious search.
Filcro Media Staffing is Retained
Filcro Media Staffing Officer in Charge of Search Tony Filson worked entirely with the President of Network Sales to establish a consensus of the type of improvements that were needed to enhance sales operations that could facilitate revenue growth. The President was very clear as to the specific functions and areas of concern that needed to be addressed in this geographic. The Midwest offered a unique opportunity for the proper Director.
Filcro Media Staffing was provided with technical, sales, operational, organizational, financial, cultural and creative overviews requested to evaluate all hard and soft assets as they relate(d) to the skills and experience required of the new Director of Sales Planning and Sales Operations (DSP). Specific tent pole events and preemption of programming in the past were examples of areas where wanted someone with a calm and collected demeanor when rapid changes were required.
The current DSP was not appropriate based on the growth the Network had experienced recently and the additional growth that was anticipated in the near future. The President wanted this position to become more strategic as opposed to tactical and to grant greater autonomy across all traffic, planning, inventory, reporting, training and associated sales functions would be mandatory. By utilizing previous documents from other similar searches, a compilation of appropriate skill sets was utilized with latitude during universe compilation and tiering.
The hierarchy of desired skill sets and industry experience established placed great emphasis on the new DSP taking initiative and formulating practices that would increase efficiency across all areas relevant to Sales Operations and establishing enhanced lines of communication with Programming.
The building and mentoring of staff to proceed with strategic initiatives involving the Midwest and West Coast was essential. Greater stewardship was needed in the development of soft and hard assets reporting into this Director of Sales Planning.
New software being reviewed at the time involved contract negotiations and establishing a new vendor relationship key to planning across three media platforms.. This technology upgrade required a person who was familiar with the review and implementation of new sales systems. The President wanted a Director of Sales Planning and Operations with the capacity to take ownership of the process as it related to a new joint IT and sales planning initiative where this new DSP would work as a committee member with the Network's IT staff as they transition and train the sales assistants, sales planners, inventory, traffic and account executives over to the new system. The ability to set a a clear syllabus with benchmarks for 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 would ultimately be a compilation of skills and experience as opposed to specific weighting. It was essential to give the President everything he needed with different weighting variables so he could determine the strategic value of each candidate that we “first tiered”.
Filcro Media Staffing was very fortunate to have a President of Network Sales who had such a clear vision of where he wanted the Network to be from a market and revenue perspective in the near future. As opposed to him giving the search to a EVP, SVP or VP he opted to to take a hands-on approach to assuring that the person was proper strategic fit for his expansion plans.
Geographic issues were few. Chicago offered many choices as to where and how the firm would start universe compilation. Since relocation was also an option we started with the four primary markets relevant to a DSP and worked outward from Chicago. 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 relocation proved to be a moot point in the end but many of the candidates exhibited everything the president wanted in his “ideal”.
Challenges Facing the New Sr. Director Sales Planning (DSP)
Ad Sales Planning
Ad Sales Systems and IT Acumen
Ad Agency Accountability
Optimization of Revenue
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to Identify "Directors of Sales Planning with proven efficacy in every area relevant to the President's initiatives. Subs and revenue targets were matrixed to allow greater access to high-pot Senior Managers as well as 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 sales infrastructure was essential. The client base, advertising agencies, account executives and sales planning staff had to witness a “clear” difference in the policies and procedures being brought in that would enhance efficacy as well as the bottom line. This new Director's soft skills were of key importance.
The strategic skills required would prove to differentiate the top four candidates but the tactical reviews we conducted offered greater insight into day-to-day running of the department and those that really understood the strains of an upfront, preempted programming, make goods and presenting the proper plan the first time. Avoiding ADU issues by improving process was something we wanted to accomplish not just through proper assimilation of media metrics but 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 President as confirmed in our skill set reviews:
Her ability to quickly review plans prior to being presented to the account managers for submittal to the client/agency and identify potential issues was exceptional. She was known for accurately monitoring the reweigh / remix of all Upfront plans without the prior Director’s shortcomings in scaling to the Network’s growth.
Experience and Proven Capacity
Distribution of all MSA’s 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 cutbacks
Monitoring/approving all planning rates
Monitoring/approving the distribution of ADU schedules
Monitor and prioritize sales planners’ workload and distribute work accordingly
Supervise all sales assistant and sales planners
Providing post summaries of all accounts
Handling excess inventory and oversell situations
Consultation 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 determining make-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 get a general/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 if necessary 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 new DSP and that ultimately led to the identification of an extremely talented new Director for the Network. The new Director had functioned as the National Sales Planning Manager for (4) four Networks as a (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 between them and various departments in New York including, but not limited to, the inventory control department, the traffic department, and invoicing department.
She created and tested reweight/remix template for the various Networks new planning systems, trained Sales Planners to understand 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 proposals for media buyers at advertising agencies by analyzing data and customizing it for demographic goals and budgets of specific 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 order to optimize our clients’ buys. Being extremely proactive and involved with the process of developing and maintaining client relationships to facilitate future business she was also responsible for overseeing the maintenance and delivery on all accounts and overseeing/executing cutbacks, sell-off requests, planning rates, added value requests, and re-expression of dollars.
Her ability to negotiate deals and present sales presentations to assigned sales territories and work with AE’s, V.P’s and above was proven. Her development of four National Revenue Planning Departments to develop upfront and scatter planning strategies to maximize sales and meet the company’s annual goals were just what the President wanted.
This new Director was identified in Chicago and relocation was not required.
Search Media Director Based Atlanta, GA - USA Search Firm Filcro Media Staffing Officer in ChargeTony Filson - New York, NY Reporting to CMO - Chief Marketing Officer - Atlanta, GA
U.S.based media, marketing and advertising firm devoted to the financial industries. The firm manages over $660,000,000 USD of diversified TV, Radio and Online advertising for some the world’s largest and most respected financial institutions.
The CMO identified Filcro Media Staffing to conduct 3 searches relevant to the expansion of the firm’s media and creative offerings to America's largest financial institutions.
The current media spend at $660,000,000 was sizable. The CEO and CMO retained Filcro Media Staffing to increase revenue to over One Billion USD at an aggressive cadence.
Tony Filson was asked to function as officer in charge of search to coordinate the identification, recruitment, attraction and relocation of the media executives required to grow the business as he had worked with the clients customers to identify their internal global heads of media, marketing and communications.
Universe Compilation - Industry and Sector Inclusion
Broadcast TV Networks - National, Regional, Local
Broadcast Radio Networks - National, Regional, Local
Filcro Media Staffing is Retained
Filcro Media Staffing proceeded with a close examination of the firm’s current resources devoted to cultivating and managing the entire media workflow environment. Analyzing the workflow process from inception to finished product determined the experience the new Media Director would need to increase business and the additional operational resources needs to support the Director.
Since Filcro Media Staffing was also charged with recruiting a new Executive Producer at the same time to work with the new Media Director the officer in charge of search was able to keep the client company's corporate culture at the forefront and assure that both executives would work well together and as integral parts of this healthy and vibrant work environment.
With over $660,000,000 in current media spend the proper media executive would have to had exposure to the most desired accounts in the P&G, Coca Cola, McDonalds and related financial industry business groups. Start universe compilation from this perspective permitted a more expeditious completion of the road-map utilized to bring this executive search to fruition.
Collaborating closely with a very gifted and hands on CMO was a pleasure. His openness, honesty and accessibility during the search process was instrumental in the great success that this search culminated in and the rewards that followed.
Some of Challenges Facing the new Media Director
Enhancing Analytics and Media Metrics
Optimizing Return on National and Scatter Markets
Expressing a New Modality to Current and Existing Clients
Refining The New Business Presentations to Reflect Greater Efficacy
Becoming a Go-To Resource for Internal and External Media Interests
Setting New Standards for Planning and Execution of Media Plans
Increased Traffic and Inventory Awareness for Marketing
Filcro Media Staffing’s Recruitment Solution
Filcro Media Staffing proceeded to identify Media Directors that could meet or exceed the business goals set by the CMO and CEO of the client company.
The CMO had expressed a desire to relocate a Media Director from a top agency in New York City and Filcro Media Staffing’s Research Director used separate universe compilations to work outward from the client’s geographic as well as a primary New York candidate profile list.
As the search developed and the final tiering came about there was cross client media ownership for a major advertising agency between Atlanta and New York for large accounts that were targeted for media spends that met every criterion the CMO put forward. It was ultimately Filcro Media Staffing’s ability to identify the proper executive and save the client substantial monies on relocation, that brought this executive search to fruition ahead of schedule and well within the compensation parameters desired.
Successful Media Director Identified, Recruited and Attracted
A current Associate Director of Media Planning in one of the World's largest advertising agencies.
Directing all day-to-day activity regarding all national and local media planning and buying matters this Media Director had a track record of assuring that all work met client expectations.
Managed a team of up to 10 direct reports of senior media planning and buying professionals he implemented multi-platform media plans for some the world's most recognized brands.
With broad media platform experience: spot radio, spot TV, OOH, digital (online, mobile and social), national TV, network radio, search, national / local magazine and trade magazines this Media Director could meet every need the client company required to expand their business and increase media revenue.
The new Media Director made a swift and seamless transition. The CEO and CMO are exceptionally pleased with the professionalism and cultural fit of the new Media Director recruited by Filcro Media Staffing.
Group Account Director (GAD) Multicultural Beauty & CPG
Based New York, NY - USA Executive Search Firm Filcro Media Staffing Officer in Charge of Search Tony Filson reporting to HR and the Hiring Manager Client A respected group within one of the top 10 global advertising agencies
Search Group Account Director - Multicultural CPG & Beauty
Client Situation The board of directors of the hiring entity and the parent company were seeking a change agent to positively affect culture, current client efficacy and new business development within the agency's multicultural CPG and beauty group.
Tony Filson met with one of the advertising agency's board members in New York to discuss the immediate and long term goals to be accomplished by this executive search. Positive changes were made on the C level and the proper executives needed to be attracted to reinforce the strategic initiatives of the agency's leadership. Clients, employees and the advertising industry as a whole needed to receive a clear and verifiable indication that “The New” direction of the agency was systemic.
Business Sector Inclusions
Beauty & Consumer Packaged Goods
Broadcast and Digital Media Networks
Filcro Media Staffing is Retained
Summary: With clear strategic insight from a verbose board member and the agency CEO the search universe was identified quickly. It took a number of weeks to hone the research required and tier the first round of candidates. Through the first round, it was determined by the hiring manager that there would be a shift in the weighting of account management vs. new business development. These changes, once applied, permitted the hiring of a candidate presented in the second round.
The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing has had extensive experience working in multicultural markets with CPG and Beauty brands across all media. The firm first examined our proprietary O&D charting compiled as primary data for multinational CPG/Beauty based on previous searches conducted for multicultural broadcasters, digital publishers and advertising agencies. The immediate benefits realized, resulted in (8) eight viable candidates. After review, Four (4) were extremely beneficial to the search. Two (2) candidates were tiered, One (1) was eliminated due to compensation and One (1) was set aside for networking that resulted in Two (2) additional candidates for the second round of interviews.
At the conclusion of the first round of interviews the head of HR, the hiring manager and the CEO determined that they would like to change the initial weighting of experience in two key areas. Adhering to the client’s request, an additional Four (4) candidates were brought forward of which Two (2) made it to a final round for consideration. The hiring manager knowing the demanding needs of one key multinational CPG account felt the soft skills of one candidate in particular would facilitate the type of accountability and messaging she was seeking with an extremely fastidious client. Ultimately, this candidate was hired.
It was the tenacity of Filcro Media Staffing’s Director of Research assigned to this search that brought this assignment to fruition expeditiously. Her ability to relate the hiring manager's feedback from the first round to the recruitment strategy for the second round, was spot on.
It took approximately eight weeks to bring this search to fruition from Filcro Media Staffing being engaged to the formal offer being extended and accepted by the new Group Account Director.
The Talented New Group Account Director Recruited
The advertising executive recruited not only had extensive experience in multicultural CPG and beauty account management, she also played a key role in building they type of corporate culture and client accountability the firm was seeking.
Her ability to work through an aggressive executive search process, set at an unusual cadence, was admirable. It was a direct reflection of her ability to turn on a dime and maintain decorum at all times.
With extensive experience on both the client and agency side in New York, Chicago and Atlanta she also offered honed acumen with regard to managing a very large client well, with resources and personnel spread across diverse geographics.
In the areas of CPG, Beauty, Financial Services, Travel & Leisure, QSR’s and Beverage her modalities were all successful regardless of industry or business vertical. For new business development this was of key interest to the CEO and her identification was facilitated by the re-weighting of the search after the first round of interviews.
From a cultural perspective it was clear that her past success in mentoring and developing employees led to effective succession plans. Her strong communication skills also permitted clients to understand her account direction easily. Her ability to effectively connect consumers with brands through traditional and digital media was partly due to her exceptional writing skills. She could build and develop and produce stories / creative and then utilize the proper media consistently so a client could see tangible and verifiable results.