NBCUniversal consolidated ad sales for its local stations and regional sports outlets under its ad-sales chief Linda Yaccarino, adding to her duties at the large Comcast-controlled media conglomerate.
Yaccarino will continue to oversee the company’s national advertising sales, as she has done since the fall of 2012. She joined NBCUniversal in September of 2011 from the former Time Warner to oversee cable and digital ad sales. Since that time, she has led a charge to update the company’s offering for a Madison Avenue increasingly focused on video distributed by mobile, digital and streaming platforms.
As part of her new duties, Yaccarino will lead a new effort to create a data strategy across NBCUniversal – one that follows the company’s recent moves to sell ad inventory across many different media venues in unified fashion, rather than cordoning off different pieces in individual transactions. A new team, placed under a chief data officer to be named at a later date, will “map out a strategic plan for information development across the organization, driving revenue generation and building deeper pathways into commerce,” NBCUniversal said Monday.
Yaccarino will also gain oversight of NBCU’s strategic initiatives team, led by Kathy Kelly-Brown, a senior vice-president who is a longtime company executive. That group has been responsible for devising plans to market and promote a range of Comcast and NBCU properties across the company’s assets, and has been responsible for devising strategies to gain attention for various Universal movies, NBC’s OIympics broadcasts, and launches of important programming initiatives.
“While there is no doubt we are a content and technology company at our core, we need to keep accelerating our business plans to define entertainment and build the future of advertising,” Yaccarino said in a memo. “With the addition of these strong teams and new initiatives, we’re expanding our offerings for clients while diversifying our business and creating new company-wide opportunities. We’re making the right investments to bring that future into focus.”
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