MTV Reorganizes Sales Divisions

McGrath: Specialized Units Will Forge New Partnerships

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NEW YORK (AdAge.com) -- MTV Networks has a whole new approach to ad sales, announcing today its plans to divide its sales units into three clusters: Kids and Family, MTVN Music and Logo, and Entertainment.
MTV Networks CEO Judy McGrath
MTV Networks CEO Judy McGrath Credit: AP

The news comes two weeks after the company laid off 250 employees as part of an infrastructure overhaul that will allow it to "better share resources across our brands, and to invest in our linear channels and other key growth areas," said CEO Judy McGrath in a statement.

With the three clusters come specialized units such as digital-advertising sales and the newly implemented MTVN Brand Solutions and MTVN Generator, which will forge new brand partnerships and business opportunities for MTV Networks. Lisa McCarthy will serve as exec VP for Brand Solutions and Peter Griffin will lead MTVN Generator as exec VP.

New execs
Hank Close remains president-U.S. ad sales for MTVN, with three new executive VPs reporting to him: Jim Perry will head Kids and Family, which includes Nickelodeon and Nick at Nite; Sean Moran will lead MTVN and Logo, which includes MTV, The N, Logo and VH1; and Jeff Lucas will head entertainment, which includes Comedy Central, Spike TV, CMT and TV Land.

Other execs taking on new responsibilities include Dan Lovinger, who becomes senior VP-ad sales, MTV 360; Jim Tricarico, becomes senior VP-ad sales, Kids and Family; Neil Holt, senior VP-ad sales, CMT; David Lawenda, senior VP-ad sales, VH1; and Tom Watson, head of sales, Logo.

On the digital side, Nada Stirratt remains exec VP of digital-ad sales, which is focused on creating marketing solutions across MTVN's 44 websites, 10 broadband services and additional domestic digital properties.
Denise Dahldorf
Denise Dahldorf

New MTV-BET strategy
Elsewhere, MTV and BET announced a new structure and business strategy for their Affiliate Sales and Marketing group, which has been re-branded Content Distribution and Marketing, MTVN and BETN. Its new Exec VP Denise Dahldorf will help meet the needs of the networks' distribution partners across all partners, Ms. McGrath said.

"We're moving from a regional model to an account-focused model," Ms. Dahldorf said in a statement. [W]e're elevating key personnel to the best service and solutions for our partners in television, portals, wireless and every other available screen."

Additionally, Juliette Morris will oversee the marketing division of the new MTV/BET group as senior VP. Ms. Morris previously served as VP of affiliate marketing for HBO and Cinemax.
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