|DirecTV CMO Paul Guyardo frankly discusses his role in a highly-competitive advertising category.
NEW YORK (AdAge.com) -- DirecTV CMO Paul Guyardo credits a system of accountability metrics for his long tenure in his most high-profile jobs. That includes his current position as well as the eight years he spent as exec VP-marketing at Barry Diller's Home Shopping Network. DirecTV is the country's largest broadcast satellite provider, ahead of No. 2 Dish Network. It's also locked in a ferocious marketing battle with Comcast and other cable providers over which service offers the most high-definition channels. In this nine-minute Ad Age CMO Strategy Interview with Jennifer Rooney, Mr. Guyardo discusses his role in one of the country's most superheated advertising categories.