Satellite War: Video Interview With DirecTV's CMO

Paul Guyardo Discusses Life in a Superheated Ad Category

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DirecTV CMO Paul Guyardo frankly discusses his role in a highly-competitive advertising category.
NEW YORK ( -- 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.
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