Media Integration

Interactive, Broadband, Mobile, Gaming & OEM

Business, Technical and Creative Recruitment
Filcro Media Staffing recruits the tactical and strategic leadership to create, integrate and monetize On-Air, On-Line, Mobile,
OEM, Print, Multicast and DOOH Place Based media properties. 2013 will require clients to be proactive now with OEM and
Mobile platform integration to remain competitive.

Filcro Media Staffing identifies, recruits and attracts varied levels of executives, experience compilations and skill sets required
to assure the interoperability and monetization of coupled, stand-alone and multicast multiplex digital media properties.
Filcro Media Staffing projects greater returns for those retaining Filcro Media Staffing and create increased cross platform
accessibility by mutiplexing and multicasting to their audiences and enabling verifiable accountability to their clients and
advertising agencies through enhanced digital media metrics and analytics by primary data assimilation.
Filcro Media Staffing is recommending that the clients of our firm lower future employment costs by eliminating redundancy by
centralizing resources that are cross-platform functional and take the same approach to succession planning.

Mobile Cable TV & MSO Broadcast TV Digital Radio Online Multicast & OEM DOOH
Location New York, NY - USA
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson Reporting to Board of Directors, CEO, CTO & SVP HR - TF
Client Diversified U.S. Global Media & Entertainment Conglomerate
Client Situation Succession Plan & Upgrade of Global IT Across all Media Platforms
Opportunities still exist to attract assets below what the market will demand in the coming year due to current conditions. We
suggest that clients position themselves for growth in the 2nd quarter of the coming year.
As compensation becomes more relative to revenue in these business groups many media entities will be vying for a smaller
pool of staff due to dilution across multiple media platforms; it is increasingly important that clients position their long term
interests while the market still offers value. Attraction and retention will require great financial resources beyond the dates we
note.
Sales Operations, Sales Planning, Advertising Sales, Product Sales, Traffic, Inventory, Production, Post Production,
Operations, Marketing, Affiliate Relations, Digital Ad Networks and Financial Reporting will need to make the required changes
to keep pace with demand or lose market share at an accelerated rate.
Media firms who are not traditional broadcasters but are developing interactive products for online distribution and marketing,
gaming, music and social networking will find that enhanced skill sets are required to keep pace with technology and
production standards on the platforms they will be competing on.
Filcro Media Staffing identifies, recruits and attracts convergent media executives who facilitate digital business goals tactically
and strategically. Searches are conducted for regional, national and international markets.
A Filcro Media Staffing
Media Technology Executive Search Review for Multiplatform Interactive Integration
Chief Technology Officer (CTO)
Global Broadcasting, Motion Picture, Cable & Interactive Networks







Executive Search Committee Industry and Business Sector Inclusion
Television Networks - Cable & Broadcast - International, National, Regional & Local
Radio Broadcasting Networks - International, National, Regional & Local
Wireless / Mobile Content Producers - International, National, Regional & Local
Online Interactive - International, National, Regional & Local
Network & Syndicated Programming Producers - TV, Radio, Interactive, Mobile, Film
Motion Picture Studios - Domestic & International
The executive search committee (ESC) of the client company was comprised of the President,
CEO, current CTO and SVP of Human Resources acting as the liaison for the (ESC). The (ESC)
identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of
Search (OIC) to conduct a national search to identify and review the proper technology executive
capable of facilitating the current CTOs succession plan and the board of director's desire to
enhance the global technological resources of their media holdings across all media platforms.
The CTO had a clear vision of where the diverse media holdings needed to be technologically in international, national,
regional and local markets and he was exceptionally articulate in what he was seeking strategically and tactically to assure
that his successor could manage this global media and entertainment conglomerate, well into the future.
The diversity of the company's global media portfolio would require Filcro Media Staffing to recruit a CTO with broad media
acumen and a sophisticated comprehensive overview of advanced multimedia, multicast and multiplex broadcast
technologies. For terrestrial distribution, MSO, OTA & Satellite relationships and FCC mandates this new CTO would require
exceptional hard and soft skills to evangelize technology internal and external to the organization. The new CTO would review
and manage many IT and broadcast vendor relationships across three continents; this would require a fiscally mature media
IT executive with extensive build-out, operations and maintenance experience globally.
With a large multinational and multi language IT engineering staff reporting into this technology executive, a noted and adept
mentor with the ability to manage soft and hard assets remotely would be essential. Media technology issues associated with
international government regulations, business affairs and monetization were complex and we required an executive who could
utilize the firms extensive legislative resources effectively to manage these areas with autonomy.
Some of challenges facing the new CTO
Global Dissemination Across Multiple Media Platforms
Optimizing and Upgrading Resources for TV, OD, Radio, Interactive and Wireless Normalization
Change Management
Vendor Management in International & Domestic Markets
Optimizing Sales Technology to Enhance Revenue Across All Platforms
Centralize Control of International Technology Assets
International Government and Domestic FCC Compliance
Management of a Diverse Multinational Staff
Attracting and Mentoring Staff to Facilitate Technology Initiatives
Implementing IT Best Practices Internal & External to the Organization for Assimilation, Dissemination & Production
Integration of media platforms for monetization of multicast products and services
Solution
Based on Filcro Media Staffings recruitment experience with prior advanced media technology searches
and an awareness of other global media organization's technology infrastructures; compiling, verifying
and vetting the entire initial search universe and including the ESC in the process took less than three
weeks to complete. With a finite number of appropriate media technology executives capable of
moving the organization globally to their next generation of technology across all their targeted media
platforms it was apparent who was qualified from a mechanical perspective well before the initial round
of interviews in New York, Atlanta and California to understand each executive's capacity strategically.
The OICs (Tony Filson) objective was to attract the proper media technology executives to fit well within the organizations
unique technology culture. Every ideal media technology executive identified was currently under contract, happy and well
vested within their respective media conglomerate. The current CTOs succession plan was essential while recruiting to attract
the ideals who were talented and well sought after Media IT executives. All exhibited the career progression and stability
sought in the new CTO to maintain continuity and facilitate growth in the clients global technology organization.
The current Chief Technology Officer CTO required extensive assurances that this incoming executive would assume the
initial transitional role prescribed before taking over the CTO position at the cadence prescribed. Maturity and sound judgment
during a brief transition alloted would afford the organization and their vendors and affiliates continuity during the new CTOs
ascension. An extensive round of interviews in New York with the CTO, CEO and other senior level executive of the hiring
company provided a unanimous consensus that the proper media IT executive to assume the CTOs position had been
identified and that he was indeed uniquely qualified and the single most qualified candidate for the position.
Successful CTO Recruited
The executive recruited and attracted by Filcro Media Staffing - Tony Filson (OIC) for the organization
was currently managing (7) seven major TV broadcast and cable entities for one of the largest U.S.
based multinational media and entertainment conglomerates in the world. In his previous roles this
technology executive managed across every media platform relevant to the organizations diverse global
media infrastructure to include: Multicast of Cable TV, Broadcast TV, Radio, Interactive, On Demand,
OOH, Mobile and Wireless assets.
The executive was currently managing over 70 senior technology employees across The Americas, Europe and Asia with total
technology and financial controls within these geographics for global dissemination. His total reports on a dotted line and
vendor management exceeded that of any other candidate by two fold.
With a proven history of efficacy in managing and introducing new media technology from a hard asset and human resource
perspective he was respected below, on and above line by everyone who came in contact with him personally and
professionally. This level of respect by his peers and those who reported into him would also be an asset in attracting and
retaining highly valuable media technologists for the client company in the future.
One of the most challenging aspects of this media technology executive search was negotiating the timing of the executive's
release from his current contract due to a media industry merger. At all times, this media IT executive exhibited traits inherent
to someone with a fine character, intelligence and honor. It was a pleasure working on this search with the current CTO and
attracting such a fine senior media IT executive to carry forward the firm's reputation as a leader in global media technology
and broadcasting entertainment.
The incumbent CTO left the firm as designed in his succession plan and the new CTO apparent reported directly into the new
CEO.
Mobile Cable TV & MSO Broadcast TV Digital Radio Online Multicast & OEM DOOH




Integrated Media Music Television Network
TV Network CEO
Chief Executive Officer

Based New York, NY - USA
Search Firm Filcro Media Staffing OIC Tony Filson reporting to the Board of Directors
Client A Music TV Network seeking departure from legacy media and looking to the future in the way music is produced,
distributed, licensed, monetized and assimilated across (8) eight media platforms.
Search Chief Executive Officer (CEO)
Client Situation Due to increased competition, affiliate agreements, licensing costs and
technology developments the board of directors opted to form a new company as a model for
future multiplex music distribution across multiple music genres. The board was seeking a TV
Network CEO with solid efficacy in directing management and monetization within this space.
The objective facilitated was to cut out legacy media CAPEX and start with a business model
that vastly improved margins and lowered operating costs that were previously associated with
100-Million plus rated advertising driven TV Networks. The CFO and Chairman of the
company specifically wanted to attract an executive from this space with the capacity to
leverage technology, content and distribution to the new TV Networks advantage. Below is a
review of Filcro Media Staffing completing the search
Executive Search Committee Member(s) Industry and Sector inclusion
Cable TV
Broadcast TV
Satellite TV
Technology
Music Publishing / Music Distribution / Music Production
Investment Banking
The CFO identified Filcro Media Staffing (FMS) and Tony Filson (TF) as Officer in Charge of Search.
Filcro Media Staffing Retained
The Filcro Media Staffing Officer in Charge of Search, Tony Filson, The client CFO and current Chairman met in New York
and set revenue goals for the new TV Network. Based on FIlcro Media Staffings experience conducting executive searches
for other music and entertainment based TV Networks the board of directors wanted guidance on a number of areas relevant
to the future of multiplex broadcasting and broadcasting technology that could enable the Network to enjoy profit margins well
above the industry mean while greatly reducing operating costs and initial distribution CAPEX.
Technology developed by the company for terrestrial distribution gave them an exceptional advantage
over others in this space. The ability to multi-cast across eight media platforms without legacy BO&E
costs was clearly one of the company's strongest assets aside from their creative content.
Tony Filson and the Network CFO felt that a new standard for music entertainment television would
catch on quickly, executing expeditiously to monopolize on the Network's intellectual property was
essential.
Filcro Media Staffing reviewed all aspects of the network's infrastructure and every member of the
executive search committee agreed with the firm's strategy on attracting the proper CEO.
Some of the challenges facing the new Chief Executive Officer (CEO) were
Evangelizing New Forms of Music Distribution & Monetization
Attracting and Building Management Teams in NY, CA & IL
Financial Controls that Excluded Legacy Media CAPEX
Adaptation of New Technology to Affiliates and Distributors.
Identifying a New Board Member
Solution Filcro Media Staffing proceeded with revenue objectives, team building, technology and genre specific industry
experience at the forefront.
The initial universe of potential candidates was rich and obtaining insight into each candidate's experience with adapting new
broadcasting technology to transform an industry was key. Evangelizing new modality to an industry steeped in legacy media
with vast investments in legacy broadcasting technology and distribution, was not going to be an easy task.
Of the initial universe of 20 screened and possible CEOs, 4 were separated as first tier candidates and after extensive
interviews with Filcro Media Staffing, the client board and the investment bankers all agreed that one executive was highly
desired and every effort was to be made to attract this gifted CEO.
The Successful CEO Recruited
A CRO of a major media entertainment technology company who prior to his current role was a senior officer of a competing
music and entertainment TV Network.
As this TV Network is emerging in 2012 - 2013 based on proprietary technology. We are limiting this case history to protect
the client company. A more verbose review will be posted in 2014.
A Integrated Music, Entertainment, Social Networking & Communication Executive Search
Chief Sales Officer (CSO)
Search Chief Sales Officer / Executive Vice President
Client Global Media and Entertainment Conglomerate.
Based New York, NY
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson
Reporting to Chairman of the Board

Client Situation An executive search committee was formed consisting of representation from each primary constituency to
identify an executive search firm to conduct the national search to identify a new global CSO/EVP. Objectives: Global
Monetization and Media Asset Acquisition
Executive Search Committee Member Industry and Sector inclusion
Television Broadcasting
Telecommunications
Motion Picture
Media Ratings Analysis
Music Publishing and Production
Social Networking
The executive search committee (ESC) unanimously voted to retain Filcro Media Staffing (FMS).
Filcro Media Staffing is Retained
Filcro Media Staffing with Tony Filson as Officer in Charge of Search (OIC), met with the ESC and commenced with the
search by first reestablishing a consensus of the committee based on Filcro Media Staffings experience with similar searches
for senior level media sales executives. The diversity of the business, technical and creative constituencies on the executive
search committee caused debate as to whom the ideal CSO would be. After Filcro Media Staffing presented compensation
and media platform budgets from previous searches in NY, CA and IL, the ESC agreed on the key experience criterion to be
utilized for universe compilation.
Filcro Media Staffing was provided a strategic overview of where the board would like to see the firm from a structural and
revenue perspective within 1-3 & 5 year increments. TV, Online, OEM and Mobile platforms were compartmented to assure
that the budgets desired were realistic.
Some of the challenges facing the new CSO / Executive Vice President
Establishing offices in New York. Los Angeles, Chicago, Mexico, South America and Europe
Hiring sales staff and leadership for all offices
Creating a domestic and international sales operations infrastructure
Initiating domestic and global revenue share agreements
Setup digital ad network relationships
Streamline costs associated with business, technical and creative assets
Vendor Partnerships - Content Relationships
Filcro Media Staffings Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in industry" CSOs; EVPs and SVPs from appropriate media
environments with a proven record of success in building solid infrastructure of companies with similar revenue generation
goals in integrated global digital and broadcast media markets.
As the board had setup 1-3 & 5 year revenue goals it was essential that the CSO had exhibited efficacy in multiple phases of
revenue growth in the tens to hundreds of millions of dollars at a similar cadence with startups or acquired media assets
rolling out with similar distribution across the same combined media platforms.
The board required expeditious recruitment results to meet revenue projections to assure that the acquisition of a competitor
could take place the following year.
Successful CSO / EVP Recruited
A CSO / EVP was identified, recruited and hired with both startup and global media conglomerate experience across three
integrated media platforms. This executive had led and grown teams in the $20 Million to $600 Million USD ranges.
From a cultural perspective the executive was well suited to work with the president of each respective operating group in
technology and creative areas.
The new CSO / EVP was quick to setup US and international operations and the agreements desired by the board in line with
their business plans. The proposed acquisition of media assets was facilitated.
Filcro Media Staffings OIC Tony Filson was complemented by the board for identifying an executive who exceeded their
expectations. Subsequently, Filcro Media Staffing was asked to staff all sales and sales support staffing in New York, Los
Angeles, Chicago and Miami.
U.S. Middle East and North Africa Broadcasting
International Satellite and Broadcast Radio Networks Executive Search
International Integrated Media Platforms
Executive Director
Middle East Radio and Interactive Networks


Based Washington, DC
Search Executive Director Middle East Radio Networks
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson
Reporting to President
Client
U.S. Global media concern disseminating across multiple media platforms seeking to upgrade their international radio
broadcasting properties located in the U.S and MENA disseminating news, music and special programming to the Middle East
and North Africa.
Client Situation
A mandate to effectively communicate with the youthful population of Arabic-speakers in the Middle East by providing up-to-
date news, information and entertainment on FM, medium wave, internet and satellite media platforms throughout the region.
A need to broadcast accurate, timely and relevant news about the Middle East, the world and the United States.
Maintain the highest standards of journalism, a free marketplace of ideas, respect for the intelligence and culture of its
audience, and a style that is upbeat, modern and forward-looking.
To broadcast 24-hours, seven days a week as a Arabic-language network. To originate broadcasts from studios in the
Washington, DC area and Dubai, U.A.E. as well as news bureaus and studios throughout the entire Middle East.
Executive Search Committee Member(s) Industry and Sector inclusion
Broadcasting - Radio
Broadcasting - Satellite
Broadcasting - Internet
Broadcasting - Television
The senior most human resource executive identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer
in Charge of Search.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search and client President, client Chief of Staff and client head of Human
Resources all agreed on definitions for identifying the new Executive Director. Based on Filcro Media Staffings international
recruitment experience and knowledge of the Middle East, Radio Broadcasting, News, Music and Interactive Properties the
firm was able to proceed with the search immediately in global media markets.
Filcro Media Staffing reviewed all available documents pertaining to the current structures of the organization on business,
technical and creative levels. Tony Filson proceeded with a solid understanding of personnel, geographic issues, budgets,
immediate goals and long term planning for strategic development of the many diverse audiences served in the Middle East.
Challenges Facing the New Executive Director (ED)
Programming - (7) Seven Distinct Radio Channels as a Multiplex
Program Development
Program Acquisition
Establish New Audience Metrics With Effective Analytics
Change Management
Training & Development
International Budget Controls
Adaptation of Technology for Interactive Platforms
Cultural Diversity
Varied Audiences in Closely Located Regions
Filcro Media Staffings Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in class" international radio executives in the United States, Middle East,
Asia and Europe.
Radio executives with Radio Network, Satellite Radio, Interactive Online Radio and Individual Broadcast Radio Stations and
Radio Station Groups were all identified for initial universe compilation in and outside of the United States. A broad
understanding and experience in international markets with broadcast distribution, engineering, programming production,
programming acquisition, ratings analysis and audience development were basic criterion utilized from the onset. A proven
record of success in building audiences with diverse music offerings in multiple languages was of primary interest.
This international broadcasting executive would have to manage and delegate globally while establishing a new set of
performance metrics for creative initiatives and financial accountability.
Managing in multiple geographics in multiple languages and establishing continuity would be important to bring direct reports
more in line with strategic initiatives related to convergence on satellite, online and RF platforms
One distinct goal was to also identify an executive who could lead resource planning for domestic and overseas facilities and
oversee major contractors for significant CAPEX.
An executive capable ensuring that appropriate training plans, employee evaluations and counseling, could be provided
globally as this executive was functioning as a change agent and needed to substantiate results that were sought by the
President.
Functioning as a liaison to external organizations and governments on legislative matters concerning station operations would
be essential as well as strong interpersonal skills and the ability to work with high profile officials would be required.
Successful Radio GM & Executive Director Recruited



The executive hired had broad knowledge and experience with an international and specifically Middle Eastern media
environment with a clear understanding of geopolitical issues that can affect transmission and operations.
One of his main responsibilities in his current role as Vice President of Global Content at a Satellite Radio Network is to not
only be aware of what the media environments and political situations are in each of the regions that he conduct business in,
but to have a deep understanding of those environments so that he could develop content plans that are focused, strategically
sound, culturally sensitive and targeted to the specific needs of a particular country or region.
In the development of his international program(s) and content plans, he conducted a great deal of research on the existing
media environment and consumer media behavior patterns in the region, with an emphasis on those in Dubai and Bahrain.
The research develop a comprehensive understanding of what was available to consumers in those markets on the AM/FM
dial as well as via other platforms, which in turn determined how best to structure a content lineup that would be viewed as
unique, compelling and able to drive a substantial audience in Dubai and Bahrain.
This executive fully understood the tradition and nontraditional media environment in the Middle East. Insight into the latest
consumer trends regarding the consumption of media, how prevalent are iPods (or other mp3 devices) in each market? Do
people read and/or write blogs? Do they listen to streaming audio either on their portable mobile device or on their home PC?
Do they download songs to their portable mobile device? Do they listen to audio channels that are part of their Orbit (or other)
satellite TV service? All of these things were utilized to inform and to some degree dictate the overall content strategy,
especially when determining methods of distribution.
This executive was and is fully versed in every form of assimilation and dissemination in his markets and those he would be
creating that never existed in the Middle East before.
In the course of his travels to the Middle East region he had done a significant amount of listening to the radio (including the
Filcro Media Staffing client) in order to get a first hand feel of what the overall content offering and listening experience was. I
This executive had a strong belief that a comprehensive understanding of the geopolitical issues affecting the world is an
extremely important aspect of conducting business in the Middle East (or anywhere). Throughout his 10-year tenure with his
last employer as a global leader in international radio programming he traveled extensively to numerous countries around the
world and unequivocally he had an in-depth knowledge of the current state of world affairs that had been so critical in his
success as global broadcasting executive.
His strategic management experience in radio is vast. In the early stages of his career he learned the value of and the
fundamentals of strategic management and planning at CBS Radio where he served in various positions at flagship radio
stations in New York and Los Angeles. Over the last 10 years in Satellite Radio, first as the Director of Global Music
Programming and later as Vice President of Global Content, he honed his strategic planning skills even sharper.
This executive had proven key strengths that set him apart from others recruited by Filcro Media Staffing. Many executives
spoke of his modality but none had his record of efficacy.
The ability to set realistic and clearly defined goal and articulate what constitutes success to an entire organization.
The development of a comprehensive strategic plan which enabled the goals to be met.
The development of tactical plans detailing how the strategy will be executed.
The successful execution of plans.
There was no fluff in his world. Every bit of programming and content served one of two purposes: the acquisition of
subscribers and/or the retention of subscribers.
This executive was not myopic in his understanding or practices. In conducting the business of the Radio
Network global content group he traveled extensively to numerous countries around the world including the
United Arab Emirates, the U.K., India, South Africa, Indonesia, Singapore, France, Greece and Italy
The nature of his professional travels varied greatly, encompassing content planning sessions with the regional
teams, senior level management planning sessions, meeting with existing and potential third-party broadcast partners,
meetings with music industry executives, event promoters and content producers, producing and covering major content
events. This executive had the direct hands on experience that we were seeking.
His understanding and success with transforming Radio cross-platform, integrating new technology into broadcast operations
and implementing changes in media delivery confirmed his capacity to produce and disseminate appropriate content for
multiple delivery platforms.
Under his leadership, the content was produced and disseminated in a very diligent, creative and forward thinking manner
regarding the exploration of ways of leveraging content on other platforms.
This executive was also prepared to represent the organization to industry, government or public interests. At National
Association of Broadcasters (NAB) in the U.S. or NAB Europe he was noted as a clear up and coming leader. As a member
of the nominating committee for U.K.s prestigious Brit Awards he had the distinction of being the first of two American
broadcasters to be part of the committee. As a member of the Digital Media VIPs, an affiliation of professionals hailing from
various corners of the digital media world he met on a semi-regular basis to discuss issues of the day as well as an
opportunity to connect with other members. He has also been a featured writer for New Radio Strategies website - a site
where some of the best thinkers and practitioners in radio in the UK, USA and further afield share and discuss their views
about the medium in the digital and global environment.
His financial acumen and the size of the budgets he managed as a fiscally responsible broadcasting executive were
impressive. He managed varying levels of budgets as head of the global content group properly keeping the content at an
extremely high level. Creating original content with limited budgets presents challenges but he met and exceeded every goal
set by the board.
With strong media metrics and analytics he was able to make programming decisions with precision and properly utilize
resources. Adjustments to programming based on research results were done quickly and properly.
As a manger and mentor of employees this executive had shown a clear capacity to build human resources in business,
creative and technical environments. His ability to positively mange people globally was proven on many levels. Those we
spoke with below, on and above line all commented on his exceptional management skills and were able to give clear
examples of his success.
Clearly a leader and a leader by example he was able to instill his own work ethic in those around him. In this regard, he was
a needed change agent in an environment that required a successful motivator of people.
Summary
The executive was hired after much scrutiny and review by the senior most executives of the organization.
This was a global search that spanned four continents and was completed from contract to formal offer in three months.
There was never any doubt internally or on the client side that we had identified, recruited and attracted the single most
talented executive in the world to take on this exceptional challenge in international integrated media.
Cable Television Network - Integrated Media Traffic
Vice President Network Traffic
TV, OD, Interactive, Mobile

Based Washington, DC - USA
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson
Reporting to Executive Vice President, New York, NY - USA
Executive Search Vice President Network Traffic - All Platforms
Client
A U.S. Multinational Media and Entertainment Conglomerate seeking to upgrade their TV Network traffic infrastructure from a
management and technology perspective. This Cable TV Network with over 100,000,000 subs is advertising driven and will
enjoy substantial growth based on programming initiatives from the parent company.
Their facilities in Washington, DC will service all agencies as well as Network sales offices in New York, Los Angeles, Chicago
and Detroit.
Client Situation
The Executive Vice President of TV Network Sales felt it was essential to upgrade the traffic
function internal and external to the organization. There was a clear need to enhance synergy of
the multiplex properties to allow the network to have systems that they could grow into, as opposed
to out of. The Network needed to upgrade personnel, hardware and software along with
management and workflow procedures. This systemic reorganization would require change
management, formalized training and succession planning initiatives that did not exist before.
Executive Search Committee Member(s) Industry and Sector Inclusion:
Broadcasting Operations - Cable Television
Advertising - Agency Side - Media
Traffic, Inventory and Sales Planning Technology - Vendors
The EVP of Network Sales identified Filcro Media Staffing (FMS) and Tony Filson (TF) functioning as Officer in Charge of
Search after conducting their own national identification efforts to identify the ideal traffic executive. The EVP wanted a new
and fresh perspective on the national media markets outside of their traditional recruitment resources.
Filcro Media Staffing is Retained
The Filcro Media Staffing Officer in Charge of Search Tony Filson and the Filcro Director of
Research with the EVP of TV Network Sales initiated and completed the search document after
two phone calls, the same day.
Based on Filcro Media Staffings intimate knowledge of the client company and parent, along
with extensive executive search experience recruiting TV Broadcasting Network Traffic,
Inventory, Planning and Operations executives, Filcro Media Staffing was able to proceed with
the search the following business day.
The Filcro Media Staffing OIC and the EVP of Network Sales felt that setting a new standard for
Network Traffic meant that current internal means were of no relevance to establishing new performance criterion. Revised
technology, management programs, workflow modalities did not currently exist that would be acceptable in the NEWtraffic
environment.
Tony Filson reviewed all hardware and software along with client supplied O&D charting to establish what resources could be
utilized as part of the new Inventory and Traffic infrastructure. Understanding what changes had to be made from a Human
Resource perspective, directly or on a dotted-line were very important as we needed to identify from the onset of the search
current strengths and weaknesses from a skill set and experience perspective prior to discussing change management.
The intent was to train and upgrade as many current employees as possible prior to implementing any other changes with the
exception of a few employees who clearly did not have the skills or capacity to be part of the new Network traffic
infrastructure.
The Executive Vice President of Network Sales admired different characteristics of modality,workflow and efficacy from other
networks. Tony Filson established a search document that drew from multiple environments to set ideals that would be used
during universe compilation.
Some of the challenges facing the new Vice President of Traffic
Change Management
Training & Development
Budget Controls
Adaptation of New and Old Technology to Client Needs
Team Building - Sales - Sales Planning, Sales Services - IT - Traffic - Inventory
Agency Partnerships - Enhancing Relationships
Succession Planning
Workflow Adaptations
Filcro Media Staffings Recruitment Solution
Filcro Media Staffing proceeded to Identify the "best in class" traffic executives from TV Networks
and multiplex broadcasters who presently exceeded the SUBs of the client company. A proven
record of success in dealing with technical ecology in a growing Network was of primary interest.
Based on the clients current contractual hardware and software obligations, Tony Filson started
with a universe of TV Networks and media companies that were based on similar traffic, inventory,
sales planning and research infrastructures .
A broadcasting executive capable of focusing, while maintaining an open door, policy on a holistic
level would have to be identified. Employees, Clients and Vendors would all need immediate
access to Network leadership to properly implement the systemic positive changes required just
prior to an upfront.
Team development was essential and with multiple offices located throughout the United States this
executive would have to pull the respective Directors, Managers and line personnel of Inventory,
Traffic, Sales, Sales Services, Broadcast Operations and IT together seamlessly regardless of
geography.
One part of Tony Filsons solution was to identify an executive who had gone from a decentralized to centralized NOC, BO&E
or Traffic function in the past. This would solve many issues from the onset and let us concentrate on other experience and
skill sets while recruiting the new VP. This D to C skill as we call it, usually requires a great deal of evangelism leading and
anyone who would be successful here, would have to be able to motivate many varied types of constituents.
As the EVP of Network Sales was so intent on setting new standards, it was easy to identify who was appropriate based on
proven experience and success that coincided with his desired goals.
Successful Vice President Recruited
A Vice President of TV Network Traffic based in Atlanta, GA.
This VP of Network Traffic had Sales Services, Creative Services, Inventory, Programming, IT and broadcast engineering and
operations all falling under his umbrella for Network Sales Operations in-line with the growth required at the client company.
This executive was responsible for all external and internal traffic functions for one of the most respected multiplex cable
television networks in the world. The Network as part of another major media and entertainment conglomerate was larger then
the client company and everyone viewed this as a positive to facilitate accelerated career growth for the identified executive as
he grew the Network's traffic and inventory functions.
The new VP had also facilitated similar technology and management changes in his previous environment. From above, on,
and below line everyone we spoke with viewed this executive as a catalyst who made things happen. A great number of his
staff in his previous environment(s) were promoted and he allowed those people to grow in and out of his department which
said a lot about his devotion to his employees, the company and his effective mentoring skills. This VP also managed a larger
staff in the past and his ability to manage people and technology was proven on every level of concern to the Executive Vice
President. The hiring of new staff and setting of new standards was something he enjoyed and was successful with many
times in the past.
This VP had a very skillful way of managing resources and work flow. His methodologies were sophisticated and he
Client Diversified U.S. based global media and entertainment conglomerate
Search Director Online Client and Creative Services
Based New York City, NY
Search Firm Filcro Media Staffing
Officer in Charge Tony Filson
Reporting to Vice President National Sales, New York, NY
understood development issues better than most Traffic executives. He was able to assimilate and disseminate information in
such a way that everyone felt included in the success of a project or simple everyday work flow. When he was given multiple
network (multiplex) responsibilities in his previous environment he was able to make technological, training, budget and
efficacy changes that increased performance allowing sales to sell more effectively. His ability to manage budgets and
increase revenue at the same time was an outstanding skill. As the new Network was also becoming a consolidated multiplex
this was an ideal fit.
The cultural fit was proper on every level and the transition from Atlanta, GA to Washington, DC was very easy for him and his
family.
Note: This VP has been promoted to Senior Vice President and continues to be a valuable resource to the continued success
of this multiplex now in 120,000,000 homes in the U.S. and additional subs OCUNUS.
A Filcro Media Staffing Digital Networks Recruitment
Director Integrated Media Client and Creative Services Review
Director Client & Creative Services




Client Situation
The Vice President of National Advertising Sales needed to add an additional layer of management and enhanced functionality
for clients, advertising agencies and internal cross platform advertising campaigns. The Vice President identified Filcro Media
Staffing based on the firms reputation in both digital and broadcast recruitment.

The Vice President required a person who could autonomously function as an in-house advertising agency at times to offer
clients a full cycle solution that could have TV, Motion Picture and Digital participation from the firms other operating divisions.
Management acumen was also required to mentor, train and hire additional staff to keep pace with a brand approaching the
billion dollar mark.
Universe Compilation - Industry and Sector Inclusions
National Cable TV Networks
Regional Cable Networks
Broadcast Networks
Advertising Agencies
Digital Networks
Internal Digital Resources in Film, Publishing and Radio
Filcro Media Staffing is Retained
Filcro Media Staffing proceeded to determine the needs of the Vice President form a compilation of factors
that were quite complex based on the number of entities that would be serviced by this client and creative
services group.
The client agreed with our desire to target eight environments and tier candidates based on management
capacity, compensation, technology acumen, operational experience, cross platform exposure and
corporate cultural respectively. This map established by Filcro Media Staffing and the client brought
about the consensus we required to proceed with universe compilation.
Some of the biggest challenges facing the new Digital Operations Director were
Optimizing Current Resources
Building Internal Awareness of Digital Resources Across TV and Film Divisions
Becoming a Resource to Clients and Agencies
Mentoring, Hiring and Managing Staff
Optimizing Communication w/ Traffic and Inventory
Enhancing the Creative Impact of Cross-Platform TV, Interactive and Wireless Presentations
The Filcro Media Staffing Recruitment Solution
Filcro Media Staffing proceeded to identify "happily engaged" client services directors from the eight environments specified by
the Vice President.
It took approximately four weeks to Identify, recruit and qualify four ideal candidates who would be capable of meeting all the
current and future needs of the brand as they approached the one billion dollar mark. Keeping to the hierarchy desired was
extremely difficult with such a diverse group of candidates coming out of varied industries with different reporting structures
and modalities based purely in the content being distributed across each unique platform.
Our top four candidates were all capable of working autonomously and had strong management acumen enabling the six
direct reports to a have clear definition as to why this individual was picked to be the next Director.
The Vice President was extremely pleased with the quality of candidates and the cadence at which they were recruited and
presented. It was now a matter of cultural fit and the Vice President was certain that he could discern this with only a brief
meeting with each candidate.
Successful Director of Client and Creative Services Recruited
A motivated and detailed oriented client and creative services professional with 10+years of experience and a record of
excellence increasing productivity in growing environments.
His record with quality and customer satisfaction at high growth interactive companies was confirmed by those who worked for
him, his bosses and the ad agencies and clients that he collaborated with.
He was skilled at managing client relations and building this resource where it had not been before in substantial media
organizations. His project management experience and a proven ability directing highly complex projects from planning
through completion in fast-paced, time-sensitive environments was reiterated by everyone we came in contact. A high-
performing manager he was still hands-on with demonstrated abilities to lead teams and always achieving bottom-line results.
His technology acumen offered a strong understanding of HTML, XML, J ava, J avaScript, AJ AX, Ruby, VB, UNIX and SQL.
Proficient with MS Office & Project, Photoshop, Illustrator, Dreamweaver, Ektron CMS, Vignette CMS, Omniture SiteCatalyst,
Open AdStream & DART and others.
Exhibiting growth in every work environment the candidate offered capacity, stability and a strong work ethic that could be
emulated in his staff.
Managing over 15 direct reports and overseeing a multimillion dollar client services budget in the past, the transition to the new
company was anticipated to go smoothly and it did.
This Director of Client Services has proven to be a vital asset to the company and those that utilize this environment external
to the organization. This search was extremely successful and the new Director has met every goal and continues to perform
in a manner that exceeds everyone's expectations.

Filcro Media Staffing Integrated Media Executive Search
Mobile Cable TV & MSO Broadcast TV Digital Radio Online Multicast & OEM DOOH

This Filcro Media Staffing case history profiles Filcro Media Staffing as the search firm of record with Tony Filson as Officer in
Charge of Search recruiting a Director of Integrated National Advertising Sales
Search
Director National Advertising Sales
Integrated Media
Media Industry Businesses
Broadcast TV, Cable TV, Satellite TV, Mobile, Online, OEM
Traditional TV Advertising
(DR) Direct Response
Sponsorship
Mobile
Social Networking
Online
OEM Integration
Based New York, NY USA
Client
A multicast multiplex cross-platform music TV network with advanced modality in areas relevant to monetization,
dissemination, licensing, technology and music industry integration to circumvent traditional roadblocks associated with (8)
eight media platforms
Direct Report Chief Revenue Officer (CRO)
Search Firm Filcro Media Staffing, Officer in Charge Tony Filson
Client Situation
Due to increased competition in the music space regarding, affiliate agreements, licensing costs and technology developments
the board of directors opted to model future multiplex music distribution across multiple music genres on the monetization of
(8) media platforms as directed by a newly hired CRO.
The CRO having prior experience in a multi-billion dollar U.S. based media and entertainment conglomerate wanted to
eliminate redundancy and increase the efficacy of each individual sales professional to reflect his vision of cross-platform
integrated media advertising sales being conducted by singe points of contact vs. silos of competing internal media interests.
The areas of responsibility with regard to national advertising sales would be on all (8) eight media platforms that the Music
TV Network would be disseminating across.



The Filcro Media Staffing Recruitment Solution
Based on Filcro Media Staffings prior experience recruiting for each individual media platform and also for integrated media
platform executives, Tony Filson as Officer in Charge of Search opted to start with revenue goals associated with each
platform and initiate universe compilation based on the revenue objectives of the CRO.
Tony Filson directed Filcro Media Staffings recruitment research staff to break down New York, Los Angeles, Chicago, Boston
and Miami markets based on the advertising agency and direct client spends across the business verticals relevant to the
demographics of each music genre or channel associated with each platform. Combining these numbers offered many
challenges as in some instances mobile and online numbers were integrated as were TV spend dollars that sometimes
overlapped with OTA, MSO and Satellite. Deriving social networking numbers were also a challenge as many of these dollars
were stripped from other platform budgets.
As the firm has been retained to build out New York, Los Angeles and Chicago we opted identify the New York Director of
National Advertising Sales first. Based on the proximity of the firms executive offices, the advertising agencies and the higher
expectations of revenue budgets from New York this was logical and proved to be effective from a process perspective that
we could emulate in Los Angeles and Chicago.
Music monetization acumen was no doubt Filcro Media Staffings primary focus here. It was amazing when speaking with
those outside of music and or music advertising sales to see how many of them failed to understand the proposition as it
related to all the media platforms, the agency and the client and the consumer.
With B2B, B2C & C2C offerings we needed a Director who could grow rapidly as they would have to hire additional staff as
Managers and Account Executives once initial budgets were met. With so many opportunities for traditional ad sales and
sponsorships it was essential that this Director was able to recognize opportunities that most advertising sales executive would
not capitalize on.
As player coaches in each geographic these Directors would have to work with ideation, RFP response and sales planning
resources that were lean compared to some other environment they had worked in. The Director in New York had to
understand the importance of building a solid foundation that worked so each platform, the agency, the client and the
consumers were involved in seamless assimilation and dissemination
One concern of Tony Filson was the optimal mix of clients and agencies to support such a diverse offering of music genres.
As examples CPG, QSR, Automotive, Beverage, Adult Beverage, Travel, Apparel, Entertainment, Footwear, Electronic,
Financial and Gaming would lean towards specific music genres in some instances, day parts and rotations. R&B, Country,
Rock, J azz, Latin, Pop, to name a few would no doubt offer individual challenges and advantages. Finding a person with the
right agency and client mix would be essential who could fit into this unique culture.
Filcro Media Staffing has had extensive experience over the years with TV and Music industry recruitment. This industry
related recruitment experience allowed the firm to complete the search ahead of the proposed schedule. The CRO was very
pleased
The New Director Recruited
The new Director of National Advertising Sales recruited by Filcro Media Staffing was hired by the CRO from a initial pool of
63 candidate, placed into 3 tiers, with 4 candidate ultimately making it into the first tier.
With 14 years of combined work experience the new Director was a well honed advertising sales executive. As a matter of
fact, Tony Filson had recruited for two of the firms that the Director had worked for in the past. Filcro Media Staffing had no
conflict of interest nor was the new Director currently employed at a firm that had retained Filcro Media Staffing within the past
year.
Most currently the new Director worked for the number one TV Music entity associated with the primary demographic and three
of the key music genres of the new firm she would be joining.
The new Director was recruited based on her extensive mix of agency and direct client contacts that touched on EVERY area
relevant to the CRO for ramp-up in New York.
Coming from a multi-billion dollar media and entertainment brand the CRO and the new Director had a great deal in common
with their revenue expectations and the process to accomplish their revenue goals.
What amazed everyone was what a unique fit this new Director was from so many perspectives. Not only had she worked in
OTA, Cable and Satellite, her Online, Mobile and Social Networking integration was outstanding.
Prior to working in TV the new Director had lead monetization within the music industry with the world's largest producer and
distributor of music.
Starting her career in print advertising sales she was well aware of the past and how legacy media failed to grow with the
needs of the consumer and the advertising industry.
Going forward she successfully sold as an individual seller generating 10s of millions of dollars. As a team leader and
manager of a national sales team she most recently, met a an 80 million dollar budget running East Coast National Sales for
her last employer.
For additional reviews please view: http://www.executivesearch.tv/html/case_histories.html or contact your Officer in Charge of
Search. Thank you.
Filcro Media Staffing

Filcro Media Staffing - Broadcasting & Media Recruitment Practice Groups
Broadcasting and media executive search experience and skill set designations for clients and candidates

Accounting Advertising Sales Affiliate Sales Broadcast Operations
Business Affairs Broadband Closed Captioning Corporate
Creative Services Development Editorial Engineering
Facilities Finance Human Resource IT
Interactive Inventory Legal Marketing
Media On- Air Promotions Production / Post Program Practices
Programming Real Estate Research Sales
Sales Planning Systems Talent Payment Technology
Traffic TV / Radio GMs Our Industry Cares Home Page

Home - Contact - FAQs - Case Histories - Resumes - Employers - Modalities - Top of Page
http://www.ExecutiveSearch.TV Filcro Media Staffing,all Rights Reserved 1985-2014 Executive Search Reviews References