Just as TV buyers and sellers are gearing up for this year’s upfront market, longtime media agency stalwart Larry Novenstern is out at Optimedia, where he oversaw the electronic media buying operation, the shop confirmed today.
Novenstern has been replaced by agency veteran Maureen Bosetti. She has been promoted to evp, national broadcast director.
Novenstern had been at Optimedia since January 2006. Previously, he served at Deutsch, where he oversaw TV buying. Optimedia said he was leaving to “pursue outside opportunities.”
Antony Young, CEO, Optimedia U.S., confirmed the switch. In a statement he said, “We’re pleased that we have the depth of talent to be able to promote from within.”
Previously, Bosetti reported to Novenstern as deputy department head. She now reports directly to Young.
Novenstern didn’t immediately return a call seeking comment, but has apparently started his own advisory business. He was described in a March 17 Entertainment Weekly story as a “independent media consultant.” A week earlier, he was still at Optimedia, according to press reports.
Based in New York, Bosetti joined Optimedia six years ago and was responsible for managing the T-Mobile, Payless Shoes and Rhapsody USA accounts.
Optimedia also confirmed that Tiffany Kirk, vp, director of local broadcast, will continue to head Optimedia’s Local Broadcast Group based in Seattle, but will now also report directly to Young.
Both Bosetti and Kirk will also now sit on the agency’s management executive B=board.
As to Novenstern, Young commented, “I want to thank Larry for his leadership and service to the agency.”
–with Anthony Crupi