TV Ad Sales Chiefs on How Covid Has Permanently Changed the Industry

As part of Adweek’s Year in Review coverage, we asked the industry’s key movers and shakers to reflect on the biggest things they’ve learned since the pandemic, what about the business has changed permanently because of Covid-19 and how their approach to their job has changed as a result of this year’s events. On Monday, TV’s top execs—who oversee broadcast, cable and streaming outlets—answered those questions. Today, it’s time for ad sales chiefs to weigh in about how Covid-19 has changed the business. (In the coming days, we’ll also hear from buyers and analysts about the same topic.) Here's what they had to say. What's the biggest thing you've learned since the pandemic? JP Colaco, head of advertising sales, WarnerMedia: We have learned two valuable truths: humanity exists, and innovation happens at unexpected, and sometimes our darkest, moments. We saw firsthand the resilience and compassion of the human spirit this past year. The remarkable contributions of everyday superheroes were incredibly inspiring. And for business, the industry reimagined the direct-to-consumer experience to create opportunities out of obstacles. From food delivery to streaming services and virtual meetings, DTC innovation accelerated at a breakneck pace. Rita Ferro, president, Disney Advertising Sales: The continued importance of overcommunication with our teams, clients and partners. The last nine months have completely shifted how we do business: many more meetings and making decisions much faster. It’s essential to make people feel and stay connected and informed, especially during such a physically isolating time—prioritizing touch points with our teams at all levels, checking in on people to make sure they are doing well and creating opportunities to have “virtual fun time” with clients. Our field is centered around human connection, entertaining and experiences, and it’s been interesting and fun to create new ways to stay in touch. Marianne Gambelli, president, advertising sales, Fox Corp.: Plenty has changed for all of us in 2020. We were forced to reevaluate every aspect of our personal and professional lives. As we continue to go through this challenging time, I have learned not to take my interactions for granted with colleagues, family and friends. Additionally, staying connected has taken on an even greater significance and I have learned to appreciate and look forward to more of the traditional events and customs that we celebrate throughout the year. Kim Kelleher, president of commercial revenue and partnerships, AMC Networks: That business, and the people who conduct it, are adaptable. The timing of our collective quarantine last spring, canceling our planned upfront event, sending our entire team home and finding a way through it all, to an (on balance) very successful sales effort, given the circumstances, was enheartening. I give the credit to our team, to the agencies and advertising partners we work with and everyone else involved. We were able to take thousands of conversations that would have taken place in person to a virtual environment, at a time when everyone was dealing with demands of work and home and a very stressful situation, and we got it done in a way no one ever could have imagined. Peter Olsen, evp, ad sales, A+E Networks: The No. 1 learning is how important leadership and communication are. We have all been faced with an unprecedented situation as an industry, but with communication and innovation we came through it fine on a business level. Above all, honesty, transparency and empathy never were more needed. Jo Ann Ross, president and chief advertising revenue officer, domestic advertising sales, ViacomCBS: We’ve navigated a year unlike any other, and we’re coming out of it stronger, but there is no substitute for human contact and personal interaction. Our business has always been about relationships and that has not changed, even through the pandemic. While technology enables us to connect through conference calls and Zooms, it does not replace the tremendous value of sitting at the table with colleagues or meeting face to face with our clients and agency partners. I’m so proud of everything our team has accomplished this year, and how we’ve come together and adapted to these challenging times, but I cannot wait to get back to the office and revitalize the social aspect of our work. Jon Steinlauf, chief U.S. advertising sales officer, Discovery Inc.: While I always knew how much comfort and inspiration people get from Discovery’s brands (HGTV, Animal Planet, Food Network, TLC, etc.), now I know what a necessity we are in times of crisis. As the world changed in a matter of days, our portfolio of trusted brands, programming and beloved personalities offer comfort, utility and familiarity to viewers. The pandemic also reinforced what an advantage we have with our talent and content model. Our talent are real life personalities, what they do on TV is what they do in their own daily lives. That gave us a unique opportunity to make original content that spoke to the moment while others could not. Rob Tuck, evp, national sales, The CW: I have learned that my entire team is fully capable of doing their jobs while working remotely. I honestly was one of those skeptics who wanted everyone in the office at all times. I have since realized that I’m totally comfortable not being in the office and know my entire team is executing at the highest levels. Linda Yaccarino, chairman, global advertising and partnerships, NBCUniversal: We’ve learned that the human spirit is incredibly resilient and comes together in the face of a crisis that affects everyone. And when that happens, a camaraderie and innovation happens. There’s been such structural changes in every business. In the advertising business, it gave us permission to change things that we've known we've had to change all along. To be a company that comes out of this pandemic stronger and resilient, and set to prosper in the future, means that you have to innovate and change your plans. What is one thing about the way you do business that you think has changed permanently as a result of the pandemic? And what is one way your approach to your job has changed as a result of this year's events? Colaco, WarnerMedia: Anywhere, Anytime Workforce. The pandemic demonstrated that if you empower and trust your employees, regardless of the size of your company and where or how they are working, teams will deliver strong performances. Zoom is the new boarding pass taking you to meetings near and far. It provides access to connect with people in efficient and innovative ways that weren’t available before. In-person meetings will always hold a relationship value, but there is a balance and benefit to a world with both. We benefit everyone through a lower carbon footprint, the employer with expense savings and the employee receives more family time, less commutes and greater independence. Ferro, Disney Advertising Sales: The flexibility from where people work will be a permanent change. We had an “in-office” culture, and while we will return to the office, I don’t envision it being the same as it was before. The importance of being one team has also become table stakes—no more linear versus digital, with all solutions being audience-led and cross-platform. Gambelli, Fox Corp.: What we have learned from this past year is that nothing is permanent and in this ever-changing world we must be flexible. Overnight, we were forced to pivot from our everyday routines and redesign how we work and communicate with our clients and colleagues. This experience has certainly helped us evolve and that has allowed us to holistically lead and manage in new and effective ways. Collectively, we have proven we can successfully work remotely, but there’s still tremendous value in having teams work and collaborate in one place. Moving forward, I think you will see more companies develop hybrid-work opportunities, with designated days allocated for both the office and remote settings. Ultimately, one of the advantages of this approach will be the ability to attract a more diverse workforce that does not solely depend on having employees designated to a specific location. Kelleher, AMC Networks: There are so many potential answers, but I think the thing that really stands out to me in looking back at our experience last spring and summer and working with our partners to navigate a very uncertain time was the elevated level of flexibility and partnership. We found ourselves in uncharted waters, on all sides of the table, and we were able to bring a spirit of cooperation, learning and mutual benefit to our conversations that I believe will be with us for years to come and will reframe the nature of our relationships. That this new level of partnership is happening at a time when the media world is reconstituting itself around changing consumer behaviors and new technology makes me believe we are all in a better position to mutually succeed as we move forward. Olsen, A+E Networks: Business travel is forever changed. It won’t go away completely, but there is so much efficiency via video calls. The change in selling is just more reinforcement around the concept of being brief and to the point in all communications. Prep more, listen more, read more, talk less. Selling isn’t about talking all the time. Ross, ViacomCBS: The prioritization of work-life balance has become harder but even more important. Through the pandemic, it’s been incumbent upon us to always be available for clients and partners. Zoom knows no boundaries, and Zoom needs boundaries. A major priority of mine has been ensuring that my team has the support they need to care for their mental health and well-being—and to maintain a healthy lifestyle, which I believe will keep us all motivated. That’s something I’m really focused on for the year ahead. Steinlauf, Discovery Inc.: First and foremost, I was struck by the resiliency of the industry. I was happily surprised by how much we were able to accomplish while everyone was working remotely and how quickly advertiser messaging evolved to stay relevant all year. For me personally, it really emphasized the durability of Discovery’s incredibly talented ad sales team. Many of us have worked together for 10+ years and those tight bonds were the next best thing to being together during the pandemic. Flexibility also is key in answering what has permanently changed for our industry. Not only how much people appreciate flexibility but how it can make teams stronger. I don’t think we will ever be back in the office from 9 a.m. to 5 p.m., five days a week. I would never have thought that possible before the pandemic. The success of our teams while working remotely means we are able to be an effective and capable sales force, while better balancing our roles as parents, partners and caregivers, as well as the ability to look after our own health and well-being. That's a win-win for me, even if the realization came as a result of the dire pandemic. Tuck, The CW: I believe that business travel will likely be impacted permanently going forward. I do believe there will be times that getting on a plane and seeing a client in person is needed, but I also believe the ability to reach clients via video calls is just as effective now given all the tools we have to do so. I also feel these video calls are more effective in many instances, as you literally are face to face with clients and each side has the ability to hear the information being shared, as well as ask questions on a more timely basis during the calls. Yaccarino, NBCUniversal: I think that a hybrid workforce is a permanent change. The future of work has changed forever. We opened up our Center of Excellence, which is democratizing capabilities and access to every single one of our employees to be able to work from anywhere. So if you can have all of that data and information in your hand or your laptop, when you're able to mobilize all of those things, we will continue to lead in the marketplace. My team was able to come together in the early days of the pandemic for our daily “office hour” calls. It was an information nature that knocked down a lot of boundaries and guidelines. Anyone could share anything about what help they needed. How it has evolved over time has been one of the biggest things I’m most proud of. While there is no surrogate for in-person meetings and team building, it has become a close second, for the opportunity to share the hits and misses of what our team is doing, and also to share strategy and strategic initiatives.

Year in Review

TV Ad Sales Chiefs on How Covid Has Permanently Changed the Industry

And what they’ve learned since the pandemic

Jason Lynch

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Jason Lynch