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As Viacom’s annual upfront Presidents Dinners with agencies begin this week, the format may be the same, but several of the chiefs’ faces will be new—CEO Bob Bakish made several exec changes since last year—as is this year’s message to marketers: Thanks to a key acquisition last month, the company can help them reach half of all adults in the 18-34 demo.
This is the third year that Viacom is forgoing big upfront events in favor of intimate dinners with agencies, during which the network presidents, Bakish and head of ad solutions Sean Moran will all woo buyers.