WarnerMedia Prepares for Joint ‘Flexible’ Upfront Marketplace Alongside Xandr

Company isn't readying a virtual event for buyers after canceling in-person presentation

Joe Hogan said he is focused on "what is the most immediate need for our agency and client partners." Getty Images

WarnerMedia knew this year’s upfront would be very different for the company. It would be engaging in talks jointly alongside corporate sibling Xandr, and this would be its first marketplace since 2012 without longtime ad sales chief Donna Speciale at the helm—but it wasn’t expecting quite this much upheaval.

@jasonlynch jason.lynch@adweek.com Jason Lynch is TV Editor at Adweek, overseeing trends, technology, personalities and programming across broadcast, cable and streaming video.