The company’s new ad sales chief Michael Pilot has a history of using sophisticated analytical methods to generate sales growth, and could precipitate new directions, according to the Wall Street Journal.
The former head of GE Commercial Finance’s Equipment Finance Group, Michael Pilot has taken over NBC Universal’s ad sales division with an eye toward change, according to a story in the Media & Marketing section of today’s Wall Street Journal. After sitting down with media buyers and advertisers, Pilot is wondering aloud why NBCU’s back office is still driven by paper—the company receives 800 faxes a day from advertisers sending instructions about their commercials. He also believes advertisers want a deeper insight earlier into how new shows are being developed, so they can integrate their brands more systematically, and he wants to make it easier for advertisers to buy across NBC Universal’s many media platforms.
The story, written by Brian Steinberg, raises issues media and advertising executives have raised for years, but doesn’t say specifically how Pilot would take them on.
WSJ Online subscribers can read the full story here.