The rep firm has hired veteran broadcaster Ibra Morales to lead and expand an in-house marketing unit that has been promoting the value of spot TV to advertisers and agencies while campaigns are still in development.
Katz Television Group has hired veteran broadcaster Ibra Morales to lead the rep firm’s expanding efforts to sell the virtues of local TV and its ancillary mobile and Web platforms to national advertisers and their agencies.
Morales rejoins Katz from Liberman Broadcasting’s Estrella TV, a 24-hour Spanish-language network, where he was vice president of network operations. Morales was president of Katz TV’s Eagle Television Sales from 1999 to 2002.
As a senior vice president, Morales will lead a marketing team of senior executives that already includes Peter Chrisanthopoulos and Rob Russo.
According to Katz Television Group President Jim Beloyianis, Chrisanthopoulos and Russo have been making the case for “geo-targeted” local TV for two years during the early stages of campaign creation and planning.
In 2008, the duo had 70 meetings with representatives of more than 100 national advertisers, Beloyianis said. And in the just the first six months of this year, they had 48 meetings with more than 105 advertisers.
“We want to do more of this and better take control of our own destiny,” said Beloyianis.
In addition to Katz and Estrella TV, Morales has been president of the Telemundo Station Group and senior vice president of sales for Hearst-Argyle Television (now Hearst Television).
“At Katz TV, we have the ability to harness the power of all our assets to offer advertisers expanded opportunities to reach their audience across multiple video and digital platforms,” said Morales in a prepared statement.