NBC Connect on its own

Separate division will focus on cross-platform sales, marketing

NBC has made NBC Connect a separate division that will focus exclusively on the company’s cross-platform sales and marketing initiatives.

Previously, NBC Connect was a unit within the NBC sales and marketing division. New division will be supervised by NBC Television Network prexy Randy Falco and run by Jay Linden, who has been named executive VP, NBC Connect. Linden had been senior VP, sales development and marketing.

NBC Connect, established in 1999, enables clients to purchase ad time across NBC’s entire range of properties, including the TV network, NBC’s 13 O&Os, NBC.com, MSNBC and MSNBC.com, CNBC and CNBC Europe, the NBC Experience store and NBC Enterprises.

Cross-platform sales have grown increasingly popular, since they offer advertisers one-stop shopping to pump their brands across a full range of assets. For instance, Viacom Plus, the conglom’s cross-platform sales and marketing unit, recently inked a cross-media marketing pact with giant Procter & Gamble worth about $300 million. News Corp., AOL Time Warner and ABC are among the companies that have similar cross-platform sales divisions.

NBC Connect recently signed deals with Paramount Studios, Kmart, Target and Nestle Carnation.

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