×
You will be redirected back to your article in seconds

CBS Shakes Up Ad Sales, Adds David Lawenda to Oversee Digital

CBS, best known for its prowess with TV programs, is reworking its longstanding ad-sales department to accommodate  viewers who no longer only watch that familiar living-room screen.

The network that airs well-watched shows like “NCIS” and “The Big Bang Theory” said it would add the former head of ad sales for Facebook to oversee a new push to gain revenue for the audiences that watch CBS programming via growing digital behaviors. David Lawenda was named executive vice president of digital sales and sales strategy, who will report to Jo Ann Ross, the company’s longtime ad sales chief, who was promoted to president and chief advertising revenue officer, CBS Corp.

Dave Morris, previously chief revenue officer, CBS Interactive, was named executive vice president, advanced advertising and client partnerships. In this new role, he will lead CBS’ efforts in the evolving video space as it relates to ad innovation and audience planning,

“We have a tremendous opportunity to grow CBS’ advertising revenue by working with clients to realize value from every impression across all platforms,” said Leslie Moonves, Chairman and CEO, CBS Corporation, in a prepared statement. “This new structure, headed by the incomparable Jo Ann Ross, is the most advantageous way to achieve that goal. I am also pleased to have David Lawenda join the best ad sales team in the business to help accelerate our multiplatform sales effort with his remarkable linear and digital experience. This is the right team and the right structure to position CBS for maximum growth as viewer habits continue to change.”

Ad buyers have often wondered when CBS might integrate its advertising outreach for its TV and digital assets. As rivals like NBCUniversal and Fox Networks Group have reworked their ad-sales structure several times in recent years, CBS has stayed stable. The same team has been in place to call on, say, Procter & Gamble or Pfizer for years, creating longstanding relationships.

But buyers have noted that executives from CBS’ digital unit and its flagship TV network might call upon clients separately – though they coordinated efforts when a potential sponsor desired. That is, increasingly, no longer the norm. And CBS Interactive has begun to oversee products that use more content directly created by the network and the company’s production and news unit, such as CBSN, a streaming video newsfeed from CBS News, or CBS All Access, a subscription video-on-demand product that allows for viewing of CBS programming.

“Combining these two world class teams will lead to a faster and more effective way for us to do business with our clients. I am particularly pleased with what David brings to CBS, including his intimate knowledge of how the digital marketplace works, his relationships and his experience working on all sides of the business,” said Ross, in a statement.  “We expect a seamless transition, and together we expect an even greater momentum using the advances in data and measurement to help our clients target audiences across all CBS channels, linear and digital.

As part of the new structure, Lawenda will oversee CBS’ digital advertising sales business and multiplatform sales strategy, including existing sales and marketing efforts of CBS Interactive. He most recently served as head of U.S. and global marketing solutions at Facebook, which he left in March of this year. Prior to that, he was president of ad sales and marketing at Univision. He will supervise executives at CBS Interactive, including Ken Lagana, senior vice resident, global advertising sales and marketing, CBS Digital Media; Katie Kulik, senior vice president, global advertising sales and marketing, CNET Media Group; Jason White, senior vice president and general manager, revenue operations; and Dennis Colon, vice president, sales operations and strategy.

Ross will continue to run the CBS network sales team, including John Bogusz, executive vice president, sports sales and marketing; Dean Kaplan, executive vice president, sales strategy, planning and administration; Linda Rene, executive vice president, primetime sales and innovation; and Chris Simon, executive vice president, network sales.

(Pictured, above: Jo Ann Ross at CBS’ 2017 upfront)

 

 

 

More TV

  • The First -- "The Choice" -

    'The First' Canceled at Hulu After One Season

    Hulu has grounded the space exploration drama “The First” after one season, Variety has confirmed. The series hailed from Beau Willimon and starred Sean Penn and Natascha McElhone in Penn’s first regular television role. “The First” was set in the near future and followed the first human mission to Mars. Hulu gave the show a straight-to-series order in [...]

  • Nicole Maines Supergirl Trans Hollywood Portrait

    TV Roundup: 'Supergirl' Drops First Look at Nicole Maines as TV's First Trans Superhero

    In today’s TV News Roundup, The CW releases a first look at Nicole Maines on “Supergirl” and Variety unveils an exclusive look at Gabriel Iglesias’ new comedy special.  FIRST LOOKS truTV has released the first trailer for season 2 of Emmy-nominated series “At Home with Amy Sedaris.” The variety sketch comedy returns Tuesday, Feb. 19 at [...]

  • The Beatles Eight Days a Week

    Imagine's Documentary Arm Sets First-Look Pact With Apple (EXCLUSIVE)

    Brian Grazer and Ron Howard’s Imagine Documentaries has set a first-look pact with Apple to develop non-fiction features and series. The deal comes as Imagine is investing heavily in the premium non-fiction arena. The company in June recruited RadicalMedia veteran Justin Wilkes to head Imagine Documentaries as president. The deal suggests that Apple sees docu [...]

  • Fyre Festival Documentaries: The 10 Most

    Fyre Festival Documentaries: The 10 Most Outrageous Moments

    It is perhaps only fitting that two documentaries about the disastrous Fyre Festival, one of the most high-profile fraudulent failures in history, would arrive during the same week — a fitting cap on a tragicomedy of errors that, as both films outline in excruciating detail, unfolded like a slow-motion plane crash in the spring of [...]

  • Walt Disney HQ LA

    Disney Unveils Financial Data for DTC Unit, Sets April 11 for Investor Presentation

    Disney has rejiggered its business segments for earnings reporting to make room for the new unit housing its global streaming operations. Disney on Friday released restated earnings for fiscal 2018, 2017 and 2016 to give investors and financial analysts better visibility into its spending on the launch of the Disney Plus, ESPN Plus and other [...]

  • annapurna logo

    Annapurna TV Taps Amazon's Patrick Chu as Senior VP, Promotes Ali Krug

    Annapurna TV has brought on Patrick Chu as the division’s new senior VP. Prior to that, he had served as an executive for Amazon in drama, production, and development, where he oversaw small-screen adaptations of “Hanna” and “The Hunt.” He will develop and produce new TV projects, focusing on drama, at his new role at [...]

  • Emmys: Why The TV Academy Finally

    Why the TV Academy Finally Ended Emmys DVD Madness, and Who Might Benefit the Most

    Three years ago, Netflix overwhelmed Television Academy members by sending out a 20-pound shipment of DVD screeners. It was an exercise in excess, as insiders suggested that the streamer spent as much as $4 million to produce and ship the multiple boxes. Netflix chief content officer Ted Sarandos hated the idea of sending out these [...]

More From Our Brands

Access exclusive content