Paramount Skydance wants to battle Amazon and Google for digital ad dollars. And to do so, it has lured one of Amazon’s top ad sales executives to aid in the mission.
Danielle Carney, who has in recent years supervised sports ad sales for Amazon Prime Video, is slated to join Paramount Skydance as head of U.S. sales, a position that will take on even more importance as the company works to merge with Warner Bros. Discovery. She will start at Paramount on March 9.
Business Insider previously reported on Paramount’s new hire.
“As we accelerate toward a streaming-centric future, Danielle’s deep expertise across entertainment, sports and technology is invaluable,” said Jay Askinasi, Paramount’s recently named chief revenue officer. “She will play a critical role in connecting our most valuable assets with brand marketers and agency partners, helping deliver a seamless, client-first experience across the Paramount ecosystem.”
Carney’s arrival is one of the first major staff additions made by Askinasi. A former senior executive at Roku and Publicis Groupe. Askinaski is well liked by many in ad-buying circles, but lacks experience at a mainstream media conglomerate. Hiring Carney, who also has years of experience at Disney and ESPN, may lend Askinasi new ballast as he prepares for his first “upfront” sales market, when TV networks try to sell the bulk of their commercial inventory ahead of their next cycle of programming.
Carney has played a key role in selling Amazon’s sports properties, including “Thursday Night Football” and the company’s new NBA telecasts. She was on hand to rally interest in Amazon’s new “Black Friday” franchise, which put an NFL game on the streamer at the very start of holiday-shopping season.
Paramount also hired Chris Brady, as executive vice president of Paramount Media Labs, a unit devoted to helping advertisers connect with content with techniques including product placement and branded vignettes, among others. He will also start March 9. He had been president and global chief commercial officer at Tribeca Enterprises.
Both Brady and Carney will report to Askinasi.
variety.com
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