Warner Bros. Discovery’s New Ad Sales Chiefs Hope “Best In Class IP” Boosts This Year’s Upfront

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Warner Bros. Discovery is set to present at the upfront stage next week, with Ryan Gould and Robert “Bobby” Voltaggio as new co-leaders for the ad sales division. They were appointed as co-presidents of advertising by the company back in February, so their appearance on stage at Madison Square Garden on Wednesday will mark their debut leading the client presentations.

According to Gould, we won’t veer too much from our traditional roots and core values, but we will undeniably demonstrate our contemporary character and unique identity as a media company. He emphasizes that while this is a business presentation, the focus should be on what products are available for purchase, how they can be acquired, and the benefits they offer to the consumers. He also mentions that some presentations have become overly aspirational, but ours will definitely provide actionable insights.

Without a doubt, WBD offers its Max streaming service, with HBO serving as its core element. It also includes Warner Bros. Film studio, and even amid the upheaval in pay TV, it maintains a variety of cable television channels that are linear in nature, encompassing TBS, TNT, CNN, Discovery, HGTV, and additional ones.

As a gaming enthusiast, I’m proud to say that we possess top-tier intellectual properties (IP) that have shaped and influenced culture. Think of epic adventures like “The Last of Us”, gritty expansions such as “The Pitt”, the thrill of March Madness, and even groundbreaking theatrical productions like “A Minecraft Movie”. We aim to combine this exceptional content with cutting-edge precision and targeting to make our clients’ audiences more accessible than ever. Our content reaches an impressive 85% of all adults in the US on a monthly basis, and we strive to leverage the full potential and extensive reach of our portfolio for our valued clientele.

However, the proposal emerges at a time when both men concur that the market presents an unusual initial setting. Discussions revolve around tariffs and recession concerns, but according to Gould, “the general feeling doesn’t align with the facts. We’re not observing it in the figures, and by speaking with our associates and gauging the market’s condition, I believe that this perspective is universally shared.

Our proposal from WBD emphasizes encouraging clients to make an initial commitment, offering them the freedom to adjust later should any changes occur in circumstances or tariff rates.

In this evolving market, both our clients and agency partners are constantly re-evaluating their perspectives, Gould explains. He emphasizes that this year, a collaborative approach will be crucial. Our goal is to demonstrate that we prioritize our customers and clients above all else by having open discussions about adaptability. We’re also focusing on integrating brands seamlessly not just into our platforms, but also into our intellectual property.

Voltaggio suggests that being adaptable on all sides is advantageous, as it allows everyone to confidently agree to initial promises and invest during unpredictable periods.

Gould suggests that adaptability might involve shifting from traditional methods to digital ones, exploring various genres, sports, news, or entertainment. It could mean being flexible with time, such as negotiating terms if you can’t fully commit today but promise to return in six months with more resources. How would you accommodate such an arrangement?

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2025-05-09 19:24