NBC Universal Taps CMOs For Advice, Signs Big General Mills Deal

Company kicking off an ad campaign to spotlight integrated sales marketing efforts

By Claire Atkinson -- Broadcasting & Cable, 4/28/2010 1:06:22 PM

NBC Universal is souping up its integrated sales marketing effort with a new plan to tap the expertise of chief marketing officers in order to create more sophisticated advertising packages.

Former K-Mart marketing executive Bill Stewart, has been named NBC Universal's first so-called, CMO in residence. He joins in May and has been tapped to help leverage NBC Universal's portfolio of assets to create customized, innovative, insight-driven programs tailored to meet clients business objectives.

The idea of partnering with marketing executives seems to be gaining some momentum. NBC Universal's President of Women and Lifestyle Networks Lauren Zalaznick and Maraym Banikarim, senior VP, integrated sales and marketing, both spearhead a similar initiative called Women At NBCU, which comprises influential women across a number of industries who meet regularly to provide insights into consumer behavior and purchasing patterns.

Earlier this month, Canoe Ventures, the cable joint venture aimed at pioneering advanced advertising, named a board of top marketing executives to help the company align with their interests. Among Canoe's new advisory board members are General Electrics Chief Marketing Officer Beth Comstock, a former top level NBC executive, and former Wachovia Chief Marketing Officer Jim Garrity.

Separately, NBC Universal announced that General Mills has signed a cross platform deal to become a sponsor of the company's first-ever Health Week, beginning June 21.

The packaged goods giant will advertise its brands, which include Cheerios and Yoplait, across NBC Universal platforms. Custom shorts will air on Oxygen and Bravo. General Mills will also support select health series on NBC News and CNBC, according to a company release. Healthy Week is part of the media conglomerates, Healthy At NBCU initiative.

Mike Pilot, president of NBC Universal Sales and Marketing said in a statement: "Not only do these types of efforts help reassemble audiences, but they also go beyond traditional demos to tap in to consumer lifestyles and attitudes, furthering that important connection with the audience.

NBC Universal is also upping its spend on its own ad marketing. The company is set to unveil a new business focused campaign, titled Minds Over Media, which will underscore the company's cross platform offering and its strong connection with women viewers. It is expected to run in upfront week, May 17, in newspapers and trade magazines.