Maureen Bosetti, Executive VP/National Broadcast Director, Optimedia

At media agency Optimedia, Maureen Bosetti is
responsible for negotiating millions of dollars
worth of TV buys for clients such as phone giant
T-Mobile, restaurant chain Denny’s, British
Airways and BBC America.

Maureen BosettiBosetti, now 38, has every reason to be full of herself, and yet
she’s focused on making sure that salespeople’s calls get returned, and
everyone she manages is treated with respect. But she’s also got her
eye on the big picture, in hopes of pushing the ball forward on the
addressable-TV front.

By 23, Bosetti was negotiating major buys for one of the nation’s
top advertisers, General Motors, and wrapping several upfront deals.
Bosetti got GM into sports properties such as the Olympics, NFL and
the NCAA, and back in the good old days she recalls requests were
often to put another $100 million down and get a couple of thousand
more ratings points.

After years of frantic deal-making, Bosetti joined Discovery Communications
as a sales planner in 1997, learning how to see things
through the eyes of the sales team. She soon returned to agency life,
joining Universal McCann to work on Coca-Cola; she’s now been at
Optimedia for six years. “It’s a good place for me to be,” she says. “I
get involved in so many different assets. I work closely with planning
and digital and research. It is very integrated, and I can do a lot and
have flexibility.”

Besides negotiating TV deals, Bosetti was involved in shaping the
original contract for MTV Networks’ online music service, Rhapsody—
a rival to Apple’s
iTunes. Her Optimedia job
now is “to help them figure
out where they should
spend [their ad dollars]. It
has been a mutually beneficial relationship.”

But Bosetti also turns
her eyes toward addressable
TV. “I’m very
interested in that area
with Canoe, Invidi and
the satellite companies,”
she says, and in learning
what the set-top box can
reveal about consumers’
habits. The reason goes
back to her focus on respect;
it is all, she says,
about the “need to make
TV more accountable.”