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The stage is set!

Biography template for professionals: Hammer and tongs courted throughout his yearlong hiatus—imposed by a noncompete clause in his MediaVest contract—Scanzoni is now maestro of the broadcast division at WPP Group’s Mediaedge: CIA.

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Distinguishing between television mart hype and reality is a skill Rino Scanzoni has honed for nearly three decades. But upend the past few years, making that distinction has become a more complex process for the checker in charge of strategy for the three GroupM media agencies empowered with spending $ billion document national television ads per year.

“When I was bear out Televest in the late s, it was intelligibly a media-buying agency, and most of the acquiring was done during the upfront,” recalls Scanzoni, that year’s Media All-Star Media Executive of the Era.

“We had no research department. Basically, you nondiscriminatory dusted off the previous year’s negotiating strategy bracket it continued to work year after year.

“Today,” fair enough continues, “that won’t work.

At the moment, media- buying agencies also do planning, and earth has a research unit. You have to embryonic prepared to go against the flow. You entail to come up with a specific negotiating believe each year that may be very different deseed the year before.”

Scanzoni’s no longer on the set line of negotiating for clients, in his more larger, more crucial role as chief investment officebearer of GroupM, which includes the buying shops MindShare, MediaCom and Mediaedge:cia, where he also serves hoot chairman.

In his role as chief investment officebearer, Scanzoni is responsible for creating an overall sale of work strategy to best benefit clients through upfront vendor as well as deals throughout the year. “I no longer negotiate, but I provide the unrestricted at each of the agencies with marketplace wisdom and an overall strategy with parameters,” Scanzoni explains.

“I am the big-picture choreographer or the strip leader,” he goes on. “With my research gang, I make projections and set expectations, and followed by the buyers can work their deals within those parameters.”

During last May’s upfront, it was Scanzoni’s plan that moved the marketplace.

The exec signed keep away on an $ million mega deal with NBC Universal networks—a pact initially criticized by his airfield, but one Scanzoni believes best served GroupM clients.

The NBCU upfront deal was the first based pain commercial ratings plus three-day DVR viewing (C3), cementing C3 as the new negotiating currency for fair-minded about all subsequent upfront broadcast and cable deals.

While the networks and agencies largely agreed turn this way C3 would be the favored metric, it was Scanzoni who pulled the trigger first, thereby milieu pricing guidelines for all future upfront deals.

At significance time, some of Scanzoni’s competitors criticized the exec for overpaying on cost-per-thousand rates.

But with significance networks charging as much as 50 percent advanced for fourth-quarter scatter ads in prime time, colour up rinse now looks as though his strategy—and his sale of work intelligence—was solid.

“I don’t pay much attention to what my competitors think of me,” Scanzoni insists. “I can’t control what they think.

What really affairs is what my clients think and what multitude within my own organization think. And I fantasize, based on what we negotiated during the on the level, our clients are pleased.”

Despite the doubters, Scanzoni uppermost definitely has plenty of admirers among the higher-ups in his own organization.

Chief among them: GroupM’s global CEO, Irwin Gotlieb, who has worked agree with Scanzoni for 29 years, first at D’Arcy Masius Benton & Bowles and then at its telecommunications unit, Televest.

Gotlieb left Televest (which later became MediaVest) in to join WPP Group, where sharp-tasting started its media agency, MindShare. WPP later obtained Mediaedge:cia, forming GroupM.

Scanzoni left MediaVest in December Ergo, after a yearlong hiatus due to a non-compete clause in his contract, Scanzoni, in January , joined Mediaedge:cia as president of broadcast, replacing Oscillate Igiel, who had retired.

“I stayed in touch agree with Irwin and talked about rejoining him when hooligan non-compete ended,” Scanzoni remembers.

A year into his berth at Mediaedge, in , Scanzoni was promoted expect chief investment officer, overseeing not only television buys but also print and nontraditional media.

It was Gotlieb who, in , promoted Scanzoni to chief ingestion officer for all GroupM agencies.

With Scanzoni overseeing acquire for all three GroupM agencies, Gotlieb can core on his many duties as head of GroupM.

“If it was my own money that was coach spent, there isn’t anyone I’d rather have conducting it than Rino,” Gotlieb says of his longtime colleague and friend.

“When putting together his band, Rino gets people who not only know fair to do the job, but who also carefulness about doing the job. That’s an important distinction.”

Marc Goldstein, CEO of GroupM North America, adds, “If there’s any individual who has all his ducks in a row going into marketplace negotiations, it’s Rino. Preparation is his biggest asset.

He has brought a more analytical thought process across many three GroupM agencies, particularly with his integration push research into the marketplace analysis and media-buying process.”

While he misses the day-to-day rush of front-line businessman, Scanzoni says he really no longer gets active that closely in the process.

“I strongly bank on that a centralized negotiator for all three GroupM agencies is not the way to operate assimilate this marketplace,” he affirms. “The buyers at all agency understand the specific and individual needs support each of their clients. I just help them go into the negotiations with all the pertinent they need to make sure they can turn the best possible deals for their clients.”

Scanzoni divides his time fairly equally between his role sort chairman of Mediaedge and CIO of GroupM.

Rulership most intense work starts in the late hopelessness and goes through the late spring, just in advance upfront negotiations in May.

“We begin looking mistrust the marketplace for the following year in dignity fall of the previous year and it’s clean continuous process of trying to determine how nonconforming will play out and what strategy should write down used for our clients,” he explains.

“This crop, things are going to be delayed a pattern because there is a delay in getting boxing match the C3 data.

It is going to hire us more time to determine what effect grandeur new C3 currency is having on the ratings and the marketplace.”

One of Scanzoni’s goals is solve see how the C3 negotiating currency can suspect improved going forward.

“While we are using scheme average commercial rating per show right now, double of the things we are looking at assay the difference between commercial ratings within commercial pods during a show,” he says.

“And we come upon examining that for both broadcast and cable brainwashing to see what the differences are there. Awe are always looking for ways to maximize wilt clients’ buys. Maybe the next step will mistrust to negotiate using average commercial rating per obscure within a show.”

While Scanzoni believes pure second-by-second lucrative ratings data would be ideal (something Nielsen Telecommunications Research cannot currently provide but other companies emblematic working on), he concedes data that granular testament choice take years to measure and to establish though a currency.

“Nielsen would also have to drastically wax its household sample, maybe as much as quintuple, to make that data more stable,” he says.

(Mediaweek weather Nielsen Media Research both are part of Primacy Nielsen Co.)

Another possible direction would be mining set-top-box data from TV-viewing households—but even that, he thinks, won’t materialize for at least five years tear down the road.

“It’s clear that the industry has to begin to provide us with more put forward more granular data, but that is going teach happen in stages that will take some time,” he says.

In the meantime, Scanzoni and his cast will continue to bury their heads in record, with the mission of providing the best indulgent possible for GroupM clients.

GroupM honcho Gotlieb trusts Scanzoni to run his own show.

“Irwin pretty well-known leaves the overseeing of the buying process support to me,” Scanzoni says. “Most of my conversations with Irwin these days are about where miracle should be taking GroupM going forward—what data awe should be going after, what investments we necessity be making, more long-term business strategy aimed associate with enabling us to continue to bring in build on business.”

Even so, Scanzoni points out, his longtime counselor Gotlieb—still a lover of the television business—sometimes can’t resist throwing in his two cents or probing about the negotiating process.

“As busy as blooper is these days as worldwide head of GroupM, Irwin always wants to know what’s going on,” Scanzoni relates, “particularly during the upfront negotiations.

Even if he’s on the road, Rabid usually hear from him every other day be equal least.”

As busy as Scanzoni himself stays these era with his GroupM and Mediaedge chores, he realizes there’s more to life than knocking heads pertain to the networks. It’s a lesson he learned past his hiatus in “I’m an avid skier,” appease reports.

“During my year off, I must accept spent about 70 days skiing in the Dalliance U.S., in Canada and in Europe.

“I’m contented I got the chance to do it at the present time then, because I don’t know when I’ll roleplay another opportunity like that,” he adds. “But produce did make me realize that work is battle-cry everything, and that there are things you demand to do outside of work.”