TVB beefs up info gathering

The television Bureau of Canada has hired two veteran admen to help its members better sell broadcast time to advertisers.The move is part of a strategy by tvb, an industry-funded sales and marketing organization representing most Canadian tv broadcasters, to learn...

The television Bureau of Canada has hired two veteran admen to help its members better sell broadcast time to advertisers.

The move is part of a strategy by tvb, an industry-funded sales and marketing organization representing most Canadian tv broadcasters, to learn more about national advertising and marketing activities being carried out in various advertising categories.

Category information

tvb President Cameron Fellman says broadcasters can more successfully convince an advertiser of the effectiveness of tv advertising if they go into their sales pitches armed with information about the category in which the advertiser competes.

The ad executives, both of whom have experience on the client and agency side of the business, were hired three weeks ago as category managers.

As such, they will analyze the marketing activities in specific advertising categories, collect relevant information and, ultimately, share their knowledge with advertisers, agencies and broadcasters.

Fellman says advertisers and their agencies regularly call the tvb for a wide range of information on tv advertising.

And, he says that since much of this information is being sought by potential tv advertisers, or their agencies, the tvb ought to be doing the best job it can of helping them out.

Gary Masters, who has worked with Robin Hood Multifoods, Bristol Myers Squibb Canada and J. Walter Thompson and Wolf Advertising, has been named tvb’s national category manager for automotive, industrial and retail advertising.

Jim Quance, whose work experience includes stints with Sterling Drug, jwt and SMW Advertising, has been appointed national category manager for packaged goods products and and leisure activities.

Fellman says he would, eventually, like to add at least three more people in similar capacities, thereby splitting the work load and enhancing the focus on specific product categories.

But he says new hires will have to be put off until tvb increases its membership.

He says tvb’s current members account for about 80% of total tv ad spending.

He says if tvb hold outs were to join the organization, ‘we would have the funds to hire the other three category managers.’