MPG US COO Will Bring 28 Years of Advertising Industry Experience to New Role
NEW YORK – The Television Bureau of Advertising (“TVB”) announced that Steve J. Lanzano, 50, has been named President, effective January 1, 2010. Mr. Lanzano will assume the position from Christopher Rohrs, who served as the President of TVB for ten years and announced plans earlier this year to leave his role at TVB in 2009.
Mr. Lanzano brings twenty-eight years of advertising experience to his new role at the TVB. As President, Mr. Lanzano will be responsible for outlining the value of local television spot advertising and positioning television’s key strengths and advantages to advertisers, brands and senior-level agency managers.
Frank Comerford, Chairman of the Board of the TVB Executive Committee, commented, “The TVB Board and members are extraordinarily grateful to Chris Rohrs for his years of tireless service in advocating for local television and wish him every success in his future endeavors.
Local television broadcasting is at an inflection point today given the simultaneous convergence, consolidation and development of media platforms and channels. This environment is creating both challenges and new opportunities for television broadcasters. With his background deeply rooted in the advertising industry and nearly three decades of success, we are pleased to have attracted an executive of Steve’s caliber as the President of the TVB as we are confident he is uniquely qualified to lead the TVB and its members to further position local television as the dominant, most effective medium for advertisers and agencies.”
Mr. Lanzano serves as the Chief Operating Officer at MPG US, where he is responsible for overseeing all client accounts and helps lead strategic and operational duties for MPG’s marketing service professionals across the country. With five and a half years at MPG, Mr. Lanzano is responsible for accounts across all US offices including Reckitt Benckiser, Volvo, Sears, ExxonMobil, and CBS Films.
Prior to MPG, Mr. Lanzano joined Mediaedge:cia/North America in 1998 and rose through the ranks to Chief Executive Officer, North America where he was responsible for multiple offices in the U.S. and Canada, multiple billions in media billings, and more than 500 employees who provided services for clients including AT&T, Colgate, Dr. Pepper/7Up, Kraft General Foods, Mattel, Showtime and Sony. Mr. Lanzano was also a founder of MEC’s TheDigitalEdge Internet/ITV and Interactive unit, which brought together online planning and buying, media convergence (interactive advertising) and technology systems for a myriad blue chip clients including Ericsson, MetLife and Royal Caribbean Cruise Lines.
Comerford added, “We look forward to the benefit of Steve’s contributions as his unparalleled perspectives on the advertising and agency industries, leadership skills and proven track record of forging strong results-oriented relationships with brands and agencies will prove to be invaluable assets to the TVB, while also presenting new opportunities for growth for the television industry.”
Steve Lanzano added, “I am excited to join the TVB executive team and to work with Board members, TVB members and constituents to underscore our unwavering commitment to local television and the incomparable advantages it holds over other forms of media. I look forward to leveraging the strong relationships I have made over the course of my career, developing new and rewarding opportunities for local television and ultimately positioning television in the direction towards its inevitable rebound. We’ll also advance Chris Rohrs’ successful work in making the calls to sell television as an advertising medium; further developing the industry’s e-Media and online initiatives and opportunities, including TVB ePort; and serving as a valuable resource for members and customers.”
About The Television Bureau of Advertising
The Television Bureau of Advertising (TVB) is the not-for-profit trade association of America’s broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 600 individual television stations. TVB promotes the benefits of local broadcast television platforms to the advertising community and in doing so works to develop advertising dollars for U.S. Spot Television. TVB provides a diverse variety of tools and resources to support its Members and to help advertisers make the best use of local television.
