Rod Prosser: 10’s chief sales officer on strategy & building his team

“Having to get another 150 people into the business is a lot of work.”

The big difference for Network 10 this year after its Upfronts is buyers are dealing direct with the channels for the first time in several years following the split with MCN.

“And there is plenty of great content to sell,” 10 chief sales officer Rod Prosser told Mediaweek.

As to how quickly the new network owner CBS wants to monetise all the new content, Prosser said: “They are pragmatic and they know we have a big job ahead of us. But we have now spent close to eight months building the sales team and the operation. Along the way we have had access to resources and technology from CBS. We have some big targets, but we have some great content to help us hit them.”

Despite some recent conflict that has seen Seven lock horns with an employee, Lisa Squillace, wanting to move to Network 10, Prosser said the sales team build hasn’t been as challenging as he first thought it could be.

“Having to get another 150 people into the business is a lot of work. The reality is we’ve got a good disengagement plan for next year and some of the MCN people will move across. We have also been inundated with great CVs from seriously good people.

“We have just announced our leadership team, which is now in place, with a couple of appointments we have yet to announce.”

See also: Lean in with 10: Rod Prosser reveals new sales leadership team

Many of the presentations from Nine and Seven this year focused on the data they have access to and the programmatic sales offer. “I have noted before that we were late to the data party,” said Prosser.

“The reality is that sometimes it is not all that bad to be late and we can learn from the mistakes and experience that others have gone through. We are talking to advertisers a lot about our partnership with Tealium and our overall strategy with 10 Play.”

The change of name also signals a better product, said 10’s sales chief.

“We know we have to improve our user experience even more than what we have got today. For us it is all about the collection of the data and we have now got that strategy in place.”

Prosser and his team have already started discussions with some agencies about 2019. “Things happen a little bit differently now and there is not always a typical Upfronts agency consortium negotiation as we might have done previously. With some agencies groups we do and others we don’t.”

Network 10 last week appointed two senior sales leaders as it draws closer to completing its sales leadership structure.

Grant Madigan will lead the 10 Exchange team as head of commerce and sales operations. He will report to Rod Prosser.

Nisar Malik has been appointed sport sales director and will report to Ten’s soon-to-be announced national sales director.

Madigan and Malik will join 10 in December.

Prosser said: “It’s great to see the sales leadership team take shape. As we continue to build the team, it’s important that we appoint leaders with a cross-section of capabilities to take us forward. With Grant and Nisar, we are bringing in two proven leaders with extensive multiplatform media sales experience. It says a lot about a company when people come back and I’m thrilled to be welcoming Grant and Nisar back to 10. They are passionate about our future and the role we play in shaping the commercial broadcasting landscape.”

New 10 sales appointment biographies:

Grant Madigan

As head of commerce and sales operations, Madigan will lead 10 Exchange, a specialist sales team responsible for revenue analytics, traffic, technology and data insights. He has over 20 years’ experience in sales and rejoins 10 from MCN where he has spent the last three years in senior trading roles, most recently as head of trading. Prior to MCN, Madigan was at Network 10 where he spent six years as a group sales manager before being appointed Sydney trading manager and then, soon after, national trading manager. He has also worked at Nine Entertainment Co and WIN Television in sales roles. He started his sales career at Network 10.

Madigan said: “This is my third stint at Network 10 and I must admit there is something that continually draws me back to the company. It’s fantastic to be part of this exciting era at 10. The team is building a future-focused sales capability and, in leading 10 Exchange, I’m very excited to play a big role in that. I’m really looking forward to working with Rod and the fantastic sales leadership team he has put together to redefine 10’s sales commercial proposition and deliver world-class solutions to advertisers.”

Nisar Malik

With over 20 years’ experience, Malik rejoins Network 10 from the Australian Radio Network (ARN) where he was agency sales director. Prior to ARN, he worked in a number of senior sales roles across the media industry including at Nine Entertainment Co., Southern Cross Austereo and eight years at Network 10.

Malik said: “What an incredible time to be rejoining 10 as it is not only re-establishing a sales team but also redefining its future-focused commercial proposition. To top it all off, 10 is welcoming back the Melbourne Cup Carnival to its screens and the partnership will be unlike anything the industry has ever seen. Throw in the MotoGP, Formula 1, A-League, Supercars and Rugby and it’s a completely different and compelling sport proposition for advertisers. I can’t wait to be part of it all.”

The appointments of Malik and Madigan follow the announcements of Damon Jackson as Melbourne sales director, Angela Neville as Brisbane sales director, Cameron Mudge as Adelaide sales director and Paul Townsend as Perth sales director.

Earlier this year, Network Ten also announced the appointments of Tamar Hovagimian as head of 10 Effect, 10’s commercial sponsorship team, and Michael Stanford as Head of 10 Imagine, 10’s strategy and creative hub.


Top Photo: Rod Prosser, Beverley McGarvey, and Paul Anderson

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