The Fishbowl: Lee Sears, Paramount
The Fishbowl
The Media Leader’s interview series asks the media industry’s top salespeople 10 revealing questions, drawn from our fishbowl. The questions will be drawn at random and contain some tricky posers set by the commercial chiefs themselves.
This week, it’s Lee Sears, president, international markets advertising sales, at Paramount.
Sears began his media career at Channel 5, where he spent a decade as group head.
In 2011, he joined Viacom, where he was first director of sales and partnerships at MTV International, then head of trading.
Since Sears became part of the Paramount group, he has led sales and partnerships in a variety of roles. Sears was promoted to his current position in March from executive vice-president and general manager, digital and ad sales.
As president of international markets advertising sales, Sears oversees Paramount’s sales teams across streaming, pay-TV and free-to-air broadcasters outside the US. This includes linear sales, sponsorship and brand solutions, social and digital activity, as well as live events.
Why are you passionate about media?
I love content. I’ve always enjoyed talking to people about the TV shows they’re watching. I studied film and TV at university and wanted to work in the industry afterwards.
I really enjoy thinking about how to connect the dots between an audience and content and love that I get to work with clients who are excited about being associated with our shows.
What one thing would you change when dealing with media agencies?
More transparent and collaborative communication to ensure that the client sees our brief and that we are part of feedback discussions. This would give us the opportunity to react and adapt to clients’ needs in real time, resulting in more value for everyone.
What’s been your biggest challenge this year and what are you doing about it?
With so many assets across our business, from free-to-air and pay-TV channels to FAST and SVOD services, our biggest challenge has been eliminating silos by unifying our sales teams around the world and making sure they’re up to speed with what’s required to offer advertisers a truly convergent opportunity — from launching an ad tier on Paramount+ in Canada and Australia to hosting the iconic MTV EMAs in Manchester.
When you were a child, what did you want to be when you grew up?
A footballer — I played for QPR once upon a time and was pretty good, but I am way too old now!
What are clients talking about this year that they weren’t last year?
Ad tiers on streaming services and England losing the Euros.
If people are thinking about getting into sales, what advice would you give?
Put the work into really understanding the product you’re selling and the market it’s in. Jump on opportunities to learn from others, broaden your skillset and don’t be afraid to ask questions.
Who was your first media lunch with and where did you go?
It was a very long time ago and I don’t remember who or where, probably because I’d been instructed to be back at my desk by 3pm and was so focused on that, I hardly ate a thing!
Who was your first media industry idol and what influence have they had on you?
Mark White at Channel 5 — he knew everyone’s name and had time for people at all levels of the organisation, plus a solid understanding of the wider business.
Our industry is fundamentally about human connection and his example set the tone for my own approach to leadership and taught me the value of gaining a more holistic understanding of the business.
Based on what you know now, what one decision in your career would you change and why?
While I loved my time at Channel 5 at the beginning of my career, with hindsight I’d have moved roles much sooner to gain a wider perspective of the industry and develop a more diverse range of skills earlier on.
In five years’ time, what will be the key characteristics that make a great sales leader?
The same as they are now — a holistic understanding of not just your own business but the wider media ecosystem to anticipate shifts in audience behaviour and clients’ needs. Clarity on what success looks like and making sure your teams and partners have this too. An empowering and empathetic people approach and in media. Always looking to find new ways to marry creativity and commercial.
Read more Fishbowl interviews here and see what media’s top salespeople say about working in the industry and what concerns their clients. To suggest an interviewee, contact [email protected].