Cella Named Chief Revenue Officer
WALNUT CREEK, CALIF. - Bill Cella, one of the most accomplished and respected executives in the media industry, has been named Chief Revenue Officer for Pac-12 Enterprises, it was announced today. Cella will be based in New York, but will spend considerable time in San Francisco as the company prepares for the launch of its television and digital networks in late summer 2012.
Cella brings a Hall of Fame pedigree and years of experience in media negotiation, programming creation and branded content to the Pac-12's new diversified and integrated media and content company. He will design and implement long term strategies and oversee the management of all revenue generation for Pac-12 Enterprises, which includes the Pac-12Networks, Pac-12 Digital Network and Pac-12 Properties, the sponsorship, licensing and events management arm for the Conference.
"I have known Bill for more than 20 years and have admired his success at every stop along his remarkable career," Pac-12 Enterprises President Gary Stevenson said. "We are thrilled that he is joining our team and bringing his wealth of knowledge and deep understanding of the media and content business to the Pac-12. He is universally respected in all corners of the marketing and media world and his experience in the college sports world is a huge bonus to us."
Cella joins the Pac-12 after guiding The Cella Group, a media sales representation company offering sales in both traditional and digital, consultations in media, as well as sports and entertainment representation. Prior to forming his own company in 2008, Cella spearheaded MAGNA Global, a unique media negotiation, research and programming unit of the Interpublic Group of Companies. He worked with Interpublic's media specialists, including Initiative, Universal McCann, and other Interpublic media agencies around the world. MAGNA represented approximately 25 billion dollars of aggregated media spending on behalf of clients from these agencies on a worldwide basis. The company was also an industry leader in research and analytics and produced Emmy Award winning programming under Cella's guidance.
Before his six-year tenure leading MAGNA Global, Cella held the position of executive vice president, director of broadcast and programming for Universal McCann North America, where he was responsible for over $2 billion dollars of national broadcast time on network, cable and syndicated television. He joined McCann-Erickson in 1994 as director of national broadcast and programming for the company's Coca-Cola client. In 1997 he was named executive vice president, director of national broadcast and programming for all of North America.
Prior to McCann, Cella worked for ABC for 15 years. He began his ABC career as an account executive for WXYZ-TV in Detroit. In 1985 he joined the ABC Television Network and rose to the position of vice president of sports sales before joining McCann-Erickson. His vast career in media has earned him many honors, including being recognized as a "Media Maven" twice by Advertising Age and induction into the Broadcasting and Cable Hall of Fame in 2008.
"College athletics is a real passion of mine and being part of something this unique and innovative is a rare opportunity," Cella said. "We are creating an unparalleled distribution footprint never before attributed to college conferences. With one National and six Regional Networks we will provide brands access to the alumni, their families and the rabid college sports enthusiasts on a daily basis. We will provide the continuity for promotions and long-term ad campaigns that brands require to sustain their visibility among their customers. I look forward to presenting to my client and agency friends all the attributes that a sponsorship of the new Pac-12 will provide their various brands."
Pac-12 Enterprises was created earlier this year to develop and launch the Pac-12 Networks and Pac-12 Digital Network and to control the distribution of the Pac-12 intellectual property rights in sports, education and other Conference and membership initiatives. In addition to expanding the reach and exposure for all 12 member institutions across the country, Pac-12 Enterprises is developing a strategy to extend Pac-12 programming to international audiences, especially in the Pacific Rim, where the Conference already enjoys wide recognition for the quality of its athletic competition and for the prestige of its member universities' academic and research programs. With a nation-leading 445 NCAA titles, the Pac-12 has earned the distinction as the "Conference of Champions."