24/7 Media Inc. formed a nationwide ad sales force focused exclusively on the convergence of television and the Internet at the local market level as part of its three-year deal with NBC Interactive Neighborhood .
Leading the initiative is Bruce Mello, who has been promoted to senior vice president, local market sales. Additionally, 24/7 Media has hired six new sales professionals that will report directly to Mello to spearhead the sale of integrated multimedia packages in local markets.
Mello directly oversees sales efforts in 20 major markets nationwide. Formerly vice president, business development, he will report directly to executive vice president Jay Friesel.
“As convergence of off-line and online media become more and more important, local advertisers will seek integrated marketing plans that maximize their budgets,” said David J. Moore, CEO of 24/7 Media. “Bruce’s extensive broadcast and interactive experience will allow him to anticipate advertiser needs in these local multimedia environments.”