Business

ViacomCBS announces head of digital sales, Fabricio Proti, to lead ad sales in Latin America and operations in Brazil

The rearrangement comes at a time when ViacomCBS is promoting the heads of MTV Entertainment Group and Nickelodeon to give them global oversight of their brands

Fabricio Proti, new LatAm ad sales leader and Brazil's general manager at ViacomCBS. Photo: ViacomCBS/Courtesy/ Paulo Mercadante
  • According to ViacomCBS, by mutual agreement, Mauricio Kotait, former manager of the Brazil operation, has left the company;
  • ViacomCBS announced a previous streaming-related reorganization in October, ahead of the launch of streaming service Paramount Plus.

ViacomCBS Networks Americas has just announced that Fabricio Proti has been appointed Senior Vice President of Ad Sales for AVOD & Pay TV in Latin America & General Manager of ViacomCBS in Brazil. Proti will be responsible for all pan-regional ad sales business activities, including pay-TV, events, PLUTO TV, and other ad sales opportunities in the company’s ecosystem.

He will also be responsible for ViacomCBS’ operations in Brazil and will assume the role of General Manager in the country. Proti will be based in São Paulo and will report to JC Acosta, President of ViacomCBS International Studios & Networks Americas, and Eduardo Lebrija, Commercial Director of ViacomCBS Networks Americas.

READ ALSO: ViacomCBS’ Q1 2021 revenue exceeds estimate thanks to Paramount Plus

“Fabricio’s arrival on the team is crucial to our continued movement towards supporting priority streaming services and our digital-focused ad sales strategy, which encompasses the enormous potential of Pluto TV and the rest of our product ecosystem across Latin America,” said Acosta. “Given his impressive digital ad sales experience, we are very excited to have him on our team and believe his experience will be an invaluable asset to our strategy that prioritizes digital ad sales.”

According to ViacomCBS, by mutual agreement, Mauricio Kotait, former manager of the Brazil operation, has left the company.

READ ALSO: ViacomCBS to buy Chilevision from WarnerMedia targeting expansion in Latin America

The rearrangement comes at a time when ViacomCBS is promoting the heads of MTV Entertainment Group and Nickelodeon to give them global oversight of their brands, it said on Thursday, as the company makes a push to grow internationally.

Under the new structure MTV President Chris McCarthy and Nickelodeon President Brian Robbins will also take over as chief executives of those businesses, with a global remit.

George Cheeks, the president and chief executive of CBS, will now be responsible for CBS’ global content strategy.

The moves are part of a broader restructuring geared at unifying the company’s U.S. and international businesses.

READ ALSO: Paramount Plus lands in Latin America: deep catalog and fresh originals to face Netflix and Disney Plus

The three execs will continue to report to ViacomCBS chief Bob Bakish. The head of ViacomCBS Networks International, Raffaele Annecchino, will retain the same role.

In June the company said it had appointed MTV Entertainment Group executive Tanya Giles as chief programming officer for its streaming division, part of a reorganization of senior management that formalizes the company’s direct-to-consumer business as core to everyone’s job.

ViacomCBS announced a previous streaming-related reorganization in October, ahead of the launch of streaming service Paramount Plus.

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