Active International, a global independent corporate trade company, announced it has named Lou LaTorre to lead a new global agency advocacy group. In his new role, LaTorre will be responsible for leveraging Active’s domestic and global agency relationships to identify and develop strategic business initiatives.
“We are delighted to have Lou join the Active International team,” said Bill Georges, Chief Operating Officer at Active International. “The media industry is going through tremendous change, which is reshaping the roles of all key market players and creating new opportunities. We view strategic partnerships as an increasingly important part of our global business. Lou’s deep understanding of the digital and linear media marketplace and the strength of relationships he’s built during his very successful career will be a tremendous asset for our clients, our trading and agency partners and our company.”
Prior to joining Active, LaTorre served as president, advertising sales and integrated marketing for Fox Cable Networks. He was responsible for overseeing advertising strategy, pricing and planning, sales operations, revenue generation and integrated sales and marketing across the Fox network and cable platforms. He was also directly involved with the launch of Fox’s regional sports network, FSN.
LaTorre previously served as president and COO, sales and marketing at New World Communications, where he was responsible for New World TV Group’s national revenue. Prior to that, he served as executive vice president, sales and marketing at Turner Entertainment Group, where he was responsible for kids, sports, syndication and entertainment and helped launch TNT, Cartoon Network and Turner Syndication.
“It is an exciting time to be joining Active International, the global leader in corporate trade” said LaTorre. “Given the dramatically shifting digital and linear media landscape and rapidly changing consumer behaviors, Active’s central value proposition of restoring or extending media buying power is well positioned as an invaluable resource for both brand marketers and agencies of record. Active truly is a 360-degree client solutions organization.”
In 2015, LaTorre was inducted into the Broadcasting and Cable Television Hall of Fame in recognition of his service, achievements and leadership in the industry.