AT&T and WarnerMedia are taking another step to unite their businesses following last year’s merger.
Xandr Media president Rick Welday has been named evp, AT&T Business and WarnerMedia go-to-market, and has been tasked with serving as a bridge between the two teams. Xandr is AT&T’s advertising and analytics unit.
Welday’s new role was announced today by WarnerMedia chief revenue officer Gerhard Zeiler and AT&T Business CEO Anne Chow, to whom he will jointly report.
“Rick will be responsible for working with teams across WarnerMedia and AT&T Business to help identify new joint solutions and products that drive incremental revenue in the business market,” Zeiler and Chow said in a staff memo. “He will help deepen B2B relationships for AT&T by maximizing the unique assets of WarnerMedia such as advertising solutions, content and creative capabilities, with best in class AT&T business assets such as mobility, 5G, Internet of Things and data security.”
In this role, Welday is not replacing Donna Speciale, who exited as WarnerMedia ad sales chief in July, shortly after wrapping this year’s upfront negotiations.
Speciale’s role has not yet been filled. Zeiler—who was named in March to oversee Speciale and her team as part of the WarnerMedia affiliates and advertising sales group—continues to serve as interim president.
In his three decades at AT&T, Welday previously served as CMO for AT&T’s consumer segment and helped launch the company’s U-verse TV offering.
Earlier this year, Welday talked with Adweek about the benefits of addressable television for an episode of our video series, How S#it Works.