MRO Magazine

Active International Names LaTorre to Lead New Global Agency Advocacy Group

By Business Wire News   


Active International, the largest global independent corporate trade company, today 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, Mr. 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.

Mr. 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, Mr. LaTorre was inducted into the Broadcasting and Cable Television Hall of Fame in recognition of his service, achievements and leadership in the industry. Mr. LaTorre earned a Bachelor of Business Administration in Marketing and Advertising from Zicklin School of Business, Baruch College.

About Active International

Active International, the global leader in corporate trade, consults with Fortune 1000 companies on ways to leverage their enterprise assets, typically excess consumer packaged goods, real estate and capital equipment, to purchase pre-budgeted expenses like media, retail marketing, events & hospitality, freight & logistics, and LED lighting & displays. Active places more than $1 billion in media annually on behalf of its clients and has successfully helped many of the world’s leading brands recover value, reduce costs and increase market share. Providing a dynamic financial tool and creative marketing solutions, Active has helped its clients improve their business performance, delivering $1.5 billion in economic benefit since 1984. Active International is based in New York and has offices in 15 countries.

Bliss Integrated Communication
Morgan Fine, (212) 584-5487


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