CNN Worldwide has appointed Rani Raad to the freshly created position of president for CNN Commercial.
Raad will work closely with WarnerMedia Sales and International on its CNN advertising and distribution activity, lead the international business through CNN International Commercial, optimise CNN Worldwide’s directly controlled revenue operations, and maximize the commercial potential of development of new products. Effective immediately, he reports directly to Jeff Zucker, chairman, WarnerMedia News and Sports & President, CNN Worldwide.
Raad, a CNN veteran of 22 years, started his career at the company in New York before holding a number of senior international roles with CNN and WarnerMedia. In 2013, Raad combined all business operations of CNN’s properties outside of the United States within the division CNN International Commercial (CNNIC), including advertising, sponsorship, Content Sales & Licensing, Out of Home, marketing and Audiences & Data.
Raad said, “I don’t think I have ever seen a time when CNN has been so influential, both in the US and internationally. An era of structural change in the media market, the increased demand for verified news and the economic impact of Covid-19 is fundamentally changing the way we need to work with our business partners. With our premium brand, sophisticated solutions and worldwide reach, it’s now more important than ever before that our business partners, wherever they are, have greater and faster access to CNN’s full suite of global capabilities.”
CNN hopes that by providing Raad (and his eventual successors) with this global title and its responsibilities, it can broaden the company’s new business streams. CNN believes that by centralising the management and strategy of its commercial activity in one operation, it will allow an integrated, agile approach to the way it assesses market needs, develops solutions, and works with partners.
“There has never been a more important time to be strategic and purposeful about revenue generation across the platforms of CNN Worldwide,” said Zucker. “By aligning Rani and his team more closely with the rest of the CNN organization, there is no doubt it will make a big difference in our ability to find new ways of doing business and enhanced opportunities for our clients around the world.”