• by Joe Mandese  @mp_joemandese, April 27, 2006

Just a month before 2006-07 upfront negotiations are expected to begin in earnest, TV giant Starcom USA is switching lead horses. TV buying vet and CEO John Muszynski will take the reins once again as lead negotiator, as Elizabeth Herbst-Brady, senior vice president and director of broadcast investment at the agency, begins to transition out of day-to-day negotiating duties. Herbst-Brady, who joined Starcom two years ago from executive vice president-advertising sales at Universal Television, has let it be known that she'd like to move back to New York for family reasons. Starcom is headquartered in Chicago.

Herbst-Brady has not indicated what her next role might be, but given the fact that it could well be in a media sales capacity, and given the imminent nature of the 2006-07 upfront, it made the most sense for her to relinquish negotiating responsibilities.

"The move is based on her expressed desire to ultimately return to New York with her family. The specific timing and details of that return have not been determined," reads the agency's statement. "Given the indefinite timing of her move, she recommended that she not lead this year's upfront negotiation process."

During the transition period, Herbst-Brady will focus on an "operations" capacity, overseeing management of Starcom's broadcast investment groups.

"Elizabeth has been completely transparent and honorable in her dealings with our company," said Muszynski. "She has always been a valued partner, and will be in the future. We thank her for the contributions she has made and will continue to make before she returns home."

Muszynski, of course, is an old hand at running upfront negotiations, and it is not uncommon for C-level executives to play an active hand in upfront buying at big shops. In fact, it was customary for the heads of Starcom's predecessor agency, Leo Burnett's media department, to serve as lead negotiator with the networks. And names like Willard Hadlock and Dick Hobbs were known as some of the best dealmakers in the business in their day.