• by Wayne Friedman , April 27, 2010

Just in time for the upfront, NBC Universal is enlisting the help of former major consumer-marketing executives. 

NBC Universal's integrated sales marketing division -- the group that makes longer-term, more complex multimedia executions -- will get the benefit from this with veteran expertise. NBC is launching quarterly CMO In Residence Programs, with former chief marketing officers. The first to participate is former K-Mart executive Bill Stewart, who will join the team in May.

Maryam Banikarim, senior vice president of integrated sales marketing for NBC Universal, stated: "ISM brings marketer-to-marketer conversations to the table to build on the already strong relationships that exist among our clients, agencies and NBCU sales."

She said the new program is a chance to work with "some of the most creative and respected marketing minds in the business." The goal is to utilize the expertise and insights of top CMOs in specific categories, so NBC can "enhance our ability to develop programs and ideas that more directly address the needs of our clients."

NBC says the program underscores the network's ability to change the dynamic -- perhaps to pull more marketers into integrated marketing deals. Says Stewart: "No one understands the power of partnership like NBC Universal."

In addition to K-Mart, Stewart's career also includes marketing positions at Levi-Strauss & Co, the Coca-Cola Company and General Mills.