With a varied media career in TV buying, digital buying, sales and adtech, Rich has spent the last ten years between Publicis, Sky and now Dentsu. At Sky, as digital sales controller, he launched Sky AdVance and ran the digital sales team charged with multiple revenue lines inclusive of direct, programmatic, video on demand and social. Now at Dentsu, combining past experiences, he is focused on modernising the AV approach, providing the tools and strategy in order to take advantage of new viewing behaviours and opportunities as a result.