Linda Yaccarino, NBCUniversal’s president of ad sales, senses change in the air, according to Advertising Age.

"One of her conversation changers is Project Symphony — an internal initiative NBCU is bringing to the market for the first time," Ad Age reports. "It singles out its own select projects to promote heavily across platforms, including in partnership with Comcast. That will allow brands the treatment that Universal Studios’ ‘The Lorax’ received last year when the Dr. Seuss character appeared on the bottom of the screen during TV shows across NBCU’s networks, made a cameo on ‘The Voice’ and was plugged on ‘Late Night with Jimmy Fallon.’

"’The leverage we have is the sheer amount of content and the way we can creatively stitch it together to meet reach needs,’ Ms. Yaccarino said. ‘Aggregation of important ratings points to reach precise customers — whether it’s moms or independent women or upscale men — that’s really what we are talking about.’ She plans to increase reach by packaging some of NBCU’s cable assets along with broadcast."

And that’s just the beginning of Yaccarino’s strategy and tactics for this year’s upfront. Click on the link above to read the entire Ad Age article.