Warner Bros. Discovery will take to the upfront stage next week with new leadership atop its ad sales division. The company named Ryan Gould and Robert “Bobby” Voltaggio its co-presidents of advertising in February, so when they take the stage at Madison Square Garden Wednesday, it will be their first time leading the presentation to clients.

“I don’t think we’re going to stray too far off of our legacy and our strength. But I do think that we’re going to articulate and prove that we’re a modern media organization and we’re truly like no other,” says Gould of what to expect. “We haven’t lost sight of the fact that this is a business presentation, and people want to come out of it and they want to understand, what can they buy? How do they buy it? And what does it mean for them? I think that some of these presentations has have gotten a little bit too aspirational. We definitely want them to be actionable.”

WBD of course has the Max streaming service, with HBO at the heart of it. It has the Warner Bros. Film studio, and despite the pay TV tumult, it still has a stable of linear cable TV channels, spanning TBS, TNT, CNN, Discovery, HGTV and more.

“We just have best in class IP, we have culture creating, culture setting IP like The Last of Us, The Pitt, March Madness, or theatricals like A Minecraft Movie,” Voltaggio says. “We want to couple that with best in class precision and targeting to really allow for the accessibility of those audiences to our clients. Our content is seen by 85 percent of all adults on a monthly basis in the US, and we certainly want to maximize that power and breadth of our portfolio for our client base.”

But the pitch also comes amid what both men agree is a “strange” upfront market. Tariffs and recession fears are all anyone seems to be talking about, but Gould says “the sentiment doesn’t match the data. We’re not seeing it in the numbers, and speaking to our peers and getting a read on where the marketplace is, I think that that’s a unanimous POV.”

So WBD’s pitch will focus on incentivizing clients to commit upfront, with the flexibility to adapt later, if circumstances (or tariff rates) change.

“We’re in a market where our clients and our agency partners are trying to figure it out, right?, and the POV that they had two days ago probably doesn’t match the POV that they have today,” Gould says. “The one thing that I think is going to be most important this year, in this upfront cycle, is a consultative approach. So we really want to portray that we’re putting the customers and our clients front and center. We’re having a lot of conversations around flexibility and the opportunity to weave brands into the fabric of not only our platforms, but also our IP.”

“The more flexible we can be on both sides of the house, the more beneficial it is for everyone to feel comfortable about the upfront commitments and placing money in uncertain times,” Voltaggio adds.

“Flexibility could be as simple as moving from linear to digital, moving across genres, sports, news, entertainment,” Gould says. “It could be moving quarters, it could also mean that, hey, if you can only commit X amount today. What are the deal terms if I come back to you in six months and have more opportunity? How are you going to work with me there?”