Poster Publicity rejigs international operation

By LEXIE GODDARD, campaignlive.co.uk, Monday, 18 October 1999 12:00AM

Outdoor planning and buying specialist Poster Publicity has restructured to enable it to manage its international expansion more efficiently.

Outdoor planning and buying specialist Poster Publicity has

restructured to enable it to manage its international expansion more

efficiently.



The London-based company has just opened an office in Frankfurt,

following its roll-out in New York, Singapore and Budapest.



Poster Publicity says the reshuffle, in which it has adopted a group

structure, is designed to reflect consolidation in the outdoor

market.



Eric Newnham, the managing director of Poster Publicity UK, will become

group chief executive, reporting to group chairman Gerry McSharry. David

Tallis and Paul Shearring become joint managing directors of the UK

company, while Colin McKinnon will be business development director.



There are also changes on the international side. John Ellery, former

managing director of Poster Publicity International, becomes group

deputy chairman, clearing the way for Mike Segrue to move up from deputy

to the managing director slot.



McSharry said the changes would allow the group management team to

concentrate on growth and international expansion, handing the

day-to-day running of the two divisions to their managing directors.



He commented: ’There is immense potential for further expansion into

other key markets and the new structure will enable us to explore these

thoroughly.’



Segrue said it was vital the company adapted to consolidation in the

outdoor market and kept pace with the aggressive expansion of major

players such as Clear Channel and JC Decaux.



’This greater consolidation on the selling side provides more scope for

international campaigns, but we must ensure these can be planned and

bought centrally,’ he said.



Segrue said Poster Publicity International’s global expansion would

continue, but that there was likely to be a ’bedding down’ period before

its next move. ’For instance, in the US we need to build a network of

regional offices,’ he said.



He said that, as with any agency, clients would drive the company’s

expansion.



’We need to go into centres where we can set up as a partner with our

clients.’



This article was first published on campaignlive.co.uk

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