MEDIA: HEADLINER; Gambling man is sure Adshel is a safe bet for development

Ian McComas sees plenty of opportunity in posters. Richard Cook investigates

Ian McComas sees plenty of opportunity in posters. Richard Cook

investigates



There is one real tell-tale sign. There are others, of course, but they

can mislead you, can let you down. There is one sign that seldom

disappoints, that hardly ever misleads.



You can find it on the CV of Ian McComas, the new executive director of

Adshel (Campaign, last week), at what we must now learn to call the More

Group. It comes after the natural sciences degree at Oxford and precedes

details of a five-year stint at H. J. Heinz. It reads: graduate trainee,

Procter and Gamble, and it tells more about McComas than the rest of his

resume combined.



It’s not just that trainees are exposed to a certain corporate culture

at P&G, it’s simply that this culture is so strong and so pervasive that

it tends to linger a little too long. In fact, if it were any stronger,

the joke runs, they’d have to call it penicillin. The result is P&G man,

to be found in many of the country’s top marketing jobs and practically

guaranteed to present few surprises.



P&G man is sure to be pleasant without being too affable, well turned

out, though wearing nothing too well-cut or ostentatious, and a walking

lexicon of the most diplomatic endorsements of employers past and

present. In football terms, a Platt rather than a Gascoigne - steady,

capable of surprisingly skilful moves at times, but above all polite and

well-mannered. At first sight, McComas certainly fits this bill.



The question is, what is a man like that doing in the poster industry?

After all, isn’t this the last bastion of the liquid lunch? The final

frontier for men with larger waist measurements than IQ points?



The answer, of course, is that the poster industry is not, officially at

least, like that any more. An influx of grown-ups from other media, and

management changes within it - the recruitment of people like David

Pugh, who joined Mills and Allen from the Telegraph group, or the

advancement of Francis Goodwin, another product of a classical marketing

background, for example - has helped see to that. And McComas may be

just the most grown up of them all.



This is, after all, a man who served as marketing director of Asda

Stores at the tender age of 31. ‘I just think people from other

disciplines have started to realise that there is very real opportunity

in posters. They have looked at the revenues and seen how they compare

with media like radio and been favourably impressed. Certainly I was,’

McComas says.



His recruitment is part of a much-needed restructuring of the poster

giant led by the group chief executive, Roger Parry, and officially

sanctioned in the change of the holding company’s name to the More Group

last month.



To observers, the company has always underperformed. After all, in

addition to owning the single best and most lucrative poster sites in

the UK, along Cromwell Road in London, it controls around 80 per cent of

the UK six-sheet market through Adshel, the brand now entrusted to

McComas.



‘Basically, the job means that I will look after the development of

Adshel, help smooth out any geographical imbalance in the sites and

market us to clients and local authorities. I am aware I’ve got a

fantastic brand here,’ he says.



It has to be said he’s already made an impression at Adshel, developing

intelligent new packages and starting to sell them based on Postar

ratings - the first time that has been attempted. ‘I’ve certainly formed

a positive impression of him in the short time he’s been in the

industry,’ Francis Goodwin, a former More O’Ferrall marketing boss and

now managing director of Maiden Roadside, says.



In theory, McComas is one of a number of equals. In practice, he is in

charge of the jewel in the company’s crown, responsible for four times

the revenue of the billboard division, for example, and closely

associated with the success or otherwise of the company as a whole. He

has the biggest and best toys to play with, but also the most pressure

to deliver and progress.



But then ambition is not something McComas is short of. For all his

outwardly conventional aspect - the house in Surrey, the weekly golf,

swimming, the devotion to family - here is a man with a healthy self-

regard and a willingness to take a chance. A keen card player all his

life, he’ll have a bet on hands of bridge or on backgammon, even on his

weekly golf game, but not things outside his control. ‘I like a bet,’ he

admits, ‘but I don’t bet on the horses or anything like that because I

couldn’t bear to lose to the bookies. I don’t bet if I can’t win.’



The McComas file



1983 Procter and Gamble, assistant brand manager, Daz

1985 H. J. Heinz, senior manager, corporate business development

1990 British Airways, senior manager, masterbrand and advertising

1991 Asda Stores, corporate marketing director

1992 CIA-Conzept, managing partner

1996 More Group, executive director



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).