The industry charity, NABS, is looking for an advertising
heavyweight after Postar poached its director, Helen Tridgell.
Tridgell replaces Richard Holliday, who resigned as the managing
director of the poster research company last August to pursue other
interests. Tridgell will join Postar in May and Holliday will stay on
for a hand-over period.
Mark Robinson, the chairman of NABS, said he would put a brief out to
headhunters to find a replacement from within the industry.
’Helen has modernised NABS as it moves into a more dynamic environment.
We are looking for someone who understands where the business is going,’
Tridgell has been at the head of NABS for the past three years,
following a nine-year stint in the media department of J. Walter
Thompson, where she was a director.
Her Postar appointment comes at a time when the outdoor industry’s
research organisation, which is jointly funded by the Outdoor
Advertising Association and the Council of Outdoor Specialists, has seen
a number of management changes, including the departure of its chairman,
Chris Dickens, last May. Ken New, the chairman of New PHD and the poster
company, Outdoor Connection, took over Dickens’ role in October.
Referring to Tridgell’s appointment, New said: ’I wanted someone with
experience right across all media. I wanted a serious, heavyweight
person who the industry would look at and respect.’
Postar is keen to extend its remit beyond outdoor advertising. New said:
’We need to take Postar to its next step. It’s regarded as one of the
most sophisticated pieces of outdoor research in the world, but we need
to take it on and encompass all transit and retail advertising.’
Tridgell said: ’When I was asked to do a job which was every bit as
fascinating as NABS, and which uses my media knowledge, it was too much
of a temptation. Postar has revolutionised the way outdoor advertising
is regarded and is a very sophisticated piece of research.’