US outdoor giant Van Wagner has hired Kevin Shute to head its push
into the UK market - and has unveiled plans for three new 85-foot
supersites in London.
Shute has been working for Van Wagner for the last month as a
consultant, following his departure from CIA Medianetwork where he was
business development director. In his new full-time role, which starts
immediately, he will head the sales and marketing operations.
He will work alongside Alex Brown, the former Maiden development
Effectively, Shute replaces Michael Higgins, who was put in charge of
finding and selling sites for the embryonic operation when it first
arrived in the UK last September. Higgins is said to have decided that
the company did not share his ambition.
Shute’s first job will be to sell three new 85-foot lightboxes. One of
these supersites was erected at the Aldgate East roundabout last
The other two are likely to be at similar central London confluence
’We’re not messing about with little sites in the middle of nowhere,’
said Shute. ’We want absolutely top sites in top locations.’
The Aldgate site is now being used by FT.com - a deal on which Shute
could not comment - but it was initially used by Van Wagner itself to
promote the new sites.
The company ran an ad with a large man trying to escape from the poster
box, with the catchline, ’It doesn’t have to be like this’. One observer
quipped: ’I couldn’t help wondering whether this was a jibe about
Higgins. After all, he did say the company ’wasn’t big enough for him’.’