Spring targets new outdoor clients

Stevie Spring, the newly appointed chief executive of More Group, has pledged to bring new advertisers to the outdoor medium.

Stevie Spring, the newly appointed chief executive of More Group,

has pledged to bring new advertisers to the outdoor medium.



More Group’s parent company, Clear Channel International, headhunted

Spring, who has been described as the ’Ruby Wax of advertising’, from

creative agency Rainey Kelly Campbell Roalfe/Y&R, where she was managing

partner. She replaces former managing director Peter Smythe, who shifted

to the post of CCI regional director for Northern Europe last

October.



Spring, who starts at More Group on 6 February, was chosen for her 17

years experience with creative agencies. She said she would use this

experience to change the way posters are seen by some clients. ’I’ve

never been a believer in the 6 per cent rule. I think there is a great

deal of myopia where certain clients are concerned,’ she said.



’At the moment, many advertisers just use posters directionally, or as a

two-week extension of a TV campaign. Others don’t see the potential for

posters at all. I want to bring new advertisers to the medium, and to

use my experience to persuade people to use the medium in new and

exciting ways.



’Posters are being used more and more dramatically,’ she added. ’They

are the last remaining mass broadcast medium, and hi-tech developments

will increase their impact further.’



Roger Parry, chief executive of CCI, said: ’We are delighted to have

someone of Stevie’s talent and reputation on board. The outdoor medium

has seen major consolidation in the past two years. It is a global

business and all the main players have global ambitions. With the level

of investment now being ploughed into the medium, outdoor has massive

potential for growth. Stevie’s creativity, client service skills and

drive will help us unlock that potential.’



Spring started her media career as a client, then moved into agency

sales with TVam before joining Grey Advertising in 1984. There she

worked in national account management and business development.



In 1988 she moved to Gold Greenless Trott to head new business and was

promoted to deputy managing director. In 1992 she was recruited to

Woollams Moira Gaskin O’Malley as managing director.



She then joined Young & Rubicam in 1994, and was named managing partner

following Y&R’s merger with Rainey Kelly last autumn.



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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).