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
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
’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.