Sugar's Amscreen secures BP's forecourt ad business
LONDON - Amscreen's Lee McQueen, winner of the BBC's Apprentice series four, has secured BP's UK retail business in his first major deal for Sir Alan Sugar's new digital signage company.
Amscreen will be the oil giant's exclusive digital signage partner for the next five years, after winning an undisclosed pitch process.
It follows comprehensive trials of digital signs in BP forecourts over the past two years, incorporating both technical and consumer research testing.
Initially, Amscreen's close proximity signage units will be installed in BP's 335 company-owned sites this spring, with the concept being offered to BP's 800 dealer partners towards the end of the year.
The screens will carry customer information such as live traffic updates, as well as advertising for BP products and services.
In addition, the network will carry messages from national and regional advertisers looking to reach the seven million motorists who use BP forecourts in the UK each week. Sales will be led by commercial director McQueen.
The launch of the Amscreen network comes amid a buoyant digital out of home market, expected to quadruple to £248m by 2012.
Amscreen is run by chief executive Simon Sugar, former commercial director of Amstrad, with Sir Alan Sugar as chairman.
Richard Harding, UK convenience retail director for BP, said Amscreen's products provided an opportunity "to improve the safety and efficiency" of customers' journeys, by providing traffic updates, while also "sharing news of its own great promotions.
This article was first published on mediaweek.co.uk
- Digital Account Manager Aspire £30000.00 - £35000.00 per annum, London
- Account Manager - Fantastic London Agency Blue Skies Marketing Recruitment £28000 - £32000 per annum, Benefits: Great agency benefits , London
- Account Manager Blue Skies Marketing Recruitment £28000 - £35000 per annum, London
- Head of Social - Top London Agency Blue Skies Marketing Recruitment 70000, London
- Digital Director - Integrated Entertainment Marketing Agency - London - £50k - £60k - NP205 Stonor £50k - £60k, London (Central), London (Greater)
- Google's European leader says viewing habits are 'changing dramatically'
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- Land Rover to move global ad account into Spark44
- Viacom to bring Breaking Bad to Freeview with Spike launch
- 'Advertisers are snake oil salesmen', says Peter Oborne