Garry Lace takes MD role at Admedia

LONDON - Garry Lace, one of the ad industry's most colourful and controversial figures, is returning to a high-profile role as the managing director of Admedia, the out-of-home and experiential media specialist.

Garry Lace...MD role at Admedia
Garry Lace...MD role at Admedia

His brief is to drive growth at the company, which operates a range of media in 200 shopping centres, all 131 UK motorway service areas and in more than 1,500 nightclubs, bars, restaurants and health clubs.

Lace, 40, split with Lowe (where he was the chief executive) in May 2006. Since then, he has been the chairman of the direct and digital agency Intelligent Marketing.

He will take a significant equity stake in Admedia, where he will build relationships with major advertisers and their agencies.

He will also look at growth potential in the company's existing business and complementary areas, such as experiential and mobile, while exploring merger and acquisition opportunities.

Philip Vecht, Admedia's joint chief executive, said: "Garry has an exceptional mix of corporate, agency, media and private equity experience and contacts."

Lace said he had decided to join the company because of the scale and opportunity presented by non-traditional media.