The outdoor industry has drafted in the former worldwide media director
of Young and Rubicam, Chris Dickens, as the first chairman of its
audience research body, Postar Limited.
Dickens, who currently runs an international communications consultancy,
takes over as the independent non-executive chairman of outdoor’s joint
The body brings together representatives from the Outdoor Advertising
Association, the Council of Outdoor Specialists, the Institute of
Practitioners in Advertising and the Incorporated Society of British
Advertisers (Campaign, 2 February).
Postar Limited has been set up to provide a platform to allow all
parties involved in outdoor advertising to have an equal say in the
structure and development of the medium’s audience research. The idea is
to boost confidence in the industry’s audience research by expanding the
decision-making process to include advertisers and agencies.
Dickens was chosen to head the council because of his independent stance
and wide-ranging experience of industry committees. He has sat on the
IPA Council, the IPA Media Policy Group and the IPA Outdoor Working
Group. He has also been a chairman of the old radio research body,
Richard Holliday, the director of the OAA, said: ‘Postar Limited will
launch under the stewardship of an undoubted heavyweight, who is truly
independent of both the buying and selling sides.’
Postar, the new audience measurement system that replaces Oscar, is due
to launch at Bafta on 30 April.