TDI, the transport advertising company, has raided the magazine industry
and appointed Mike Baker of IPC as marketing director.
Baker is currently the advertising marketing director of IPC,
responsible for the strategic branding and promotion of more than 70
titles, including TV Times, Loaded and Marie Claire.
Baker, who is hoping to join TDI before the end of the year, replaces
Adam Poulter who left the company earlier this year to take up the post
of managing director of Cinema Media.
At TDI, Baker’s remit will include heading a marketing department of 18
staff, with an overview of the company’s research, advertising, design,
merchandising and public relations.
The marketing brief is to develop the TDI brand further in the UK and
TDI currently handles exclusive advertising rights to all London
Underground media and 65 per cent of the national bus advertising
It also handles a third of the outdoor market in Ireland, encompassing
bus, rail and roadside media.
Jeremy Male, the managing director of TDI, said that Baker’s experience
of other media was an important consideration.
‘Mike’s extensive knowledge of print media continues TDI’s appointment
policy of bringing experts from disciplines other than outdoor to top
‘As outdoor continues to increase its share of total media spend, it
becomes increasingly important to develop further our expertise base of
other media,’ Male added.