NEWS: TDI hires Baker to boost brand in UK and Irish markets

TDI, the transport advertising company, has raided the magazine industry and appointed Mike Baker of IPC as marketing director.

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

Irish markets.



TDI currently handles exclusive advertising rights to all London

Underground media and 65 per cent of the national bus advertising

market.



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

management positions.



‘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.



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