Outdoor planning and buying specialist Poster Publicity has
restructured to enable it to manage its international expansion more
efficiently.
The London-based company has just opened an office in Frankfurt,
following its roll-out in New York, Singapore and Budapest.
Poster Publicity says the reshuffle, in which it has adopted a group
structure, is designed to reflect consolidation in the outdoor
market.
Eric Newnham, the managing director of Poster Publicity UK, will become
group chief executive, reporting to group chairman Gerry McSharry. David
Tallis and Paul Shearring become joint managing directors of the UK
company, while Colin McKinnon will be business development director.
There are also changes on the international side. John Ellery, former
managing director of Poster Publicity International, becomes group
deputy chairman, clearing the way for Mike Segrue to move up from deputy
to the managing director slot.
McSharry said the changes would allow the group management team to
concentrate on growth and international expansion, handing the
day-to-day running of the two divisions to their managing directors.
He commented: ’There is immense potential for further expansion into
other key markets and the new structure will enable us to explore these
thoroughly.’
Segrue said it was vital the company adapted to consolidation in the
outdoor market and kept pace with the aggressive expansion of major
players such as Clear Channel and JC Decaux.
’This greater consolidation on the selling side provides more scope for
international campaigns, but we must ensure these can be planned and
bought centrally,’ he said.
Segrue said Poster Publicity International’s global expansion would
continue, but that there was likely to be a ’bedding down’ period before
its next move. ’For instance, in the US we need to build a network of
regional offices,’ he said.
He said that, as with any agency, clients would drive the company’s
expansion.
’We need to go into centres where we can set up as a partner with our
clients.’
