Scorah deal to fuel ambient expansion

John Scorah, the More Group’s former sales controller, has set up a new sales house to sell a mix of ambient media products on behalf of their owners.

John Scorah, the More Group’s former sales controller, has set up a

new sales house to sell a mix of ambient media products on behalf of

their owners.



CPA Scorah, a 50:50 joint venture with washroom boards contractor CPA,

opens for business today with three clients on its books.



They are CPA, which has 5,000 A3 poster sites in Whitbread pubs,

MegaVision, which has dot matrix boards in 60 BP petrol forecourts, and

EPA, which owns 350 backlit six-sheets in NCP car parks across the

country.



Scorah, who is managing director of the new set-up, reckons between them

they could pull in up to pounds 2.5 million in sales in the first

year.



Until now it has been hard for ambient media companies to attract big

brands, but by packaging ambient offerings the new venture may change

that.



He said: ’Lots of developers are coming out with great ideas for

out-of-home media but don’t necessarily know how to sell them or who to

sell them to.’



Poster buying specialist Blade estimates that ambient media will be

worth pounds 51.2 million this year (pounds 64 million if its higher

production costs are included), which is 18.5 per cent up on last

year.



Scorah said the company would only sell on behalf of contractors with

whom it had an exclusive relationship, saying he did not want to be

’pitched against other sales forces’. He will consider taking on all

forms of ambient media if there is no conflict with existing

clients.



SMS is co-funded by Scorah, CPA boss Cark Pickford and a property

investor.



The sales manager is Di Regan, formerly sales manager at CPA. Scorah

will be recruiting two sales executives - ideally with up to two years

experience in outdoor - as the business grows.



Now that Pickford has handed his sales function to Scorah he is

concentrating on growing his portfolio. Current advertisers on his sites

include Nike, Aristoc and a handful of computer games.



Scorah is in talks with other contractors, and is negotiating with two

large retailers about a set of 42-inch plasma screens which he has

developed.



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