Adrian J Cotterill, Editor-in-Chief
DPAA, the global trade marketing association, promoting the growth and digitilisation of out-of-home media and its growing role in the omnichannel mix, revently announced that it is enhancing its presence in Europe with the launch of a new office in UK.
Founding Board members include: Alight Media, GroupM/Kinetic, Hivestack, i-Media, Mass Media, Rapport, Talon, and Vistar Media.
“The surge in demand for digital screens in the public domain has had huge impact in opening new audiences to advertisers, globally. It is essential that we come together to work with brands and agencies to demonstrate the value of these audiences and the new digital techniques as they become integral parts of omnichannel campaigns. Alight are delighted to be a founding member of the DPAA UK building on the DPAA’s fantastic track record and whose interest in growing our medium can only benefit the UK market” said Matthew Deardon, CEO, Alight Media.
In a related move, the DPAA announced that media veteran Tim Waldron will lead DPAA in the EMEA marketplace as Executive Director. Based in London, his appointment is effective immediately and he will report directly to DPAA President & CEO Barry Frey, becoming the organization’s full-time, on-the-ground conduit to UK and EMEA-based brands, agencies and other companies serving the digital out-of-home space. Tim most recently served as CEO of Asian Integrated Media and has also held executive positions with Haymarket with responsibility for their Asian business.
The association also announced the formation of a UK Brand Board. The representatives from these leading brand and media industry companies will meet regularly with the DPAA’s global board of directors and UK founding members to help guide innovation in the OOH space.
The initial DPAA UK Brand Board members include:
Richard Brooke, Global Media Operations Director, Unilever
Suzanne Perry, Head of Media, KFC
Ed Sanderson, Head of Media Planning, PepsiCo
Gayle Noah, Media Director, L’Oreal
Chris Mawdsley, Head of Media Strategy, BBC
Kathy Connolly-Livings, Media Manager, McDonald’s
Sam Taylor, Marketing Director, Direct Line Group
Bhavesh Patel, Director of Media, Sky UK & Europe
Sarah Mayall, Head of Brand Marketing, HSBC UK
“Digital crosses borders and even very large ponds – which is why the DPAA is excited to be expanding our global footprint,” said Barry Frey. “We look forward to working with our new members and brand colleagues in the UK to promote the rapidly increasing role and measurable effectiveness of digital-out-of-home advertising in today’s omnichannel mix.”
Digital-out-of-home has of course become one of the fastest growing advertising channels and according to Group M’s 2023 global advertising mid-year forecast, is expected to increase by 26.1% in 2023 to $13.3 billion.
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