Adrian J Cotterill, Editor-in-Chief
Route, the official source of UK Out of Home audience data since 2013 has appointed long time stalwart Euan Mackay as its new CEO.
He succeeds Denise Turner, who last month announced that she was leaving the OOH joint industry currency (JIC) to join the IPA as its new media research director.
Euan will officially take on the role in July, following a handover period before Denise’s departure.
Route chair Katherine Almond called Mackay “the obvious choice” for CEO, noting his appointment was unanimous from the board. He joined Route back in 2016 as their first general manager and became its chief strategy officer in March 2024.
Before that, he was a director at strategy consultancy Crowd DNA. He also spent seven years at Kantar Media, most notably as director between 2014-2016.
He will lead Route at a key time of expansion for the OOH JIC. In January, Route appointed Ipsos and Adwanted UK (the parent company of The Media Leader) for a new seven-year contract to collect, process and output audience data for OOH.
The new solution will produce a synthetic dataset, representing the travel habits of the UK population, that will be 82 times larger than the current Route dataset.
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