Will Work For Love: Adam Cherry, Posterscope, London
Gail Chiasson, North American Editor
Adam Cherry is 
Worldwide Digital Development Manager at Posterscope, London, U.K.. As part of the Hyperspace team, he provides the Posterscope Worldwide Network with digital OOH product development support and training as well as campaign planning consultancy. He also drives the global expansion of the advanced DOOH planning tool, Prism Screen.
- Describe your personal work space.
My desk is fairly minimalist, consisting of my computer, some trade magazines and my day book. But the surrounding space is really inspirational. We have a feature wall currently showing Nokia’s Point and Find trial. Next to this is the Hyperspace Wall which is a picture gallery demonstrating the array of work that we do here, including the transmission of a live video feed from a New York street to a digital screen in the UK, and the placement of a 40 ft. long dinosaur into London Zoo. Behind me, there is a demo area where we have the latest cutting edge mobile and interactive technologies to experiment with, and to demonstrate to clients.
- How do you get to work?
I get the train into London and then get the underground to Baker Street. Travelling by both rail and underground gives me the opportunity to see both our and competitor campaigns on Decaux’s Transvision and D6 formats as well as on CBS’ digital escalator panels and LCDs. When not working, my main passions are skiing, cycling and photography.
- What is an average day like?
Waking up at 6.40 a.m. and going to bed at around 10.30 p.m. are about the only average parts of my day. At the risk of sounding clichéd, one of the great things about my role at Posterscope is that there is so much going on that no two days are ever the same. My role includes helping develop the digital capability of our worldwide network through to planning and consulting on UK campaigns.
- What is essential to you being able to work happily?
Working in a team that you get on well with is really important to me, and I’m lucky to be in a situation where this is the case.
- How flexible are your working conditions?
Flexibility is an absolute must for my role. I have a laptop and can remotely access all of our network drives from anywhere with an internet connection. This is essential as, in the past 18 months, I’ve been to China, America, South Africa and have made frequent trips to Europe.
- What do you think your employer looks for in its staff?
The Hyperspace team come from diverse backgrounds but we all have similar attitudes, are all passionate about what we do, and seek inspiration from many different sources such as architecture, art and new technologies. Our complimentary roles are unique and require a broad set of skills. Posterscope invests in an extensive training program to ensure that we have all the necessary expertise for our job.
- What suggestions do you have for your company?
We have a strong sharing culture whereby anyone from any department can make suggestions for consideration. I have made several suggestions recently, but I think, in order to maintain our competitive advantage, they are best not shared.
- Do you have any frustrations you would like to share with us?
My only frustrations at the moment are outside of work with DIY. After spending the best part of three months painting my kitchen cupboards at weekends and storing them in the garden shed, it appears the wood has warped and the cupboard doors now don’t fit back in.
- What do you like best about your job?
I like being able to make real a difference across the Posterscope network. At the moment I am working on the extended global roll out of our web- based digital planning tool, Prism Screen. This will enable each market to build and create digital plans in a matter of minutes with consistent net audience figures.
- How open is your company to new ideas and suggestions?
Very open. We were recently asked at the Posterscope APAC summit in Shanghai to share what suggestions we’d make across the company.
- How much responsibility have you been given?
I’m responsible for working with each Posterscope office to create and work on a digital leadership business plan with them. This puts me in a unique position as I get a truly global perspective on the similarities and differences of each digital out-of-home market.
- How green are you and your company?
We make regular changes to reduce our impact on the environment. After our last environmental audit, some of the changes implemented included the removal of waste bins at our desks; more recycling bins throughout the office; and computers now default to double-sided printing. As well, we have a cycle-to-work scheme allowing staff to purchase subsidized bikes.
James Davies and Adam Cherry will be running a workshop entitled ‘Maximising the appeal of DOOH to advertisers and media buyers‘ on day one; May 5th – 11.30 am to 1.00 pm at #DOOHExpo in London.
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