Restructuring Creates Greater Synergy Across Kinetic’s European Out-of-Home Media Buying Network
UNITED KINGDOM — Kinetic Worldwide, WPP’s out-of-home media planning and buying agency, has announced a senior management restructure following the recent appointment of Global CEO, Mauricio Sabogal.
Kinetic’s restructuring includes the reassigning of territories to create greater synergy and positions the company for rapid development across Europe. Effective immediately, the European region will be divided into three sub-regions: Western Europe, which includes the UK, Ireland, France, Spain and Portugal will be managed by Stuart Taylor, currently UK CEO. Dennis Kuperus, CEO, the Netherlands will handle the Benelux and Nordic regions that include the Netherlands, Belgium and future expansion into Denmark, Sweden, Finland and Norway. Thorsten Ebbing, COO, Germany will manage central Europe, covering Germany, Italy, Switzerland and future expansion to Austria, Poland and Greece.
David Payne, currently Chief Development Officer, has been appointed CEO World Markets. His objective will be to expand beyond current geographies, focusing on Mexico, Brazil, South Africa, MENA, Russia, Japan, Korea and Australia. David’s remit will also include deployment of key services such as Hi-Rezz and Kinetic Active across all markets.
Alex Thompson, currently Head of Business Development, has been appointed as Global Head of Aviator Worldwide, Kinetic’s specialized travel unit. Alex will be responsible for Kinetic’s global relationship with Group M.
In addition to the regional appointments, Paula Fernandez, who joins Kinetic from previous regional positions at Group M, OMG and IPG, has been appointed to the role of Global Head of technology, research and analytics.
David Krupp, CEO North America and King Lai, CEO Asia, Nick Parker, Global head of trading and Brian Townsend, Global CFO, complete the senior management team of Kinetic Worldwide.
Mauricio Sabogal, Global CEO, said: “I believe Kinetic has to move faster to capitalize the changes in the industry to move out-of-home to the center of the strategic media planning; I am totally sure with these changes we will speed up this process.”
According to the Outdoor Media Centre (OMC), a UK trade body for outdoor media owner, DOOH ad revenue has jumped 30% in the UK, the largest quarterly revenue increase ever recorded for digital out-of-home (DOOH) advertising media. The strong growth in DOOH ad revenue was part of a larger report released by the OMC on out-of-home media spending in the UK for the period from April to June 2014.
Free Online Tools for Media Buyers and Planners
The DOOH Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Place Based (DPB) media, also known as Digital Out-of-Home (DOOH) advertising, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.