Adshel Wins £100 Million Street Furniture Contract
Clear Channel’s Adshel division has secured the largest UK street furniture contract to come up for tender in more than two decades.
The contract begins on 1 July and gives the company exclusive rights to sell advertising on bus shelters in the West Midlands. It was won after a competitive pitch against JCDecaux, City Lights and Scottish Media Group’s Primesight.
The deal, worth £100 million over ten years, was awarded to the outdoor contractor by transport authority Centor, which represents the interests of Birmingham, Dudley, Wolverhampton, Solihull, Walsall, Coventry and Sandwell councils.
The West Midlands is the second most important advertising region after London. Adshel claims the new contract will increase the number of opportunities available to marketers in an area that has traditionally been under developed.
Commenting on the win, Adshel’s managing director, Julie France, said: “We are delighted that Centro has chosen Adshel as its partner for advertising. This new contract will enable Adshel to strengthen its coverage of the UK, and reinforces our position as the six sheet market leader.”
Rob Donald, Centro director general, added: “Centro is delighted to have reached this major agreement with Adshel. We have had a good working relationship with them over a long period of time and this new advertising contact will strengthen those links yet further.”
Earlier this year Adshel restructured its regional sales team with the appointment of Joanne McGawley and Peter Halpin, as the respective heads of local sales in the north and the south of England (see Adshel Shakes Up Local Sales Unit With New Appointments).
The move followed a period of sustained growth for the outdoor industry, which saw revenue increase by 10.4% during 2003 to more than £774 million. Alan James, chief executive of the OAA, has attributed the rise to the growing accountability of the medium for cash-strapped advertisers (see Outdoor Results Show Record Growth And Market Share)
Clear Channel: 0207 478 2928 www.clearchannel.co.uk
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