Viacom Outdoor To Capitalise On International Sales
Viacom Outdoor is responding to the increasing demand for pan-European outdoor advertising strategies with the appointment of Clive Punter to the newly created role of director of international sales.
Punter, currently joint managing director of Viacom Outdoor UK, will continue to be based at the company’s London office and will take on the role in addition to his existing responsibilities.
He will work alongside European marketing director, Mike Baker, to transfer ideas effectively between markets and keep clients better informed of multi-national opportunities.
Viacom Outdoor’s CEO, Tom Goddard, said: “We’ve noticed more advertisers and brands buying outdoor media in two-plus European countries. It makes sense for us to try to co-ordinate our European sales effort to accommodate this development.”
He added: “It also makes it easier for a client to know how to approach us if there is a single recognisable point of contact and a consistent form of response on our side. This appointment means we’re placing ourselves more firmly on the European media map.”
It is predicted there will be a significant increase in the globalisation of brands over the next few years, with larger organisations focussing on advertising their products to multiple markets. Companies such as Unilever, Nestlé and Mars already focus on advertising their products to multiple markets (see Advertising Agencies Hamper Brand Globalisation).
Punter said: “I see myself working hand in hand with our local sales directors to export and import best sales practice. The key thing is to bring clients fresh ideas and new media offerings and to draw attention to the real value that outdoor brings our clients. It’s important that the market has choice, and one way to do that is to transfer ideas between markets.”
Earlier this year JCDecaux secured a major four-year, pan-European advertising deal with Masterfoods, spanning 16 countries across Europe and covering the FMCG giant’s major international brands (see JCDecaux And Masterfoods In Pan-European Partnership).
Viacom Outdoor: 020 7482 3000 www.viacom-outdoor.co.uk
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