Exterion Media launches EM Solutions

Exterion Media, Europe’s largest privately held out-of-home advertising business, has launched EM Solutions as part of a wholesale restructure of its UK business. The new structure will put customer needs at the heart, with an increased focus on insights and tools to help customers get the most out of their advertising. 

Unlocking the potential of Exterion Media’s key strengths – size, unique assets and internal talent – EM Solutions positions the business to operate more intelligently with resource. Integrating sales, marketing, insight, technology and delivery functions, the new structure will ensure all sales efforts are targeted with an increased focus on transparency, ownership and accountability across the business. 

Placing customers at the centre also provides a solid foundation from which to grow Exterion Media’s business and enable it to respond and adapt faster to the changing media landscape. This bold step in the evolution of Exterion Media will support the company’s strategy to create a consumer engagement business that sets the pace for the industry and delivers best in class service to customers. 

Jason Cotterrell, UK Managing Director, Exterion Media said: “The market has changed considerably during recent years, thanks to growth in both classic and digital formats, and is becoming increasingly more complex. As such, demands from customers have become ever greater.

“We’ve listened to our customers, reorganised around their needs and intend to provide a more solutions-based approach for the market to enable agencies, specialists and planners to get the most out of our medium. It’s an exciting shift for the UK business”. 

As part of the restructure several new roles have been created, providing a platform for key internal promotions and opening up new opportunities for external candidates. 

A key promotion is the appointment of Malcolm Stoodley as Commercial Director who will lead EM Solutions. Previously Direct Sales Director managing local sales teams across UK, Malcolm has been recognised as driving some of the fastest growth the business has seen to date. In his new role, Malcolm will transform the way Exterion Media works with and for customers.

Mark Heather, previously Head of Trading, has been promoted to National Sales Director. Exterion Media is also actively recruiting for a Director of Commercial Strategy. Both of these roles report into Malcolm.

Additionally, key hires brought in to facilitate the shift towards a more customer-centric business include Nick Dawson from Posterscope International as Head of Commercial Insight, and Adrian Lovejoy from British Telecom in the role of Service Delivery Director. Nick is charged with driving Exterion Media’s value strategy, while Adrian is responsible for leading all delivery solutions and increasing Exterion Media’s operational excellence. Both newly created positions demonstrate Exterion Media’s commitment and investment to continual improvements in customer insight and delivery.

Shaun Gregory, CEO, Exterion Media, said: “By seeking to understand all stakeholders better, we will drive deeper engagement and help our customers’ businesses. Outdoor advertising is seeing huge transformational changes thanks to digital, mobile and technology, as well as in the way it is bought and sold.

“In 2014 we rebranded the company from CBS Outdoor and launched a new strategy. We’re now moving on to the next phase of reorganising our businesses to ensure we’re fit for purpose as the market matures. The UK is a natural starting point, given its maturity, and we will then roll this out across our other Western European territories. It’s undoubtedly a fascinating time for both us and the industry and we are very excited to implement these changes”.

In practice, EM Solutions will be organised into three teams focusing on specific customer needs. These are EM Local and EM National, which will support day-to-day sales activity, customer service and audience insight across the UK. Both will be supported by EM Future, a team focussed on forward planning, strategic thinking and innovation. EM Future will ensure Exterion Media’s award-winning insight resources help solve business problems and deliver smart media solutions. These tools include work.shop.play., the London Worker Planning Tool and USelect, an exciting new planning tool launching soon.