Board Includes Representatives from Unilever, McDonald’s, Sky, HSBC UK, PepsiCo, the BBC, Direct Line Group, KFC and L’Oreal
Tim Waldron Appointed Executive Director, EMEA
LONDON / NEW YORK – September 26, 2023 – DPAA, the global trade marketing association, promoting the growth and digitalization of out-of-home (OOH) media and its growing role in the omnichannel mix, today announced that it is enhancing its presence in Europe with the launch of a new office in UK.
Founding Board members include: Alight Media, GroupM/Kinetic, Hivestack, i-Media, Mass Media, Rapport, Talon, and Vistar Media.
“The surge in demand for digital screens in the public domain has had huge impact in opening new audiences to advertisers, globally. It is essential that we come together to work with brands and agencies to demonstrate the value of these audiences and the new digital techniques as they become integral parts of omnichannel campaigns,” said Matthew Deardon, CEO, Alight Media.
“Alight are delighted to be a founding member of the DPAA UK building on the DPAA’s fantastic track record and whose interest in growing our medium can only benefit the UK market.”
In a related move, the DPAA announced that media veteran Tim Waldron will lead DPAA in the EMEA marketplace as Executive Director. Based in London, Mr. Waldron’s appointment is effective immediately and he will report directly to DPAA President & CEO Barry Frey, becoming the organization’s full-time, on-the-ground conduit to UK and EMEA-based brands, agencies and other companies serving the digital out-of-home space. He most recently served as CEO of Asian Integrated Media and has also held executive positions with Haymarket with responsibility for their Asian business.
The association also announced the formation of a UK Brand Board. This esteemed group of leading brand and media industry companies will meet regularly with the DPAA’s global board of directors and UK founding members to help guide innovation in the OOH space. The initial DPAA UK Brand Board members include:
- Richard Brooke, Global Media Operations Director, Unilever
- Suzanne Perry, Head of Media, KFC
- Ed Sanderson, Head of Media Planning, PepsiCo
- Gayle Noah, Media Director, L’Oreal
- Chris Mawdsley, Head of Media Strategy, BBC
- Kathy Connolly-Livings, Media Manager, McDonald’s
- Sam Taylor, Marketing Director, Direct Line Group
- Bhavesh Patel, Director of Media, Sky UK & Europe
- Sarah Mayall, Head of Brand Marketing, HSBC UK
“Digital crosses borders and even very large ponds – which is why the DPAA is excited to be expanding our global footprint,” said the DPAA’s Mr. Frey. “We look forward to working with our new members and brand colleagues in the UK to promote the rapidly increasing role and measurable effectiveness of digital-out-of-home advertising in today’s omnichannel mix.”
In that regard, digital-out-of-home (DOOH) has become one of the fastest growing advertising channels and, according to Group M’s 2023 global advertising mid-year forecast, is expected to increase by 26.1% in 2023 to $13.3 billion.
Earlier this year the DPAA – which has member companies across the globe – held its annual Canada Summit in Toronto.
DPAA is the global trade marketing association, driving the growth and digitalization of out-of-home (OOH) media and its growing role in the omnichannel mix. DPAA’s Global Summit on October 10 in New York is the largest one-day media/marketing event. CMOs from McDonald’s, Pepsi, Danone and others are set to speak, more information can be found here. Membership in the DPAA community brings many business acceleration benefits, including a wide array of products. DPAA offers members an extensive database of research, best practices and case studies; tools for planning, training and forecasting; social media amplification of news; insights on software and hardware solutions; further integration into the advertising ecosystem by connecting DOOH networks, brands, agencies, ad tech and others.