Poster company More O’Ferrall is to change its name and restructure into two operating companies, ahead of planned acquisitions.
The holding company will change its name to The More Group and will oversee two separate divisions – Adshel, which will run the company’s bus shelter contracts, and More O’Ferrall, which will run the company’s billboards.
More O’Ferrall will be the vehicle for any move into new areas, such as taxi or transport advertising, while Adshel is planning expansion and acquisitions overseas.
An announcement to the City had been planned for the end of this month, but has been delayed while details about the separation of staff, operations and budgets is finalised.
“We felt uncomfortable about marketing Adshel through the More O’Ferrall Adshel name,” says Vincent Slevin, managing director of both divisions. “It was clumsy and it is important we tidy up our branding.”
Adshel and More O’Ferrall were merged in 1985 when More O’Ferrall acquired the 50 per cent of Adshel it did not previously own. The restructure follows the separation of the sales departments for billboards and bus shelters last year and the acquisition by the billboard side of a regional 48-sheet contractor.
More O’Ferrall appointed Coline McConville from management consultant McKinsey in June, to handle future acquisitions and manage pitches for bus shelter contracts in the US, the Far East and Europe.