Mills & Allen to challenge Adshel with ‘super six’ poster site roll out

Mills & Allen has made a major strategic decision to move into a new poster size, allowing it to compete head on with Adshel in the six-sheet market for the first time.

Mills & Allen has made a major strategic decision to move into a new poster size, allowing it to compete head on with Adshel in the six-sheet market for the first time.

The company is to invest about 1m this year in the development of its “super six” poster size. Super sixes are 1.8m by 1.2m posters, bigger, but in direct proportion to six-sheets, allowing advertisers to use the same copy.

Since 1995, the company has been testing the size, which is popular in France, on 60 sites in London. This year it plans to build 250 super sixes across the country in major connurbations. The first 250 sites will be sold as a package and development of more sites will continue in following years.

“The quality of super sixes allows us to tap into six-sheet advertisers,” says David Pugh, commercial director of Mills & Allen. “The success in London has encouraged us to expand the network. We have already picked up magazine advertisers, such as perfume companies, films and record companies.”

Advertising on six-sheets has grown faster than for the general outdoor market.

Adshel estimates revenue growth last year of nearly 25 per cent, compared with about 15 per cent for outdoor generally.

M&A is also expanding its 96-sheet package in London, Capital Twins, by adding 50 new sites to the package.

David McEvoy, M&A’s mark eting manager, has been promoted to marketing director with responsibility for marketing and product development.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here