Outdoor contractor Mills & Allen is launching a national back-illuminated 48-sheet poster campaign in direct competition with rival contractor Maiden’s Apollo package.
The launch comes at the same time as M & A’s former commercial director and its new chief executive David Pugh announces his restructured management team, which sees director of marketing David McEvoy promoted to the board position of marketing director.
Lawrence Haines, network director, becomes managing director, while finance director Isabelle Schlumberger becomes operations director. Her former post is taken by Helen Enright, while Alan Stephenson, operations director, takes on the newly-created post of technical director.
M & A’s National Backlight campaign consists of 50 panels in London, Birmingham and Manchester, and will be available from April 1998. Pugh claims that the package, which is half the size and price of Maiden’s Apollo, will achieve 70 per cent of Apollo’s audience cover because of the location of the panels in three major cities.