Cinema sales house Carlton Screen Advertising (CSA) has appointed Charlotte Stockting to the newly created post of marketing and research director.
The appointment signals a concerted drive by the cinema industry to attract more advertisers. CSA and Pearl & Dean, the UK’s other cinema sales house, are also close to appointing someone to head an industry-wide marketing body, expected to be called the Cinema Advertising Bureau.
Stockting, who will report to CSA chief executive Adam Poulter, most recently completed an MA in marketing at Kingston University. From 1993 to 1995 she was the corporate sales and marketing director for magazine publisher CondÃ© Nast. Previously, she was publisher of women’s magazine, Elle.
Earlier in her career, Stockting held a range of marketing roles at Tag Heuer, United News & Media, and Carlton Magazines.
She began her career at Saatchi & Saatchi in 1983 as a media planner and buyer.
Poulter has said that he wants cinema advertising to rise from 0.8 per cent to two per cent of total UK advertising revenue by the year 2000. Cinema advertising in the
UK is currently worth about 73m a year.
CSA sales director Debbie Chalet says: “We had 139 million cinema admissions last year, which was the highest for 22 years. We think its time we told clients how well cinema is doing.”
CSA and Pearl & Dean are the only two cinema sales houses supplying the country’s national chains and independent houses. CSA supplies about 65 per cent of the market, with Pearl & Dean taking the rest.