Outdoor needs global facility

I was delighted to read in Roger Parry’s Media Comment (MW June 11) of the increased investment in outdoor that will ensue from the takeover of the More Group by Clear Channel. As both Roger and his erstwhile adversary Jean Francois Decaux stressed during the StreetTalk conference in Madrid, greater investment in products, technology and research is the key to building the medium.

I was rather disappointed, however, to read Roger’s view that global buying deals are less likely to be on the agenda. Advertisers which use outdoor are increasingly demanding this facility, yet they still can’t discuss pan-European outdoor deals, let alone global arrangements.

Contrast that with other media. Both Turner Time Warner (through its Marketing Solutions Group) and NewsCorp are actively offering global deals. I think it’s time the outdoor media owners followed suit.

Michael Segrue

Deputy Managing Director

Poster Publicity International

London W1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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