More forges media alliance to probe upmarket adults

The outdoor contractor More Group UK has joined Channel 4, Classic FM, Condé Nast, Times Newspapers and media planning and buying agency Mediapolis in a research project to investigate the attitudes of AB social groups.

The initiative, known as Viper (very important people – exclusive research) was originally commissioned in May and aims to provide an insight into upmarket adults – a group much coveted by advertisers and media owners alike.

The move coincides with the appointment by More Group UK’s parent company Clear Channel International (CCI) of Robert Thurner, former marketing manager at bus and underground contractor TDI, as group marketing manager.

Thurner will report to CCI’s chief operating officer Coline McConville, and have responsibility for increasing the company’s worldwide sales, particularly in Europe and Asia. He will investigate the feasibility of offering global and regional sales packages, as well as ways to bring new advertisers to outdoor and persuade existing customers to spend more money.

Thurner, who will start work at CCI at the beginning of September, will have a role distinct from Yvonne O’Brien, More Group’s head of marketing who reports to sales and marketing director Julie France.

O’Brien has spearheaded More Group’s entry into the Viper initiative. She was originally involved in the partnership in her previous job as marketing manager at Classic FM.