Outdoor faces shake-up as media shops look in house

The outdoor industry is set for a major shake-up as the number of poster specialists grows from three to five.

It is thought that Omnicom Group is considering moving its outdoor media, which is currently held by poster specialist Posterscope, in house.

It is also understood that Publicis Groupe, which is reviewing its outdoor media arrangements, has decided against pooling its business into either Kinetic, partially owned by WPP, or Aegis-owned Posterscope. It is thought that former Van Wagner UK sales director Kevin Shute – who is leading the review of the out-of-home-arrangements for Publicis Groupe Media – will instead launch an in-house poster specialist division. Insiders also claim that Shute is working on plans to create a joint venture for Publicis with InterPublicGroup’s IPM.

It is not clear what the outcome will mean for Kinetic, which holds 45percent of the outdoor specialist market.

Industry insiders say the move could result in a market consisting of five key players: IPG-owned IPM, a much smaller WPP-owned Kinetic, a reduced size Posterscope, OMD and Publicis Groupe. A source says: “Kinetic and Posterscope have had the upper hand for too long.”

OMD Group chief executive Steve Williams denies the group is moving its outdoor in house.

Shute could not be reached for comment.

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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