Change of CEO for Route

Route, the UK's official source of out-of-home (OOH) audience data, has promoted Chief Strategy Officer Euan Mackay to serve as its new CEO. He succeeds Denise Turner, who is leaving to join the IPA as Media Research Director.

Route was founded in 2013 and is the Joint Industry Currency for OOH audience data in Great Britain, measuring viewing of around 400,000 posters and screens by all those aged 15+. Its research is governed by outdoor IPA members, ISBA and Outsmart vendors and reports are published quarterly. The body recently awarded a seven-year contract to Ipsos and Adwanted UK to collect, process and output audience data for OOH, starting next month.

Mackay (pictured) will take up the new role in July: Turner will remain with the company in the meantime to ensure a smooth handover. Prior to joining Route in 2016, Mackay was a Director at Crowd DNA and spent seven years at Kantar Media: earlier he worked in insight and marketing roles at Northcliffe Media and Associated Newspapers.

Route Chairperson Katherine Almond states: 'Euan was the obvious choice for our new CEO. He has played a key role in the RFP process and his deep knowledge and expertise, along with his incredible ability to simplify complex concepts, meant that the Board was unanimous in the decision to appoint him to the role'. Turner says Mackay has 'embraced the huge changes in OOH with creativity and relish', and also possesses 'significant management skills, flair and energy'. Mackay himself says: 'I'm delighted to have the opportunity to lead Route at an exciting time. The industry is in rude health, and Route is working with Ipsos and Adwanted to evolve our methods, data and delivery mechanisms to ensure that audience measurement for OOH advertising in Great Britain remains best in class globally'.

Web site: www.route.org.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.