WPP-owned out of home media buyer Kinetic has an airport marketing unit called Aviator and it’s appointed Janice Tan (left) as global head, based in Singapore. Tan reports to Kinetic global CEO Mauricio Sabogal.
Kinetic, like its biggest global rival Aegis’ Posterscope, has grown into a big company by muscling into any ad business that operates away from a TV set or (non-poster) printing press. The startling growth of mobile has given such agencies a big leg up.
Now Aviator says that it’s not just trying to market to people in airports but aims to “connect brands with influential individuals not only in airports but throughout their entire travel journey.” So there’s no escape.
Tan joins from IPG Mediabrands where she headed its Asian marketing futures business and worked on the likes of Dell, HP, Microsoft, Emirates and Air France. Kinetic CEO Sabogal says: “Just as the trip doesn’t begin and end at the airport, a brand message should be relevant and useful throughout the entire journey and beyond.
“With the technology available today and in the future and the data we have, we are able to help brands enhance the travel experience, connecting with consumers as never before. We’re excited to have Janice take the helm at a vital time in the evolution of the company and within the travel industry.”