Alastair MacCallum (below), currently UK CEO of The&Partnership’s M/Six media agency in which WPP is a minority shareholder, is to be the new UK CEO of Kinetic.
Kinetic is WPP’s Out of Home media planning and buying unit, the biggest such company in the world alongside Dentsu Aegis’ Postercope. He replaces Stuart Taylor who has retired.
MaCallum, a popular figure in UK media land, says: “I’m incredibly excited at the prospect of joining Kinetic at a time when the OOH industry is experiencing significant transformation and change, driven by innovation and growth from new market opportunities.
“Data and technology are helping to radically reshape the market and prove the role of OOH in influencing consumers right at the point of purchase, whilst maintaining its position as the most powerful channel through which to showcase creativity and build impact. I’m looking forward to taking the business forward to an even stronger market leading position.”
Out of Home has fared better than most traditional media in the digital era, not least through the phenomenal growth of digital OOH. But the specialist agency market is more crowded now with independent Talon Outdoor (which handles most of Omnicom’s OOH) expanding outside the UK.