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Outsmart to be downsized, CEO and chairman to leave

03 Aug 2016  |  David Pidgeon 
Outsmart to be downsized, CEO and chairman to leave

Outsmart, the marketing body for the out-of-home sector, is to be downsized less than a year since it launched.

Its CEO, Alan Brydon, and chairman, Mark Craze, will both depart in October alongside all but two members of its ten-strong team.

Justin Cochrane, the CEO of Clear Channel, will become the new chairman of Outsmart, which is set to become a trade association with a focus on "broader industry initiatives".

The decision was made by Outsmart's council members. However, Newsline understands that not all members - which include Primesight, Outdoor Plus, Exterion Media, Clear Channel UK and Ocean Outdoor UK - had completely aligned views.

"We are proud of what the team have achieved in a short space of time and delighted at the revenue growth being achieved by the medium," Brydon and Craze said in a statement.

"We are sad and disappointed at the situation but remain passionate in the wonderful power of OOH."

In September 2015 Outsmart replaced the Outdoor Media Centre to become a new marketing body representing the OOH sector in the UK.

The rebrand followed what was a difficult period for the OMC after former CEO Mike Baker stepped down and JCDecaux, the world's largest OOH company, pulled out of the organisation's council.

JCDecaux never went on to join Outsmart, but last month it chose to join the IAB.

On Wednesday Justin Cochrane said: "I would like to thank Mark, Alan and the rest of the Outsmart team for all their achievements over the last 18 months.

"While it is disappointing that some of the exciting plans they had developed now won't be delivered, I look forward to chairing the new look Outsmart and working with other out-of-Home media owners to address industry issues as we continue to help inspire advertisers about the possibilities of Out-of-Home media during what is one of the most exciting periods in the medium's history."

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Mediatel operate two essential services for the OOH industry. SPACE is a collaboration between IPAO and Outsmart and is the most comprehensive and up-to-date list of inventory in the UK. The RouteAPI is a SaaS solution that enables easy integration of Route audience data into client's systems. See for more information.

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