Kinetic, WPP’s specialist out-of-home agency, has announced that Alistair MacCallum will join the company as UK CEO at the end of August.
In his new role, MacCallum will be tasked with growing billings and revenue with a direct push towards digital, including leveraging the capabilities of digital screens, smartphones, data and programmatic.
MacCallum will report into Marc-Antoine de Roys, Kinetic’s Global CEO, and replaces Stuart Taylor, who is set to retire in June after seven years with the business.
“With smartphones effectively acting as another OOH screen, and data enabling sophisticated planning and measurement on a par with other digital channels, the industry is at a tipping point” said de Roys.
“Ali will bring the vision and client knowledge of a long-serving media agency executive to augment Kinetic’s OOH expertise and deliver successfully on the transformation.”
MacCallum is currently UK chief executive at WPP’s M/SIX, where he has been since January 2017 and was previously chief executive at M2M.
“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,” MacCallum said.
“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.”
iProspect’s Jack Swayne is set to replace MacCallum as the new CEO of M/SIX.
