JCDecaux Australia has appointed former Initiative strategy director Essie Wake as head of marketing, as the company looks to increase its marketing activity.
The outdoor media company's marketing functions were previously handled by marketing manager Maria Papathanasiou, who left the company in December.
JCDecaux general manager of sales and marketing Max Eburne said: "The OOH industry has taken giant strides in recent years to become a fully accountable medium. The extensive knowledge that Essie has gained in over 10 years at Initiative will prove extremely beneficial in ensuring that we continue to promote the strategic relevance of JCDecaux within the media marketplace."
By assigning the newly created head of marketing role rather than replacing the marketing manager position, the company has indicated a desire to step up its marketing footprint moving forward.
Eburne noted that in 2011, JCDecaux's portfolio will be increasing in Sydney, Melbourne and Brisbane. "These products deliver fantastic new opportunities for Australian advertisers and it’s essential that we have the necessary marketing skills, and resource, to communicate their benefits as quickly and effectively as possible across the media marketplace."
Wake will be in charge of developing all of JCDecaux's marketing, research and communication strategies.
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