Former Virgin Mobile CMO and CEO joins oOh! as first customer chief

David Scribner switches True Local for newly created role at out-of-home advertising platform provider

David Scribner
David Scribner

Out-of-home platform player, oOh!media, has recruited Virgin mobile’s former CEO and one-time marketing chief, David Scribner, as its new chief customer officer.

Scribner is best known for leading Virgin Mobile as CEO for several years, but has spent the last 18 months working for True Local as its CEO. True Local is an online directly and reviews site acquired by Sensis from news in March 2013.

Before becoming CEO, Scribner built his career as a marketer, working in B2B and b2C organisations such as Optus and Nestle. During his time with Virgin, Scribner is credited with overseeing successful campaigns such as ‘Fair Go Bro’ and ‘Game of Phones’, which triggered customer and EBITDA growth.

In an ASX statement, oOH!media CEO, Brendon Cook, said the company had identified the need for a chief customer offering as much as 18 months ago to lead revenue generation and support the business strategy.

The appointment comes a couple of months after oOh! acquired fellow out-of-home player, Adshel, in a deal worth $570 million. Cook said the new role was not a direct response to the deal, however.

“We have been busy pulling everything together: From introducing powerful new data sets, to enabling advertisers to better reach and target their audiences, to introducing content across our inventory, to growing our existing network of classic and digital inventory while creating new opportunities for consumers to engage with advertisers at the right scale,” he said.

“To support this, we identified that we needed to change the way we engaged with our various customers.”

Scribner’s new remit includes helping advertisers and property partners engage with audiences across OOH, and covers marketing, sales, data and insights, content, creative services and client services functions.

Cook said agency customers and property partner needs are changing, and also pointed to changing government and consumer expectations of out-of-home as a public space medium.

“It was clear we needed to further install a customer-centric lens to our business and as such, we undertook an extensive global search to find a chief customer officer – a role we kept evolving during the recruitment process,” he continued.

Cook highlighted Scribner’s intimate knowledge of advertiser needs, experience of the media and marketing landscape and senior leadership nous as key reasons for his appointment.

“On top of this, he clearly gets out-of-home, has demonstrated the ability to create a customer-centric organisation that drives business growth and importantly, will be a great fit for our culture,” he said.

For his part, Scribner, who is also chairman of the Board of Ad Standards, said out-of-home was a great medium to build brands and cost-effective in comparison to many channels.

“And oOh! is the clear leader in the field, by continuing to evolve what the industry looks like to meet the needs and challenges of advertisers,” he said.

Scribner officially takes up the newly created post on 8 October.

Read more: CMO to CEO: Virgin’s David Scribner talks growth

  Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

One of the best example for email marketing!!This post has completely explained the power of email marketing and how it is beneficial to...

Abhinav Mohan

How email marketing automation is helping this Aussie electrical wholesaler enter the digital age

Read more

Latest Podcast

More podcasts

Sign in