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

 

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