ELIZABETH MCINTYRE NEW CEO AT OMA
Industry newcomer Elizabeth McIntyre will be the new CEO of the Outdoor Media Association, succeeding long-time incumbent Charmain Moldrich, who will step down after 13 years in the role.
McIntyre has spent the past 12 years as Group CEO for Think Brick Australia, Concrete Masonry Association of Australia, and the Australian Roofing Tile Association, collectively. As an industry leader, she has delivered a decade of growth to the three boards who support the $900m industry.
Outdoor media is today worth $1bn a year in Australia, split 65/35 between digital and print. It has bounced back strongly from its Covid-induced crash. Print’s share has been on a steady decline for the past six years as digital has risen, but at $350m and rising it is s till a major sector of print .
Although spend on outdoor by marketing managers is growing, with the OMA on track to deliver its next version of its measuring system, Move, in 18 months’ time, the sector is not without its issues, not least of which is the emerging opposition to the proliferation of digital signage in cities around the world.
In Australia the location and number of the new QMS digital assets placed around Sydney as part of a new ten-year contract caused such a furore that the city council has had to halt installation, with 82 assets still to be installed.
Overseas, active protest groups have risen up, some of which are engaging in outright vandalism of outdoor media, in a bid to ‘reclaim the cities’ from corporate marketing messages.
Speaking on McIntyre’s appointment, OMA chairman Charles Parry-Okeden said, “Elizabeth’s experience using data to drive decisions, and her application of technology to improve experiences, made her a clear stand-out for this role. Having led an industry body for more than a decade, she is positioned to step in and lead our team and industry, taking up the reins and continuing to drive growth. The OMA Board is looking forward to working with Elizabeth and we welcome her to the industry.”
McIntyre said, “It is an exciting time to be leading the Outdoor industry: having just achieved $1bn in revenue and being less than 18 months away from the launch of new audience measurement platform, Move 2.0.
“I was drawn to the role for the opportunity to work in a creative and complex environment, coupled with the opportunity to advocate on behalf of members. I look forward to working with the OMA/Move team and the Boards, to lead the industry to future growth.”
Outgoing CEO Charmaine Moldrich will depart the business in early April after a short handover period, to take six months off before considering her next move.
“The industry would not be where it is today if not for the passionate and aspirational leadership of Charmaine. In the coming months we’ll be celebrating her achievements and wishing her well on her next venture,” continued Parry-Okeden.
Moldrich said, “It’s with great pride that I leave the OMA and Move in such a stable and optimistic position. There is much more to do, and I am confident that Elizabeth will bring new energy and ideas to shepherd the industry into that next phase.”