Posterscope China appoints Irene Revilla as senior VP of strategic development

Revilla (pictured) has worked for Kinetic for altogether 11 years in London and Singapore and was most recently MD for Singapore where she has spent for over four years.

At Posterscope China, she is tasked to strengthen the development of PSI, Posterscope’s international division, will encompass establishing a dedicated resource to help clients explore and develop their airport strategy, capitalizing on PSI’s expertise in this area, across the APAC region including lower tier markets across China.

“It is an exciting time to be in OOH in China and we strongly believe that the government’s investment into the airport and transit infrastructure will lead to increased opportunities for advertisers to connect with the high value travellers that use them,” Ben Milne, managing director of Posterscope China, said.

The agency cited that BMW, Tiffany & Co, Pernod Ricard are some of their big airport advertising spenders.

He added that there is big opportunities as many global advertisers are eyeing the growing business opportunities in Asia, especially in China, and local Chinese brands are increasing looking to spread their brands to the West, though they don’t know how to as their current advertising is more local focused.

According to the statistics from Shanghai Daily article on 21 July, Li Jiaxiang, director of the Civil Aviation Administration of China was quoted that China will build 82 new airports and revamp 101 others during 2011 to 2015 to meet rising air travel demand, China will have around 230 airports by 2015, up from 180 in 2011.

The agency hopes that under Revilla’s leadership, PSI China will bring insight and accountability for both international and local advertisers to this expanding medium.

Meanwhile Aegis announced on 20 July that it has signed a definitive agreement to acquire Catch Stone, an established full service digital media and marketing agency in China, for an initial consideration of US$86 million (RMB 550 million).

Catch Stone is a leading media buying agency operating across China with a particular specialism in the automotive and financial services sectors, with a strong mix of multi-national and local clients in these sectors, including Audi, Nissan, Saic GM Wuling (SGMW), Industrial Bank and Inoherb.

Catch Stone was formed in 2002 and now employs over 130 staff in Beijing, Shanghai and Guangzhou.