Team of the week: Adshel

Team of the week: Adshel

By night: Bungle, George and Zippy carry on in a most unRainbow-like fashion

By Day

Part of Clear Channel UK, which changed its name from More Group at the beginning of the year (2002), AdShel sells across roadside and niche six-sheet sites.

These include 40,000 bus shelters, the Rockbox sites in student unions and those at Birmingham International Airport and point-of-sale in Sainsbury's supermarkets.

The team is made up of 33 hard-selling, poster-loving sales execs, who are divided into six groups - four covering the roadside activity, the MoreTrans group which sells across the targeted offerings, and a squad focused on sales support and campaign planning.

Despite the recession, the team exceeded its revenue target for the second half of the year by £1m net, which isn't bad for a company that started selling six-sheets in 1986 with two 600-site campaigns in London. It started life in 1967, working on the now-defunct four-sheet format.

According to sales director Adam Butterworth, the roadside sites account for 90% of the team's revenue, but the other propositions are a nice add-on for campaigns.

"We can put together different types of campaigns, for instance one using roadside and the supermarkets for an FMCG brand, which would provide frequency as well as targeting defined audiences through point-of-sale," he says.

Kellogg, for example, spends much more heavily on the Sainsbury's sites than the bus shelters. Natwest is also a heavy user of RockBox to promote its services to skint students looking for a way to get the next round in.

The roadside sites can also be used creatively - the campaign for 101 Dalmations used barking bus shelters. However, Butterworth says six-sheets are best thought of as a vehicle for mass coverage - more so, even, than other outdoor formats.

And here's the science: "Six-sheets are the largest individual outdoor format - there are 82,000 of them in the UK, and in 2000 they accounted for about 26% of the outdoor market's revenue. We own 52% of the six-sheet market and 65% of roadside six-sheets; 80% of people who see six-sheets see AdShel's," says Butterworth.

The team will put together pitches with the other Clear Channel UK divisions, More O'Ferrall and Taxi Media, but it is mainly focused on its friends, the six-sheets. Its various groups comprise a mix of specialist sales executives and agency-facing staff. Butterworth says they naturally develop close working relationships with the six main outdoor-
buying points.

By Night

Being based on Golden Square, the team's regular haunts range from fashionable spots such as Alphabet Bar and Circus Bar to less salubrious Soho drinking dens. However, one place that everyone does go to is The Crown, on Brewer Street.

The '80s-themed Christmas party for everyone based at Golden Square - all the outdoor bods and their radio cousins - was held at the Paparazzi Lounge members' club on Hanover Street.

Butterworth went as one of the Rayban-wearing highway patrol cops from CHiPS, but, as Steve Geelan, Will Ramage and Paul North (pictured) prove, there's nothing more '80s than Rainbow.

Key people

Julie France, managing director; Adam Butterworth, sales director; Sam Armour, Tim de Monte, Matthew Serember, Will Ramage and André Coetzee, group heads.

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