"Now we're truly in line with the company worldwide," said Todd Hansen, chief operating officer, Posterscope USA. "It's not just a name change."
PosterScope, based in London and led by Annie Rickard, has 32 offices in 15 countries. One of the company's best-known efforts in the U.S. is a three-dimensional, interactive screen advertising Coca-Cola products. It went live in July 2004.
Mr. Hansen is overseeing the launch of two new units and a new offering. The units include Hyperspace USA, which focuses on alternative media like advertising on coffee cups and by using street teams; and Digital, which deals in developing technologies, in digital, wireless and interactive areas, applied to out-of-home and in-store advertising.
Aiming to get Posterscope USA involved in more creative pitches for out-of-home assignments, Mr. Hansen has assembled a creative-services team, whose members conceive, pitch and execute creative ideas. "Most media companies have creative-agency siblings they can team with on pitching creative assignments. We don't, and we now hope to get invited," said Mr. Hansen.
Though reticent about divulging too many details on people partnering on the creative team, he offered up Rob Richards, a longtime executive at Eller Media, as an example of someone who'll be available to clients.
Combined with its core services of media planning and buying, auditing and production as well as more recent additions of mapping (an analysis of demographic data overlaid with billboard locations to better target a desired audience) and return-on-investment research, Mr. Hansen calls Posterscope USA "fine-tuned," adding that the changes "make Posterscope stand out" from its competition, which includes Publicis Groupe's Starcom; OMG, the outdoor media buying group of Onmicom Group; and MediaCom.
In addition to its Los Angeles headquarters, Posterscope USA has offices in San Francisco, Atlanta and New York. Its 35 employees handle accounts including Coca-Cola Co., Honda, Acura, KB Homes, Dunkin' Donuts and clients of sibling Carat, such as Revlon, Pernod Ricard and Motorola.