• by Joe Mandese  @mp_joemandese, March 16, 2010

Posterscope, the out-of-home media division of London-based Aegis Group, has named James Davies executive vice president-strategic development for its advanced digital out-of-home media unit Hyperspace in the U.S.

Davies, who has been running Hyperspace's Innovations Division in the U.K., will maintain that role, and will split his time between Posterscope's New York and London offices. He replaces Ryan Laul, who stepped down as managing director of Hyperspace in the U.S. late last month (MediaDailyNews Feb. 23rd). Davies' appointment follows the recent strategic partnership struck between Posterscope and MPG's Chrysalis division in the U.S. That partnership, announced late last year, combines the buying scale of Posterscope with the strategic planning expertise of the Chrysalis.

The companies said that Davies would focus on "establishing new tools, processes and research initiatives in the U.S., as well as looking for further ways to exploit Posterscope's OCS survey, which offers insight into the state of mind of consumers as they interact with different OOH formats." The unit recently introduced an "Eyes-On" audience measurement system.

Davies will also be responsible for developing new digital initiatives, such as introducing Prism Screen, an audience measurement and planning tool for digital screens.