January 25, 2023
Philport Retires From TAB, Sequent To Handle Strategic Review
- by Joe Mandese @mp_joemandese, November 17, 2014
Long-time advertising and
media industry research veteran Joe Philport is retiring as CEO of the Traffic Audit Bureau (TAB) at the end of the year. Nancy Fletcher, president-CEO of the Outdoor Advertising Association of
America (OAAA), will also assume the role of Interim CEO of TAB, and Philport will serve as a consultant, while the TAB conducts a strategic review on its future options.
The TAB board has retained consulting firm Sequent Partners to handle the process, which it described as a “strategic review of the changing needs of the out-of-home industry in a new media landscape.”
Philport joined TAB in 2000 and spearheaded a state-of-the-art out-of-home media ratings system, replacing the industry’s historic traffic audit counts.
Prior to joining the TAB, Philport was a top executive at Y&R, Nielsen and other media research suppliers.advertisement
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Looks like a sound move by the TAB board and I expect that Jim Spaeth and Alice Sylvester at Sequent will have their work cut out for them. Still, with a new positioning strategy and a better appreciation of how advertisers really think, out-of-home media has the potential to effectively compliment many ad campaigns which now use it sparingly, if at all.