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Scott Coldham joins NZ’s Lumo Digital Outdoor as board member

Former Colenso BBDO managing director Scott Coldham has joined the board at New Zealand outdoor company Lumo Digital Outdoor.

As previously covered by Mumbrella, Coldham departed Colenso in January after a 15-year stint, leaving to become the chief marketing officer of tech company Whip Around and menswear brand Asuwere.

Scott Coldham

He joins Lumo Digital Outdoor as its latest independent director, and Lumo chairman, Shannon Walsh, said he will provide significant insight to help the business foster and grow agency relationships.

“Bringing in an independent director to our Board is about broadening our horizons and challenging our perspectives on what agencies and advertisers are seeking from businesses like Lumo.”

Coldham added: “I am excited about joining this ambitious business at a time when I hope to add a little bit of value from the boardroom.

“I have been very impressed with what Phil, Kent and the team have achieved in such a short space of time and I am looking forward to staying connected and giving back in a small way to an industry that has given me so much.”

New Zealand-based Lumo Digital announced it was expanding into Australia earlier this month with the appointment of Liv Collins as senior account director for the region.

Lumo’s point of difference in its outdoor measurement is the use of number plate recognition through its proprietary technology LENS, allowing it to count vehicles in real-time, as well as visitor frequency. In addition, it generates information on car makes and models.

Phil Clemas

CEO of Lumo, Phil Clemas, welcomed Coldham to the board. “Scott has done incredible things across the years, notably in an creative agency environment.

“His knowledge and guidance will be pivotal to our success and growth moving forward, and we’re very much looking forward to having him involved with Lumo as we look towards the next evolution of digital out of home.”

Speaking with Mumbrella earlier this year, Clemas said he believes that technology like Lumo’s LENS will begin to call into question audience measurement estimates by the big out-of-home providers, especially when it comes to digital.

“Using LENS, we’ve found the traffic numbers are way less than what is shown on the legacy platforms . They’ve been pushing out numbers about digital billboards for years. The real numbers are actually half of what people have been saying.

“Without accurate data, like what we are providing, they are ripping off the advertisers. It’s not good for advertisers and not good for the industry.

“We’ve got the technology and the data now, there’s no excuses anymore. We need to rip off the scab and provide for our clients.”

Following his comments, major Australian out-of-home players including Ooh Media and JC Decaux shut down speculation the industry wasn’t prepared to wait for the Outdoor Media Association to release MOVE 2.0, which will provide standardised digital out-of-home measurement when it goes live in 2023.

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