Coward's expertise in data analytics, market intelligence and client-centric solutions has reinforced the company's position as a leader in the Out-of-Home (OOH) advertising industry, says Primedia. 

This appointment follows the successful consolidation of Primedia's retail and outdoor divisions under the leadership of Bongumusa Makhathini, a move that expanded the company's presence across South Africa. Under Coward's leadership, the business will build on this momentum by accelerating innovation, enhancing media solutions for advertisers and driving sustained commercial growth, adds the company. 

As the OOH industry continues to evolve, Primedia Out-of-Home says it remains dedicated to advancing its data analytics and measurement capabilities, providing clients with deeper insights and quantifiable proof of OOH campaign effectiveness.

Simultaneously, the company says it will refine its commercial strategy by exploring new monetisation models, expanding its OOH offerings and unlocking additional revenue streams. A strong focus on enhancing internal efficiencies and streamlining operations will ensure the business remains agile, scalable and well-positioned for long-term success. 

A key priority will be strengthening client partnerships. By proactively providing strategic insights and leveraging technology-driven innovation, Primedia Out-of-Home says it aims to reinforce its role as a trusted partner in executing high-impact media campaigns.

Bongumusa Makhathini, CEO of Primedia Out-of-Home and Primedia Studios, says, "Genevieve's strategic vision and expertise in revenue growth, data analytics and innovation make her the ideal leader to take Primedia Out-of-Home into the future. We are confident that her leadership will drive measurable impact for our clients and partners across the industry."

Coward says, "Primedia Out-of-Home is at a pivotal moment, where data, technology and creativity must converge to deliver impactful media solutions. My focus is on harnessing our strengths, deepening our client partnerships and ensuring that we not only meet but exceed expectations in this ever-evolving industry. I look forward to working with our talented team to shape the future of Out-of-Home advertising."

Primedia Out-of-Home concludes that with a strong track record of leadership, innovation and commercial impact, Coward's appointment marks a significant step in Primedia Out-of-Home's ongoing evolution. Under her leadership, the company will continue to drive growth, embrace technological advancements and deliver exceptional value to advertisers across South Africa and beyond.

For more information, visit www.primediaoutdoor.co.za. You can also follow Primedia Outdoor on LinkedIn. 

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