Wildstone, Europe’s leading Out-of-Home (OOH) infrastructure owner, has announced two significant appointments to its Australian team. The company has enlisted Mitch Cook as its Commercial Director for Australia and Amber Burbidge as a Commercial Executive. Both Cook and Burbidge previously worked for oOh!media, the region’s largest OOH advertising company.

Cook brings 18 years of industry experience to the table, with stints at Ocean Outdoor in the UK and the advertising team at London City Airport. In his new role at Wildstone, Cook will focus on leveraging partnerships between landowners and media partners, driving revenue growth, and advancing the company's goal to further digitise Australia’s OOH sites.

"Mitch’s experience in both the UK and Australian markets will be invaluable as we work to replicate our European success in Australia," said Damian Cox, Founder and CEO of Wildstone.

Burbidge, on the other hand, has spent her entire 20-year career at oOh!media, where her most recent role was Senior Commercial Executive. At Wildstone, Burbidge will be involved in strategic planning and market analysis, and will continue to drive innovation and expansion, primarily in the realm of digital billboards.

"Amber’s two decades of expertise gleaned from various roles across the sales, operations and commercial divisions of the OOH industry will significantly enhance our capabilities," Cox added.

Wildstone entered Australia’s A$1.07 billion OOH market in May as part of the company’s international expansion. Since 2010, the company has acquired and developed more than 5,000 static and digital OOH assets across Europe. Wildstone was attracted to the Australian market due to its double-digit growth, significant digital revenue increases, landscape of strong independent billboard media operators, and its potential as a bridge towards the company’s push into other APAC markets in the coming years.

"There is a race to digitise assets to match advertiser demand and Wildstone’s success in digitising its UK assets puts us in a great position to succeed in doing the same in Australia," said Cook.

Burbidge added, "I’m thrilled to be part of bringing Wildstone’s tried-and-tested business model to the Australian market. I’ve worked closely with Noel for most of my career so with him heading up Wildstone Australia, it’s sure to be a success."