Alastair Fraser Leaves Scala for Sales Director Role at X-Twenty
2026-09-04 · via DailyDOOH
Alastair Fraser has left Scala after ten years to become Sales Director, Display Technologies at X-Twenty, taking a board seat at the company as well. The move puts a well known name in UK digital signage sales in charge of building out a distributor's signage business from the ground up, and it is worth watching for anyone who buys through integrator channels in the UK, Ireland or wider Europe.
X-Twenty is a value-added distributor of AV technology for hybrid collaboration and digital signage. According to the announcement, the company formed after StrappedForCash closed down X20Media. Fraser will lead X-Twenty's digital signage and display business across the UK, Ireland and Europe, working directly with enterprise customers and through the company's integrator partners.
Fraser's background is squarely in enterprise digital signage. He spent ten years at Scala, most recently as Senior Sales Director for the UK and Ireland, and before that held roles at RMG Networks and Symon Dacon. The announcement says he has more than 20 years of experience in digital signage and retail technology and has worked with large multi-site estates in retail, banking and hospitality.
Rob Brinklow, Founder and General Manager of X-Twenty, is quoted in the announcement saying Fraser is one of the most respected people in UK digital signage and that the appointment sets the standard for the business X-Twenty intends to build. That is Brinklow's characterization, not an independent assessment, but Fraser's tenure and client list at Scala and RMG Networks are a matter of record.
What the role covers
The announcement describes Fraser's remit as covering the digital signage business end to end. That includes X-Twenty's exclusive European distribution of the Pickcel digital signage platform, design and installation services around it, a Content as a Service team responsible for keeping screens current, and proactive monitoring and managed support once an estate is live.
For operators, the appointment signals that X-Twenty is trying to position itself as a full-service option in the signage space rather than a pure hardware distributor, bundling platform, deployment, content and support under one roof with Pickcel as the software anchor. What the announcement does not say is how large X-Twenty's current signage business is, what other display or media player lines it distributes, or what specific targets Fraser has been given. It also does not disclose compensation, start date beyond the announcement, or how the Pickcel exclusivity arrangement is structured commercially.
Operators currently running Scala or evaluating Pickcel through X-Twenty's integrator network may want to watch how quickly Fraser's arrival changes the sales and support structure around those products.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Former Scala exec, industry veteran and digital signage superstar Alastair Fraser has joined X-Twenty as Sales Director, Display Technologies. He also joins the X-Twenty board.
X-Twenty, a value-added distributor of AV technology for hybrid collaboration and digital signage, which formed when StrappedForCash closed down X20Media says that Alastair will lead the company’s digital signage and display business across the UK, Ireland and Europe, working with enterprise customers directly and through X-Twenty’s integrator partners.
He is of course well known in the industry and has more than 20 years of experience in digital signage and retail technology. He joins directly from Scala, where he spent ten years and was latterly Senior Sales Director for the UK and Ireland. He has previously held roles at RMG Networks and Symon Dacon and has worked with large multi-site estates across the retail, banking and hospitality sectors.
Rob Brinklow , Founder and General Manager of X-Twenty told us “Alastair Fraser is one of the most respected people in UK digital signage. Very few people know this market as well as he does, and fewer still have been trusted with it for as long. This is a significant appointment for us, and it sets the standard for the business we intend to build.”
His remit covers the digital signage business end to end. That includes X-Twenty’s exclusive European distribution of the Pickcel digital signage platform, the design and installation around it, the Content as a Service team that keeps screens current, and proactive monitoring and managed support once the estate is live. Building that combined offer across the UK, Ireland and Europe is the focus of the role.
Alastair Fraser can be contacted at afraser@x-twenty.com .
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