Fergus Calder Named Head of OOH Advertising Sales at Trueform
2026-08-14 · via DailyDOOH
Trueform Outdoor Media has hired Fergus Calder as Head of OOH Advertising Sales, part of a push to expand its national digital out-of-home advertising business, according to the company.
Calder brings more than 22 years in out-of-home advertising, according to the announcement, having worked with media owners including Maiden Outdoor, JCDecaux and Clear Channel. He most recently led commercial growth at what the release describes as a fast-growing independent media owner.
For operators and buyers in the DOOH space, personnel moves like this matter mainly as a signal of where a media owner is putting its investment. Trueform positions itself as a vertically integrated player, combining media sales with in-house design, manufacture, installation and maintenance of roadside advertising assets and street furniture. That model differs from pure media-sales operators who lease or contract out hardware, and it is one Trueform is leaning on as a differentiator in a crowded UK OOH market alongside larger players such as JCDecaux and Clear Channel.
Calder will report to Karen Rankin, Development Director for Trueform Outdoor Media. His brief includes driving revenue growth, deepening relationships with media agencies and advertisers, and building out the sales function as the company expands its portfolio of digital out-of-home assets, the release states.
Rankin is quoted saying Calder's experience across local business, agency partnerships and sales leadership was a key factor in the hire, and that the appointment reflects the company's investment in talent as it grows its national advertising footprint.
The announcement does not specify how many new sites or markets this expansion covers, what the current size of Trueform's digital OOH inventory is, or a timeline for growth targets. Trueform describes itself as having more than 45 years of experience and over 150,000 installations worldwide, working with local authorities, transport operators and commercial partners in the UK and internationally.
No further details on strategy or specific campaigns were included in the release.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Fergus Calder Joins Trueform Outdoor Media
Fergus Calder has joined Trueform Outdoor Media , part of the Trueform Manufacturing & Technologies Group, as Head of OOH Advertising Sales, further strengthening the company’s commercial leadership team as it continues to expand its national digital out-of-home (DOOH) advertising portfolio .
Part of the Trueform Manufacturing & Technologies Group, Trueform Outdoor Media is a pioneering out-of-home advertising, digital signage and street furniture company, uniquely offering a fully integrated solution that combines media sales with the in-house design, manufacture, installation and maintenance of premium roadside advertising assets.
Fergus joins the business with more than 22 years of dedicated experience in the out-of-home advertising industry. Throughout his career, he has built extensive expertise working with leading media owners, including Maiden Outdoor, JCDecaux and Clear Channel, most recently leading commercial growth within a fast-growing independent media owner.
He has established a strong reputation for developing high-performing sales teams, shaping successful commercial strategies and delivering sustained revenue growth. His experience spans partnerships with major national brands, independent advertisers, specialist agencies and leading agency groups across the full OOH landscape.
In his new role, Fergus will lead the expansion of Trueform Outdoor Media’s advertising sales division, driving revenue growth, strengthening relationships with media agencies and advertisers, and maximising the value of the company’s growing portfolio of premium digital out-of-home assets. He will also play a key role in developing the sales function, building new commercial partnerships and supporting the next phase of the company’s nationwide expansion.
Reporting directly to Karen Rankin Development Director for Trueform Outdoor Media, who told us “We are delighted to welcome Fergus to Trueform Outdoor Media. His experience across local business, agency partnerships and sales leadership is second to none. Fergus has an exceptional track record of nurturing sales teams, delivering revenue growth and developing long-term client relationships. His appointment reflects our commitment to investing in the very best talent as we continue to expand our national advertising portfolio and strengthen our position as a leading provider of out-of-home advertising solutions.”
Trueform Outdoor Media is a pioneering out-of-home advertising, digital signage and street furniture company, uniquely offering a fully integrated solution that combines media sales with the in-house design, manufacture, installation and maintenance of roadside advertising assets.
The company provides a fully integrated service encompassing media sales, design, engineering, manufacturing, installation and maintenance of premium roadside advertising and digital infrastructure. With more than 45 years of experience and over 150,000 installations worldwide, Trueform helps local authorities, transport operators and commercial partners create intelligent, sustainable public spaces while delivering high-impact advertising opportunities across the UK and internationally.
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