James Whitmore

is managing director at Route, the audience research body for out-of-home media

James has been managing director of Route the out-of-home measurement body (and Postar, its predecessor) since 2006. As a leading thinker in the industry, James has instigated a new approach to research, integrating the latest digital technology with eye-tracking studies. These research techniques provide a comparative measure for the relative likelihood to see advertising sites in each environment, e.g. roadside, transport, retail etc.
Route was launched in February 2013. It is the industry-wide audience measurement body for the outdoor medium. It is the only media measurement system that places passive measurement systems, such as GPS tracking, at its core.

Prior to Route, James was the founding managing director of MEC, where he spent five years. He then set up new communications planning agency, Experience, in 2004. However the venture failed to inspire him and he joined Postar as managing director.

James began his career at The Observer, first working in production and then in sales. In 1987 he joined Young & Rubicam’s graduate trainee programme, where he quickly showed an aptitude for media planning, winning many industry awards and where he ultimately rose to be media director.

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