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Chris Burton to lead media division at HYPER

Retail media owner HYPER has welcomed Chris Burton into the business as its new General Manager of Media.

The appointment will see Burton take the reins of HYPER’s ever expanding retail proximity media networks as well as the sales and operations teams that support the portfolio’s growth.

Having worked for other locally owned media companies including Stuff and Phantom Billstickers, Burton has a strong track record in the management of high-performance media operations teams. A skillset that will be put to good use as the business readies itself to launch several new networks to the market in 2022.

HYPER CEO Ben Partington says: “I’m delighted Chris has joined our leadership team. He’s the best person to ensure our strategic compass continues to point in the right direction from a portfolio growth and innovation perspective. He will be a major asset as we embark on one of our most challenging and exciting years yet.”

Two new digital signage-based media networks will be launched to market by the end of July with another to follow later in the year. While the environments and formats will be of interest to a wide range of advertisers, HYPER traditionally focuses on the development of media networks that enable retailers and FMCG brands to better engage and convert their customers. These new channels will be no exception.

While Burton has experience that is more aligned to more traditional out of home media, the opportunity to spearhead the growth of a large retail media entity with HYPER was too good to pass up.

Burton says: “I’m super excited to have joined the team at HYPER. The premise of building smart, measurable media channels that add value to the out of home industry and its advertisers was particularly enticing.

“‘Content is king, context is everything’ is one of my favourite media mantras. Retail media networks offer the perfect marriage of message and moment and we’re out to prove how powerful the combination can be in driving shopper action.”

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