Outdoor advertising firm Ocean Outdoor has introduced a new leadership structure to manage its UK business as the group expands into Europe.

Operating in the United Kingdom and the Netherlands, the public firm recently secured the rights to live-stream the Wimbledon Championships from wi-fi enabled screens in Westfield Stratford City and Westfield London Square in dedicated ‘fan zones’.

The rights include a live broadcast of both finals, in a partnership deal with The All England Lawn Tennis Club and BBC Sport.

Its new management structure begins with the appointment of Phil Hall, chief commercial strategy officer of UK's leading media agency Mediacom, who joins as co-managing director in the UK.

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Hall will work alongside newly promoted co-MD Steve George who is currently chief development officer. The pair will take joint responsibility for the UK business.

Hall, who departs MediaCom after an 18 year stint, will oversee Ocean's UK commercial operations. Steve George takes responsibility for the franchise and development functions in the UK. The MDs will lead the UK operating group, reporting to Ocean's Group unit.

The new leadership team allows Ocean COO and CFO Stephen Joseph and CMO Richard Malton to assume Group wide roles as the company assimilates its recent Dutch acquisitions and steps up its international growth ambitions.

"It's been a pivotal few months in which management has overseen both our launch as a public company and three strategic acquisitions,” said CEO Tim Bleakley.

“Our entry into the mainland Europe market is testament to the strength of the Ocean brand and the growing international demand for Ocean's unique DOOH formula.

"However, UK growth remains a key part of our plans and Phil brings a wealth of experience and insight that will help us and the industry evolve at what is an exciting stage for the digital out-of-home medium. His media pedigree and standing alongside Steve George's proven entrepreneurial talent is an exciting leadership axis."

Hall said his time at Media Com was ‘fantastic’ and had long admired the Ocean Outdoor product.

“I'm really looking forward to the challenge and to help Ocean build on their impressive success to date."

Joining Hall and George on the UK operations group board will be chief revenue officers James Harrison and Nick Shaw; Catherine Morgan, director of Ocean's rapidly expanding creative technology and innovation division Ocean Labs; Joseph Arshed, who becomes chief asset and contracts officer; Marc Keenan MD Ocean Scotland; newly promoted head of UK finance Kapil Kansara; Angela Green, head of commercial systems; head of UK marketing and events Helen Haines; and technical operations director John Kilfeather.