Caron New President at COMB

TORONTO — Rosanne Caron will be the new president of the Canadian Out-of-Home Measurement Bureau (COMB) as of Jan 1.

Caron will succeed, who’s retiring from her media career at the end of this year. She’s has held the position since 2009.

COMBCaron will also continue as president of the Out-of-Home Marketing Association of Canada (OMAC), a position she’s held since 2005.

“Rosanne started her career in research and spent many years learning that side of the business,” said Luc Quétel, president of Astral Out-of-Home and chair of OMAC’s board. “More recently, as president of OMAC, she dealt with the out of home industry, its efficacy and the issues it faces in the marketing of its products.

“I can think of no other candidate so uniquely qualified to helm both OMAC and COMB and I am confident that the futures of both organizations are in great hands.”

Julie Myers, president of Zenith Media and chair of COMB’s Board adds, “We are looking forward to having Rosanne join COMB. Her varied and extensive research background in combination with her robust experience in out-of-home gives us great confidence that the COMB mandate to set best-in-class industry standards for measurement of OOH advertising audiences in Canada will be further advanced.”

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Caron

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Best

During her tenure, Best has led COMB through an operational transformation, amplifying member services and streamlining the flow of data. She evolved measurement methodology integrating new technology and a state-of-the art COMB Audit (launching in January), while bolstering the organization’s financial stability and readiness for measurement growth.

Under Best’s leadership, COMB membership grew to 19 OOH media companies and 40 advertising agencies that now enjoy desktop access to new and enhanced OOH planning tools – COMBNavigator® and the COMB Data Report – and a robust training and communications program.

Michele Erskine, Director of Marketing, OUTFRONT Media and a COMB Board Director says, “Karen leaves us in good shape,” said Michele Erskine, director of marketing at OUTFRONT Media and a COMB director. “She has developed a knowledgeable and dedicated team that will keep us on the right track.

“We will miss her counsel and her progressive attitude, and we thank her for her hard work and dedication to COMB and the Canadian out-of-home industry”.

As president of OMAC, Caron launched OOH resources to aid OOH campaign planning and execution, conducted research on the value and effectiveness of OOH, formed strategic partnerships to promote the OOH industry, and raised OOH’s profile through presentations and events.

Previously in her career, Caron worked for Mediacom (now OUTFRONT Media) as vice president of marketing and research, and was involved in the development of the first computerized Reach & Frequency model for Outdoor. She also served as a COMB board director and chair of the research committee.