In March 2024 Mackay took charge of strategy as CSO and he has played a central role in the recent appointments of Ipsos and Adwanted UK to collect, process and output audience data for OOH.
He succeeds Denise Turner, who is leaving Route in July to join the IPA as Media Research Director.
Mackay, who is widely respected within the OOH industry, has worked at Route since 2016 when he joined as General Manager. His ability to build compelling narratives around Route data and its effectiveness for advertisers has led to numerous conference presentations and articles in the trade press. He has been responsible for industry training and led multiple stakeholder groups and committees. He also worked with Lumen to build Route's expertise in eye-tracking and attention research.
Announcing the appointment, Route Chair Katherine Almond said: “Euan was the obvious choice for our new CEO. He has played a key role in the RFP process and his deep knowledge and expertise, along with his ability to amplify Route as a JIC, meant that the Board was unanimous in the decision.”
Mackay said: “Route plays an important role as a gateway into OOH audience understanding, steering investment opportunities in a complex and growing sector. I am delighted to take on the role of chief executive and aware that Denise will be a very hard act to follow. My promotion is also recognition for the entire Route team.”
Denise Turner said: “Euan has embraced the huge changes in OOH with creativity and relish. He is very well placed to lead Route into the future.”
Prior to joining Route, Mackay was a Director at Crowd DNA and spent seven years at Kantar Media. He started his media career in insight and marketing roles with Northcliffe Media and Associated Newspapers.
