Outdoor body boss Willoughby resigns ahead of MOVE launch
The Outdoor Media Association is to lose its well regarded chief executive at a crucial moment for the medium with the launch of its new industry metric MOVE just weeks away.
CEO Helen Willoughby, who has been with the OMA since its launch in 2005, is to move to the Federal Department of Education, Employment and Workplace Relations in Canberra early next year.
OMA Chairman Steve McCarthy said “As our first chief executive, Helen has spent the past four years establishing the OMA as a professional body, as well as overseeing the delivery of the first industry-wide audience measurement system, MOVE.”
MOVE – Measurement of Outdoor Visibility and Exposure – had been due to launch late this year but in a closely debated OMA board debate in October, the decision was taken to delay its launch until February 23.
Willoughby said: “Obviously MOVE has been a massive project and I am very pleased to have played a significant role in its development. By the time I leave, the MOVE project would have been fully delivered to the industry and ready for launch to market.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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MOVE is a multi million dollar wank, due to a ridiculous sample and unreliable metric.
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