Pearl & Dean, the UK’s best-known cinema advertising company, today announces that it is strengthening the Irish arm of the business with the appointment of Damon Westbury as Chief Commercial Officer.
Pearl & Dean Ireland, which rebranded from Wide Eye Media in 2022, is the market leader for cinema advertising in Ireland and has 100% share of the cinema advertising market.
The Irish operation is also home to Adtower, Ireland’s largest Digital Out of Home Convenience Retail Media network and Packed.House an experiential and digital media services production company, and publisher of much-loved online properties including entertainment.ie, Beaut.ie and FamilyFriendlyHQ.ie.
In this new role Damon will be responsible for commercially scaling Pearl & Dean’s powerful group media assets in Ireland and new markets, building an omnichannel media offering and driving new revenue and commercial partnership opportunities under the wider Pearl & Dean media brand. Collaborating closely with Pearl & Dean’s board of directors and senior leadership team, he will jointly report to Kathryn Jacob, CEO UK, and Eoin Wrixon, CEO Ireland.
Prior to joining Pearl & Dean, Damon worked in numerous senior roles throughout the course of his career. This includes Microsoft Advertising, Clear Channel Global, The European Broadcaster Exchange, Zinc Media PLC and most recently with WPP’s proprietary programmatic agency Xaxis. He brings over 20 years of experience to the business with a unique background across, traditional, digital and programmatic advertising as well as branded entertainment and publishing.
The announcement of Damon’s role coincides with the celebration of Pearl & Dean’s 70th anniversary in UK cinema advertising this year. The company has maintained its position as the UK’s best-known cinema sales house, with its impressive roster of Pearl & Dean cinemas including new contracts with Curzon Cinema and BFI IMAX won earlier this year.
Kathryn Jacob OBE, CEO Pearl & Dean UK, said: “We are delighted to be welcoming Damon to the Pearl & Dean team. Damon joins the business at a pivotal time, as we celebrate our 70th anniversary and focus on further growth and new opportunities. His knowledge of the industry will be paramount in driving this forward and he is going to be a huge asset to our team across Ireland as well as to the wider team in the UK.”
Eoin Wrixon, CEO Pearl & Dean Ireland adds: “We are delighted to have Damon joining Pearl & Dean. His appointment is part of a significant investment as we grow our cinema advertising, out of home and digital publishing business in Ireland. Damon brings a wealth of experience and expertise and is a key addition to the Pearl & Dean team.”
Damon Westbury, Chief Commercial Officer at Pearl & Dean Ireland: “I am thrilled to join Pearl & Dean at such an exciting time, to spearhead our commercial expansion across existing media formats, new mediums, and markets. I look forward to architecting and building a compelling cross-media proposition, under this iconic brand, for our media agency, advertiser, retail and AdTech partners.”
About Pearl & Dean Ireland
Pearl & Dean Ireland deliver brand advertising on screen to all commercial cinemas on the island of Ireland. According to research from The International Union of Cinemas (UNIC), the Irish cinema audience visit the cinema more frequently than any other EU country and with a 100% share of the cinema advertising market, Pearl & Dean Ireland partner with large cinema chains such as Omniplex, IMC, Odeon, Movies@, Arc, Cineworld, and Vue, as well as leading independent Irish cinemas including Lighthouse and Stella. Working with leading advertising agencies, national and local advertisers Pearl & Dean Ireland deliver compelling campaigns in this unique attention-grabbing environment.
About Pearl & Dean Media Group Ireland
Pearl & Dean Media Group Ireland is a leading cross media company with nationwide assets spanning Cinema Advertising, Digital Out of Home advertising networks, media content, buying, creative and production services and are the publisher of some of Irelands most loved websites, including Entertainment.ie, beaute.ie and sportschronicle.ie.
It also runs Ireland’s largest Retail Convenience Digital Out of Home Media Network. Under the brand Ad-Tower it offers point of sale digital advertising which generates local and national brand messaging and consumer sales in partnership with retailers including Centra, SuperValu Eurospar, Spar, Mace, Londis and Maxol. In addition to retail environments the group also operates a wider entertainment digital network that spans cinema foyers, gyms, and shopping centres.
Its digital media business under the recognised and acclaimed brand packed.house creates demand for brands through content partnerships, content creation, web build, experiential events and digital media buying services, as well as immersive editorial and advertising experiences across its digital publications and communities for entertainment.ie, Beaut.ie and FamilyFriendlyHQ.ie. The online property entertainment.ie alone, has built a following over 26 years – a digital age reserved for very few online platforms or websites.
About Pearl & Dean UK
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Showcase, Empire, Movie House, and Omniplex sites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun.
Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Everyman, Curzon Cinemas, The Light Cinemas, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like The Luna Cinema, each offering individuality and often a specialist audience.
Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience.