London: In a strategic move signalling its ambitions for accelerated growth and industry leadership, omnichannel media owner i-media has appointed global media industry veteran Nick Lawson as its Chairman, effective immediately.
Lawson, the former Global Chief Executive of EssenceMediacom, brings over three decades of deep industry experience, having played a transformative role in scaling Mediacom from a UK-based independent agency to WPP’s largest global media network. During his tenure, he oversaw operations across 98 offices in 45 markets, handling media billings exceeding £24 billion.
The appointment marks a significant milestone for i-media, following a phase of rapid transformation fuelled by investment from Mayfair Equity Partners in 2024. The funding has enabled the company to accelerate its digital transformation, expand into experiential and mobile marketing, and deploy data-driven and programmatic outdoor solutions that offer brands precise audience targeting and measurable outcomes.
Speaking on the appointment, Jonathan Lewis, CEO of i-media, stated: “Nick joining is a hugely exciting moment for the business and I am thrilled to be working with him. i-media has undergone a programme of rapid transformation, and Nick’s rich experience and leadership, and his deep understanding of the industry, will fuel the next stage of our journey. As a team, we are well-positioned to take advantage of the transforming media industry by leveraging data and technology to maximise and measure returns for some of the world’s biggest brands.”
i-media currently boasts a presence across more than 130 roadside locations, reaching an affluent and diverse audience of UK motorists. The network records an average of 6.6 million weekly visitors and over 31 million unique visitors annually, engaging them in high dwell-time environments such as Motorway Service Areas (MSAs). The company holds exclusive partnerships with MSA operators including Moto, Welcome Break, Roadchef, and Extra, and operates the UK’s largest network of full-motion large-format digital screens in these locations.
In a further move to bridge the physical and digital, i-media is set to launch a new B2C app this summer, offering brands a unique channel to connect with road users and enhance their on-the-go consumer engagement.
Commenting on his new role, Nick Lawson said, “I’m really looking forward to working with Jonathan and the whole team. i-media is one of the UK’s most innovative media owners, combining unrivalled audiences with first-class digital and data capabilities. The rapidly growing opportunity in programmatic OOH advertising is transforming media like never before – and I am delighted to join a company at the forefront of this change.”
With programmatic digital out-of-home (Pr DOOH) on the rise, i-media is well-positioned to capitalise on its specialist roadside environment, advanced data infrastructure, and integrated technology stack—providing advertisers with a potent combination of scale, targeting precision, and campaign effectiveness.
The appointment of Nick Lawson underscores i-media’s commitment to redefining the future of omnichannel and programmatic media, further bolstering its leadership team as it charts a course through the evolving media landscape.
