Mx Location, Miroma’s OOH Specialist, Names Susie McAvoy as First UK Managing Director

Miroma’s specialist out-of-home agency, Mx Location, has appointed Susie McAvoy as managing director as it embarks on a period of growth. 

Susie, who previously spent 15 years at IPG’s Rapport, will be responsible for delivering clients unrivalled strategic OOH solutions, service and pricing across five key pillars of Data & Tech, Location, Audience, Attention and Commercial Efficiency. 

As managing director she will take over the running of the business from the departing head of UK operations, James Rodham, taking on responsibility for wider business development and client growth, including the implementation of Mx’s tech and tool strategies.

With a further decade’s experience at some of the UK’s leading OOH specialists, Media Agencies and Adtech providers, Susie has vast experience in the space, having led all OOH strategy and execution across hugely successful box office hits for 20th Century Fox, leading Samsung’s Olympics campaign, and working with the likes of Amex, Tesco, Spotify and Sky. 

Susie McAvoy said, “The OOH space is evolving all the time and Mx Location is at the forefront of that change, with investment in expertise and infrastructure a key priority. I specialise in successfully building bespoke teams and environments where independent agencies can truly thrive, blending energy, skill sets and precision in execution, and this is a fantastic opportunity to redefine what’s possible in this sector. 

“I’m looking forward to achieving transformative results with an incredible team, all within the Miroma powerhouse.”

An out-of-home planning and buying specialist, Mx Location offers clients bespoke service delivered by an experienced team of out-of-home practitioners, underpinned by its use of rich, actionable data sets which informs innovative planning strategies and unique value delivery in a rapidly changing outdoor landscape. 

Susie, who will be based in London, will report to Craig Lennon, global chief commercial officer at Miroma Group.

Craig Lennon added, "Susie's appointment comes at a crucial time for Mx Location as the agency's growth calls for a dedicated leader at the helm. I know the team will benefit hugely from Susie's vast expertise and years of OOH experience which will, in turn, further drive the expansion of the business.”