Chris was one of the famed ‘Conti Boys’
, who put Continental Outdoor on the map over the last decade. After the acquisition and subsequent rebranding to JC Decaux, Chris remained at the forefront of business development at the new entity.
Known for his solution and strategic focused selling as well as his highly entrepreneurial approach, Masters eventually left JC after achieving record breaking sales, to find something that was in his own words, “Less corporate, where the major growth curve was in the future, and was something I could personally help realise.”
The Guerrilla IMC team and Chris had looked at working together in a number of guises over the years but the timing always seemed to be off. Now the stars have aligned and Masters joins a team focused on the development of an 8000 ATM screen holding and reinventing the construction and digital media industry.