Evolve Strengthens Leadership Team



Independent OOH business, Evolve, announces the appointment of Cho Lay Fernandes as its new Finance Director, and in the same breath, unveils its new brand identity. 

The new branding, designed by Lancaster creative shop, Two Stories, reflects Evolve’s positioning after three years of successful trading, and its ambitious plans for expansion both in the UK and internationally. 

The new appointment of Cho Lay Fernandes completes a leadership team led by Managing Director, Danielle Austin, and supported by Managing Partners in the UK, Shahkeh Petros and Dan Carey; APAC Managing Partner, Joanna Bogdan; and USA Business Director, Miriam Buireu. 

Cho Lay Fernandes joins with extensive experience from senior financial and commercial roles across Group M (Finecast, Group M Digital, Mindshare WW) and Publicis Groupe. Her remit is to help Evolve capitalise on the fast-growing ad spend in OOH, forecast to reach £26.2bn this year. The appointment comes as Evolve celebrates its first year in its Soho HQ, in the heart of London, and follows its success as the highest scoring OOH company in Campaign’s Best Places to Work, 2022. 

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“It gives me great pleasure to join Evolve at such an important time in its development. The OOH sector is seeing rapid recovery and huge change due to both technology and changing consumer habits. I look forward to helping Evolve capitalise on these opportunities.”

Cho Lay Fernandes

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“I am excited about Cho joining our team. Her wealth of experience and infectious personality are the perfect fit for Evolve. I’m also really excited to be attending World Out of Home in Toronto which will bring together the International OOH community, in person, for the first time in two years. We also plan to join the Cannes Lions 2022 UK Trade Mission, for roundtables, networking, and sharing valuable insights and ideas.”

Danielle Austin, Managing Director

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Evolve currently employs thirty-five people globally in OOH media planning and buying and works directly with all media owners around the world, helping advertisers and their agency partners to plan, buy, optimise, and evaluate exceptional OOH campaigns, both in the UK and internationally.

Who Are WeGroup

Danielle Austin, Managing Director, Evolve – Danielle is the driving force behind the direction of the business, the people and the product. Still one of the very few women leading an OOH company in the UK, Danielle is an advocate for championing diversity and inclusion in the industry. 

Dan Carey, Managing Partner, Evolve – Dan is focussed on continually advancing the strategic planning capabilities of Evolve in order to deliver more effective and accountable solutions. 

Shahkeh Petros, Managing Partner, Evolve – Shahkeh oversees all agency relationships and client servicing to enable and accelerate Evolve’s UK and global growth. 

Joanna Bogdan, Managing Partner, Evolve APAC – Joanna successfully launched Evolve APAC, Singapore, in 2019; providing unrivalled knowledge of OOH across all APAC markets. 

Cho Lay Fernandes, Finance Director – Cho’s remit encompasses both financial and commercial strategy for Evolve globally. 

Miriam Buireu, Business Director, Evolve USA – Miriam, based in NY, delivers direct access to clients and media owners across the US and LATAM. 

Media Enquiries 

Kitty Hawkes kitty.hawkes@evolveooh.com