Sanderson, the former managing director of Telegraph Sales, returns to the industry after 18 months away to join the board alongside another well-known ex-Telegraph Newspapers figure – Tedd Walmsley. The latter left the paper in March this year and joins Streetbroadcast as regional sales director in its Manchester office.
Streetbroadcast, which sells advertising space on raised sixsheet posters, is growing rapidly and has been credited by the Outdoor Advertising Association for helping to evolve the market.
Lee Arthur, founder and chief executive of Streetbroadcast, has great ambitions for his business.
Currently, the company has 1,700 poster sites, but it aims to increase that to 10,000 by 2008.
Such high-profile hirings as Sanderson and Walmsley will be seen as a major coup for the company.
Arthur said: "It is an enormous pleasure to see such strong media players join the team."
Sanderson left the Telegraph as boss of its huge sales operation in October 2003 during a major restructuring of senior positions at the company ahead of the retirement of managing director Jeremy Deedes. Sanderson is widely credited with turning around the paper's commercial operation in the early 1990s to become a significant force in the national newspaper scene.
He said: "I am pleased to be joining the Streetbroadcast team; it's the best media offering I have seen in many years and a company run by dynamic people poised to achieve great things."
Meanwhile, Bill Vidal has left Posterscope to become sales executive at Streetbroadcast's agency division in London.
Veronica Robson and Carl Skinner, both well known ex- Portland Outdoor staffers, have also joined Streetbroadcast's team in the past few months.
Walmsley and Sanderson will join other high-profile board members, including Teresa Miles, the MD of media investment banking at Merill Lynch, and the former finance director at Scottish Media Group, Mark Connelly.
This article was first published on Media Week