Clark bosses the AIM-quoted venture, which offers digital screen advertising into centres like Lakeside and The Glades through a flagship deal with Liberty International subsidiary CSC.

‘We’re focused on the country’s top fifty centres,’ says Clark, ‘and we’re already in seven of the top fifteen! We’re just starting to chalk up revenues from household names like Mars, Disney and Sony Music.’ The company runs adverts for these brands on its 63-inch plasma screens.

Clark is upbeat about the outdoor advertising market and Screen FX’s position within it. ‘Our mission is to make outdoor advertising more scientific as we manage the screens remotely. We could give advertisers back the statistics – for instance, we know certain types of shoppers shop in certain centres at certain times.’ Intriguingly, Clark is currently working with IPSOS-RSL — which holds the audience measurement contracts for the TV, radio and newspaper industries — to provide quantitative and qualitative research on audience reaction to the screens.