Posterscope announces global management changes

After an outstanding career leading Posterscope, Annie Rickard has decided to step down from her global roles as Posterscope Global President and MKTG Global Chairman and will be handing over her responsibilities as leader of these businesses on 30 March 2018.
Annie founded Posterscope, the leading location-based marketing brand and has grown it into a global network of 1000+ people in 57 offices around the world, including the PSI, MKTG, Open and Liveposter brands.
Stephen Whyte, CEO of Posterscope UK, will assume additional responsibility for Posterscope Worldwide as Global President.
Jerry Buhlmann, CEO, Dentsu Aegis Network, said: “Annie has created a tremendous business in Posterscope which has redefined out-of-home media through its investment in data, technology and people.  Annie’s entrepreneurial spirit and leadership has been the driving force behind this growth and success and Annie leaves Posterscope as the clear market leader.  I want to thank Annie for the huge contribution she has made to Dentsu Aegis over the time she has been with the company.
Stephen has led Posterscope UK with great skill since 2015 and has a proven track record growing successful, dynamic businesses.  Stephen will now lead Posterscope Worldwide in the next phase of its ambitious growth plans within the context of a transforming digital economy.  I wish Annie all the best for the new ventures she now wants to pursue and congratulate Stephen on his new role.”
Annie Rickard said: “I have had an amazing career but it’s time for me to leave Posterscope in the very capable hands of Stephen Whyte who will deliver the new vision and continue the global roll out of our technology platforms.  I am of course sad to go, but at the same time, looking forward to pursuing other interests where I feel I can make a difference.”
Stephen Whyte added: “I know I speak for everyone when I say that we will miss Annie enormously but I am delighted to be taking on the global leadership role at such an exciting time of change and growth in the out-of-home and location-based marketing sector.”

Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.

PSI publish their 2018 Global Travel Predictions

2018 looks set to be another roller-coaster year for the global travel industry.
In this piece, James McEwan, Managing Director of PSI, identifies some of the political, economic and technological factors that will impact the way consumers travel this year.
Read More….

Posterscope celebrate Gold win at the DMA Awards

Posterscope celebrated another award win at the DMAs last night, collecting a Gold trophy for work with Vizeum on VERY/ Shop Direct’s “A VERY dynamic Black Friday.”
The DMAs are a body for the digital marketing community and celebrate the best in strategy, creativity and results, rewarding the best campaigns.
To see the full list of winners, click here.

Posterscope win 3 trophies at the EMEA Mobile Marketing Association Awards

Posterscope scooped 3 awards on the 25th October at the EMEA Mobile Marketing Association Awards , held in Instanbul. All 3 awards were won for work with AXA’s #OneStepAhead campaign, in collaboration with Havas and GroundTruth. They picked up gold for Best Location Campaign and Best Lead Generation, as well as a silver for Best Cross Media.

Flying Start – Federica Fattorusso talks to Campaign Magazine – Middle East.

Flying Start …  The aviation industry, like almost all other industries, has not been immune to the momentum of the digital revolution, changing significantly due to the increasing prevalence of technology in all aspects of travellers’ daily lives. When considering that last year young tourists alone spent $217bn on travel, with millennials seeing travel as more important than buying a home or paying off debt, we face a huge global trend that will only continue growing. Our region has not been shying away from this trend, but is riding the wave with full force. Dubai International airport is the world’s busiest for international travellers, with a 6.3 per cent year-on-year (Aug 2016 to Aug 2017) cumulative traffic increase. And 9,353,368 passengers were recorded during the first eight months of the year. Similarly, Abu Dhabi airport, the UAE’s second-busiest commercial hub, handled 10.1 million passengers in the first five months to May 31, an increase of 1.8 percent compared with the same period last year, which is in line with the prediction it will handle approximately 25 million passengers in 2017, compared with 24.5 million last year.
Read More …..
Federica Fattorrusso – Business Development Director, Posterscope MENA

Posterscope Brazil's Mosquito killer billboard to feature in upcoming Wellcome Collection exhibition

Can Graphic design save your life?  This upcoming exhibition attempts to explore the relationship between graphic design and health.

The exhibition opens on the Thursday 7 September @ the Wellcome Collection,
183 Euston Road, London NW1 2BE, UK.
For more information read below:-
Mosquito Killer Billboard article
Wellcome Collection Exhibition

Posterscope partners with Campaign Magazine on 'Open Canvas: the best in outdoor' series

In the first in a new series, two experts pick their favourite out of home winners in a standout year for the medium at the 2017 Cannes Lions International Festival of Creativity
Richard Brim, chief creative officer, Adam & Eve/DDB
So I’m sitting in the Palais on the first night of the Lions awards in Cannes in June. And I am there to pick up a couple of the little roaring beauts for a piece of work our agency produced for Skittles. As the other winners are announced, I have a varying range of reactions – as one does – while sniffing the bums of the competition. From “Da fuq?” to “That’s nice” to “No shit! ‘Fearless Girl’ won 97 Golds … and so it should.” And then I saw “Pass the Heinz”.
At first, I thought: what’s all the fuss about? The art direction is old-fashioned and the line feels outdated. And then, at last, I twigged, and a huge surge of jealousy raged through my body. For those of you who don’t know the idea, to prove the timelessness and love that people have for its Ketchup, Heinz decided to run the series of posters that a certain Mr Don Draper and Co presented to that brand 50 years earlier – in season six of Mad Men. Ugh, it makes me sick – mainly because it was such a gift, handed on a Mad Men-shaped platter with a side order of Lucky Strikes and a tumbler of Scotch at three in the afternoon.
Why no one else – including me – had thought to do it is beyond me, which makes this campaign even more annoying. Running the exact executions, nothing was changed one little bit – not even the stock and quality of the photography, which was (to audience members in the know) slightly gimmicky.
But then there was the wonderful co-credit, shared by David Miami and Stirling Cooper Draper Pryce. It was just right. Wonderfully right, in fact. And as relevant now as then, because things are better with ketchup.
This is OOH at its best: brave and fun and smart and timeless and simple. While the smartarses in Miami plan what’s next, I’m off to smoke myself hoarse, down a bottle of single malt and be inappropriate.
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Louise Sloper, head of art, BMB London
Choosing one piece of OOH from this year’s winners wasn’t easy. There was a wealth of exciting, boundary-pushing work, and it was all very, very different. I have to mention “Fearless Girl” and “Game of Thrones” briefly, though. They broke the rules of how we traditionally view OOH, were exquisitely crafted and had overwhelmingly positive impacts within the world around them.
“Orgasm Sound Library”, “AirInk”, “Dog Channel” and “The Refugee Nation” also displayed original and broad solutions to using OOH as part of a campaign – showing that whether it’s traditional or not, the medium can still be one of the most powerful.
But I’ve chosen a campaign that I can get deep down and sexy with in terms of art direction, and super-nerdy with in terms of a campaign asset system that’s just so frekking straightforward: Twitter’s “Hashtags”. Simplicity at its best. #theperfectposter. Pared back to the absolute necessities, allowing room for the storytelling. A design not overwhelmed by logos or cluttered by never-ending statements. A campaign brave enough to know the brand’s power and believe that less is more. A brand savvy enough to trust in the public’s intelligence to fill in the gaps.
The juxtaposition of “traditional” OOH with a tech brand is an intelligent, if unexpected, choice, but one that gives the work impact. It’s clever. With its bold imagery, a raw style is created that fits any subject. The art direction can move at speed, just as Twitter’s streams do, with a look that feels like a news bulletin – a visual concept that the viewer can relate to, hitting that mystical “authentic” note, showing real debates about real subjects that people care about. It has a strong aesthetic with a punch that demands attention, subconsciously engaging the viewer to consider each story.
It’s a poster design that can be understood at a glance without relying on dwell-time, with the hashtag being championed as the contemporary symbolism that it is; a shorthand for a much bigger meaning, reclaimed – back to its original home. A deserving Grand Prix.
Glen Wilson, managing director, Posterscope UK
Out of home has impact. As another landmark year in Cannes proved, a well put-together OOH campaign reaches people in unforgettable ways that other media struggle to match. It is a creative canvas that can deliver long-lived brand fame.

  • It’s flexible The best OOH creative is adaptable and ingenious, tapping into popular culture and becoming culture itself. It provokes thought. Ogilvy France nailed this in 2013 with its Grand Prix-winning ‘People for Smarter Cities’, transforming billboards into street furniture for IBM.
  • It’s inspirational OOH was the most popular category at the 2016 Lions, attracting 5,367 entries – a clear demonstration of the draw it still holds for creatives. Nothing else shows the big idea with quite the same punch. This was exemplified by Colenso BBDO Auckland’s ‘Brewtroleum’ for DB Export, winner of the Outdoor Lion Grand Prix that year.
  • It’s fearless OOH is fearless by nature and sometimes by name. The 2017 Grand Prix winner ‘Fearless Girl’ from McCann New York offered a truly outstanding execution crossing boundaries and bringing surprise, awe and excitement.

Via: CampaignLive

Exterion Media adds South Western to its national network of franchise partners

FirstGroup has today announced Exterion Media, Europe’s largest privately owned Out-of-Home (OOH) advertising business, as its media partner for the new South Western rail franchise. Exterion Media takes over the contract from JCDecaux, which has held the South West Trains (SWT) contract for a number of years.
The news follows FirstGroup, and its partners MTR, winning the contract to operate the South Western rail franchise. The contract covers over 1,200 advertising sites across 92 stations. SWT saw over 300 million entries and exits in 2016, and delivers high volumes of commuters into London Waterloo daily from South West London and the South West Home Counties commuter belt.
Under the terms of the new agreement, FirstGroup will introduce a fleet of 90 new trains and add 22,000 extra seats into London Waterloo on every morning peak and 30,000 extra seats on every evening peak by December 2020.
Steve Montgomery, Managing Director at First Rail, said: “From August, we will be delivering £1.2bn of investment in the South Western rail network, improving the experience for customers with better trains, more seats and quicker journeys. Having built a strong relationship with Exterion Media on Great Western Railway, TransPennine Express and Hull Trains, we are delighted to be bringing their advertising knowledge to the new South Western franchise.”
Dave King, UK Managing Director at Exterion Media, said: “The South Western rail franchise is a premium network with a great, diverse audience. It complements our advertising across the TfL Rail estate, enabling us to offer increasingly connected solutions for advertisers from home to work – improving passenger journeys and creating experiences beyond the poster. The appointment demonstrates our strength within commuter advertising; we know building this creates real value for our national network of franchise partners, and we’re keen to accelerate our position.”
Glen Lovett, Group Head of Procurement at FirstGroup, said: “We are delighted to extend our media relationship with Exterion Media. They are a trusted partner in the transport industry, have very strong credentials in transport media, and in particular an excellent understanding of London, its urban audience and the advertising landscape. We have worked successfully with them over a number of years across our bus and rail portfolio and look forward to getting started with them on enhancing the passenger experience across the South Western rail network.”
Exterion Media reaches over 47 million people every week across the UK through its extensive bus, metro and rail advertising portfolio. The addition of the South Western franchise cements the company’s strong market position in London and the South, including responsibility for rail advertising opportunities across Great Western Railway (GWR), London Underground, London Overground, Tramlink, Docklands Light Railway, and from late 2018, the Elizabeth line (Crossrail).
The announcement follows the recent news that SPT has selected Exterion Media to manage the Glasgow Subway and bus operations advertising contract, strengthening the company’s position as the largest transport media owner in the UK.
The South Western rail franchise commences on 20th August 2017 and will run for a period of seven to nine years.

Ocean Outdoor seeks bold ideas for the 8th annual Digital Creative Competition

Ocean has launched its 8th annual competition to discover the best creative ideas in DOOH, using innovative and emerging technology and techniques.
Ocean’s Digital Creative Competition is now inviting submissions for bold new creative ideas which set new boundaries from brands, the creative community, agencies and charities.
Campaigns can be devised for either UK audiences, or to reach much broader global audiences spanning three continents (Europe, North America and Asia).
This year, to encourage simple and effective creativity, there’s a single category of entry, although submissions for charities and commercial brands will be judged and awarded separately by a panel of industry experts.
Entrants that truly raise the bar will win a share of a £650,000 prize fund and the chance for their creative concepts to be showcased across Ocean’s iconic UK DOOH locations, or via The Alliance network to Europe (Madrid), the USA, the Middle East (Dubai) and the Far East (Hong Kong or China).
Announcing the 2017 awards, Ocean CEO Tim Bleakley said: “Ocean’s annual competition has consistently challenged creative thinking within the all screen market, consistently raising the bar for what is possible over the past eight years.
“It has provided a platform for brands to succeed at global awards ceremonies such as the distinguished Cannes Lions, delivering inspired ideas and aligning creative minds to the opportunities digital out of home affords alongside other progressive platforms and content channels.
“Last year’s winners created some show-stopping media moments on a UK and an international scale. Entering the competition is simple but the rewards are multiple. All you need to compete is an idea.”
It is free to enter Ocean’s competition, which is open until August 25. The winners will be announced at a prestigious awards ceremony at the IMAX in London on October 5.
All you need is an idea
In 2017, Ocean celebrates the 8th anniversary of a competition that has consistently educated and helped drive the DOOH success story. The initiative reflects Ocean’s ethos to stimulate technical understanding and creative exploitation of the medium and with it, drive sector growth and brand count.
Last year’s winners included Churchill Car Insurance with Churchie’s Drive-Thru created by WCRS and the spectacular March for Giants, created by 18 Feet & Rising for the charity Space for Giants.
Eight years of supreme creativity
Ocean’s competition has powered global success stories for visionary brands and agencies who have shown the world how DOOH is closely aligned with other progressive technologies in the screen world and fully integrated with capabilities such as wifi, augmented reality, 3D modelling and audience and vehicle recognition.
March for Giants transcended global boundaries broadcasting across three continents via The Alliance
Gold Cannes Lions for Women’s Aid’s Look at Me and MicroLoan’s Pennies for Life campaigns
Top Shop and Twitter presented catwalk trends live as they happened from London Fashion Week
NHS Blood & Transplant used augmented reality to show the transformational power of life saving blood donations
A live broadcast from the Caribbean was powered by British Airways
Powering a digital billboard using human energy and Pavegen technology to promote the Toyota Hybrid
Feeding pigs apples in a farm in Buckinghamshire, in real time, via your mobile phone from Westfield, London
Integrating EEG technology which reads brain waves allowing a game of Mind Pong, controlled by human thought, for The Brain Tumour Charity
Via: Ocean Outdoor