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Outdoor Advertising Can be a Force for Good Argues Outdoor Media Centre Chief Mike Baker

Outdoor advertising can be used as a force for good having improved its standing as a communications platform in recent years, the chief executive of the Outdoor Media Centre (OMC) Mike Baker has claimed.
Speaking to The Drum Baker discussed how outdoor media can be used as a force for good and opened up on the undertakings and partnerships it has formed in order to improve its reputation in recent years, where he said that it had fallen from becoming the second most complained about media to fifth.
Baker spoke about Government messaging and how it is used to inform the public on health messaging around responsible drinking and safe sex, the organisation’s charter that prohibits outdoor media sites from being located within the vicinity of schools and how it has worked with the ASA to improve messaging standards.
“People see it as a source for good and a source of information and entertainment. Broadly they are very happy to pass billboards and to edit the experience that they get themselves from the messaging that they see displayed on those advertising sites,” stated Baker on the positivity that outdoor media can now claim to generate.
The Outdoor Media Centre will headline partner this year’s Creative Out of Home Awards, which will take place on 26 November in London. Other sponsors include Primesight, BlowUp Media, Ubiquitous, KBH on Train Media, VeriFone and Rapport.
Via: The Drum

Art of Outdoor Entry Deadline Extended and Judges Announced

Ocean have extended the entry deadline for The Art of Outdoor Digital Competition to Friday 12th September.
For full details on the competition, and to see the Judging Panel visit www.playwithourpixels.com
For more information on the competition please contact Helen Beacham at helen.beacham@oceanoutdoor.com

Posterscope Shortlisted for Data Innovation at Media Week Awards

The shortlist for October’s Media Week Awards 2014 has now be revealed, and following more competition and entries than ever before, all the companies to have made the cut have reason to celebrate.
The online judging process involved more than 100 judges –  view here https://www.mediaweekawards.co.uk/judges.
Arif Durrani, editor of Media Week, said: “Due to an unprecedented number of entries, the first round of this year’s Media Week Awards judging process has been brutal. Nearly half of those who entered did not progress through to the next round, so many congratulations to everyone who did make it on to shortlists this year.
“I do feel for those of you left feeling cheated. I hope there is some solace in knowing we’ve never had a year where the competition has been so fierce. The standard of entries has also notably moved on, with the most succinct and persuasive entries becoming something like art forms in themselves.”
The co-chairs of this year’s awards are Claudine Collins, managing director of MediaCom, and Bruce Daisley, managing director of Twitter UK.
The Media Week Awards 2014 will be held on 23 October at the Grosvenor House. 
Data Innovation
Big Data Partnership – Posterscope and EE
Posterscope
Via: Media Week 

Posterscope Highly Commended for Analytics in Action Awards 2014

WINNING WAYS WITH DATA
How can you be sure billboard posters for a new movie or car launch are in the right location? How can you make cuts to a fire service and at the same time improve the protection it gives to local people? How can you ensure that each of your customers receives exactly the right offer at the right time? And how do you arrive at these decisions? Through gut instinct… or data-driven insight.
These were just some of the challenges described by entrants to our first ever Analytics in Action Awards. MT has partnered with Accenture Analytics to create a set of annual awards that recognises and rewards the organisations of every size and sector that are successfully positioning analytics at the heart of their operations and are turning their data-driven insights into positive action and outcomes for their customers and clients.
Yes, organisations are collecting more data than ever before. But their opportunities lie not in collecting the data, but in using technologies to analyse and find insights that innovate the way they carry out their business and solve important problems for the people they serve.
Yet, while few would dispute the value of data as a source of business ideas and opportunities, changing attitudes about the role of data in decision-making remains a work-in-progress in some organisations.
In many boardrooms, data-based approaches still lose out to the instinctive style of decision-making. ‘These awards suggest that a growing number of organisations are now including the scientific side in the mix along with intuition and experience, which collectively make up the art and science of decision-making,’ says Ray Eitel-Porter, managing director of Accenture Analytics.
‘With business operations accelerating and decision-making occurring with real-time immediacy, the weighting of these tools will inevitably need to shift in favour of data-based approaches.’
We invited entries from teams who are helping their organisations to adapt, coupling the explosion of data with the power of analytics, whether that’s to optimise business functions and processes or converge marketing with sales and customer service to create an end-to-end customer experience. The quality of entries to this inaugural awards suggests usage of analytics is rising, that organisations are expanding their predictive capabilities and their leadership is supportive.
But drilling down to the details of each project reveals a more nuanced picture. The effective application of analytics can require changes to long-established business processes, which is never easy. Likewise, finding the right way to embed the power of analytics in business operations isn’t obvious. Our Analytics in Action Awards suggest that the winners will be those organisations that manage to infuse insights into operations, embedding analytics into business processes in a robust, industrialised way and generating the right action recommendations to the right role at the right time.
‘Developing a repeatable decision-making process that gets the most out of data and analytical methods should be a high priority for any organisation interested in making the right decisions for its customers, clients, shareholders and employees,’ says Eitel-Porter. Over the next few pages, we acknowledge and congratulate our award-winning organisations, which have made analysis an integral part of their everyday processes, changing they way they do their work and create their value.
Highly commended: Posterscope
This OOH communications agency is using Route, a GPS study that measures the movement of consumers and other data sources to build the world’s first location-based optimiser for planning poster site campaigns. Posterscope claims this delivers an audience increase of up to 20% compated with a traditional campaign.
The judges said: “Innovative and inventive- we’re really excited to see how Posterscope will explore and exploit potential insights.”
Via: Management Today

LoveContent 2014 – Digital OOH Creative Awards Announced

Creative showcase for the digital out-of-home industry, LoveContent has announced its 2014 Showcase & Awards program. Sponsored by Spafax and working in association with the Outdoor Media Centre, the LoveContent team are calling for campaign submissions from creative agencies, digital network owners, outdoor planners and DOOH advertisers across 7 award categories.
For 2014, LoveContent will be seeking contenders for the most innovative campaign idea; the best creative use of a digital site, the best branded creative; and the overall best or most ambitious digital campaign of the year. We are also pleased to be introducing some new categories; sales team of the year; the planning award and the pitch of the year award.
Launched in 2011, LoveContent has become a unique reference point for the fast developing digital out-of-home industry. Its online archive has over 200 examples of creative campaign work that demonstrate not only the fantastic opportunity digital out-of-home offers, but how quickly the reach and technical capabilities of the medium are maturing.
Niall mcBain, CEO of headline sponsor Spafax explains:
‘Growing at more than 20% a year, the UK DOOH industry has seen remarkable investment in digital infrastructure over the past few years – with high quality screen installations transforming our roadsides, shopping malls, transport hubs and stadiums up and down the country. These new digital canvases provide an incredible technical and creative opportunity for those brands brave enough to embrace it. The LoveContent Awards are all about acknowledging the organisations that are really pushing the boundaries and driving this medium forward to ever greater heights’.
The website at www.lovecontent.org will be open for submission on Monday 7th July and the first round of judging will take place by the middle of September. For 2014, judging is open to all members of the DOOH Industry organisation ‘The Screen’ and to any attendees of their thought-leadership briefing events over the last 12 months. Final adjudication will be overseen by a small panel of industry commentators under the watchful eye of Mike Baker, CEO of the Outdoor Media Centre, before a special Awards ceremony to be held at The Charlotte Street Hotel, London on November 4th.
For more information or to submit entries, please contact:
Lisa Goldstein at The Screen: M: +44 (0) 7952 407 974 E:  lisa.goldstein@thescreen.org.uk or visit www.lovecontent.org

Posterscope Awarded CPD Platinum Accreditation by IPA

Posterscope has been awarded its fourth Gold and first Platinum CPD award from the Institute of Practitioners in Advertising (IPA).  Only 27 agencies were awarded Gold for their Learning Development Programmes, with just 13 of those winning Platinum.
The gold accredited agencies are: 23red, Abbott Mead Vickers BBDO, Bray Leino, FCB Inferno, Generation Media, Gyro, Havas Worldwide London, Hunterlodge, JWT, Kitcatt Nohr Digitas, Leo Burnett, Lowe Profero, M2M, Material, Manning Gottlieb OMD, MBA, MEC, MediaCom Edinburgh, MediaCom London, McCann Manchester, Ogilvy & Mather Group, PHD Media, Posterscope, Starcom MediaVest Group, Total Media, Woolley pau gyro, ZenithOptimedia UK.Criteria for achieving a Gold CPD accreditation are rigorous. Agencies are required to write a paper demonstrating the effectiveness of their CPD programme on business success. Their submissions must outline a holistic approach regardless of the size of available budget and show creativity in building an energetic learning culture, in support of real business objectives.It is important that the agency delivers clear evidence that the CPD practice lies at the heart of their business and is not just an ‘add-on’.The new platinum award has been implemented to encourage member agencies to sustain their commitment to outstanding professional development.
The IPA’s recent publication Why CPD is good for your business reveals that IPA CPD gold accredited agencies report, on average, 98% client retention, business growth in the region of 10% year-on-year and an average of eight new business wins a year.
Full details on IPA Gold CPD Accreditation can be found here.
Says Scott Morrison, Founder of the Business Accelerator and 2013 Chairman of Judges: “I believe that positively disrupting people and organisations accelerates the potential for them to sense, adapt and respond to new and incredible opportunities in their markets. As Chairman of Judges this year, the team and I have engaged with some brilliantly well thought through plans that do just this. The robust, passionate and challenging conversations we had reinforce that the high standards the CPD gold award represents must be upheld to deliver the highest performing, most responsive and professional agencies in the world. Congratulations to those who have reached these outstanding heights.”
Says Patrick Mills, Director of Professional Development, IPA: “The entries we’ve received have really showcased the high standard of learning and development in IPA member agencies and the incredible innovation in how the training is delivered, along with more metrics being employed and more emphasis on evaluation. What is clear is how agencies are seeing the direct and powerful link between investing in their people and business performance and proving it – long may it continue!”
The IPA’s CPD programme offers inspirational career development and training through engaging and effective courses and award-winning qualifications, ensuring agency practitioners’ skills always match their clients’ needs. 2014 marks the tenth year of IPA qualifications and the 10,000th certificate will be awarded in this year.
Individual citations for the CPD Gold accredited agencies from the judging panel:
Posterscope
In facing some of the biggest changes ever to affect the out of home agency landscape, Posterscope has provided a stunning example of how a CPD culture can successfully underpin the effort to adapt and thrive. Their submission showcases the wide range of training activities available to staff, catering for both core and specific skillsets.
 
 
 

Posterscope Steals the Show at the Clear Channel Outdoor Planning Awards 2014

OgilvyOne and Posterscope have won the Grand Prize for the #lookup campaign for British Airways at this year’s Clear Channel Outdoor Planning Awards, held in association with Brand Republic.
The campaign also won the Best use of Innovation in outdoor.
Posterscope also took awards in Best Use of Outdoor in Multimedia for the ‘Skyfall’ DVD release with Vizeum, and Best Use of Continuity with Coca-Cola’s #shareacoke campaign, with Vizeum, MediaCom and Liveposter.
Chris Pelekanou, commercial director at Clear Channel UK, said: “It’s been another great year for outdoor advertising, which was full of fantastic innovation and creativity. This year’s winners really were the best-of-the-best. By putting brilliant planning at the front end of their campaigns, they reached the right people in the right places at the right moments.”
Philip Smith, head of content solutions and studio at Brand Republic, who chaired the judging, commented: “Every year the entries push the boundaries further in terms of scope and innovation. The huge advances in the opportunities that outdoor and DOOH offer have led to planners really thinking creatively and coming up with some fantastic, well-executed campaigns.”
 

Best use of outdoor in multimedia

Fox Home Entertainment, Skyfall, “Skyfall DVD” by Posterscope and Vizeum
Highly commended: #scrabblechallenge for Mattel by Posterscope, Carat, Liveposter and Oakwood

Best use of digital

Highly commended: Mini, “Mini not normal” by Posterscope, Vizeum, Iris, Liveposter and Koffeecup

Best use of innovation in outdoor

British Airways “#lookup” by OgilvyOne and Posterscope

Best use of continuity in outdoor

Coca-Cola, “#shareacoke” by Posterscope, Vizeum, MediaCom and Liveposter
Highly commended: BT, BT Sport, “channel launch” by Posterscope and Liveposter

Grand prize winner

British Airways “#lookup” by OgilvyOne and Posterscope
 
​For the full list of winners and commended entries, visit www.clearchannel.co.uk/planningawards.

Clear Channel Outdoor Planning Awards 2014 Shortlist Revealed

Among the outdoor specialist agencies Postercope is out in front with eight nominations, while Kinetic had five shortlisted entries, Talon has four, Rapport has three and Meridian has two.
This is the eighth year of the outdoor planning awards and winners of the five award categories and the Grand Prize, selected from the five category winners, will be announced at an invitation-only event on 23 April.
The judges included leading media planners including Adam Foley, the head of strategy at Starcom MediaVest Group, Ian Edwards, the managing partner, strategy at Vizeum and Hamid Habib, a managing partner at OMD UK.
Chris Pelekanou, the commercial director at Clear Channel UK and one of the judges, said: “Great planning in outdoor advertising helps brands connect with their target audiences with pinpoint precision. I was blown away by the brilliant planning behind this year’s entries.
“This is the eighth year we have run these awards with Haymarket Brand Republic Group and my fellow judges agree that this has been one of the most inspiring set of entries since the award’s inception.”
Philip Smith, the head of content solutions and Studio, Haymarket Brand Republic Group, chaired the judging panel.
Also on the judging panel were Jo Lyall, the joint head of client leadership at Mindshare; Mike Baker, the chief executive of the Outdoor Media Centre; Sally Weavers, the managing director at Initiative; Sarah Leach, the connections and media director for North West Europe and the Nordics at Coca-Cola, and Simon Andrews, the founder of Addictive.
Each of the five category winners will receive a prize of £1,000, while the overall Grand Prize winner will receive £30,000 of advertising space with Clear Channel for the winning client and a luxury short break for two for the winning planner.
For more information on the awards please visit: www.clearchannel.co.uk/planningawards.
 
The full list of shortlisted entries for 2014:
Best use of digital in outdoor
Danone, “Volvic juiced” by Kinetic, MEC, Frank PR and Grand Visual
Google, “Google outside” by Talon, OMD UK, R/GA and Grand Visual
Johnson & Johnson, Benadryl “social pollen count” by Kinetic and MEC
Mini, “Mini not normal” by Posterscope, Vizeum, Iris, Liveposter and Koffeecup
RBS Group, NatWest “NatWest mobile banking” by Meridian, ZenithOptimedia and Liveposter
 
Best use of outdoor in a multi-media campaign
BSkyB, Sky Broadband, “fibre launch” by Rapport and MediaCom
Confused.com, “quickquote” by PHD and Talon
Fox Home Entertainment, Skyfall, “Skyfall DVD” by Posterscope and Vizeum
Mattel, Scrabble, “#scrabblechallenge” by Posterscope, Carat and Liveposter
Pepsico, Tropicana, “paint London orange” by OMD UK
Specialist Holiday Group, Sovereign Luxury Holidays, “stark contrast” by Rapp Media
 
Best use of continuity in outdoor
BT, BT Sport, “channel launch” by Posterscope and Liveposter
Coca-Cola, “#shareacoke” by Posterscope, Vizeum, MediaCom and Liveposter
Nestle, Nestle Confectionary, “long term laydown” by Posterscope
Samsung, Multiple Brands, “long term holding” by Rapport and Cheil
Sony PlayStation UK, PlayStation 4 “PlayStation 4 Launch’ by Manning Gottlieb OMD, Talon, Grand Visual, Curb Media and Drum
 
Best use of innovation in outdoor
British Airways “#lookup” by OgilvyOne and Posterscope
O2 “4G” by Meridian Outdoor, ZenithOptimedia and Newcast
Unilever, Lynx “Lynx Apollo” by Kinetic, Mindshare and Grand Visual
 
Best use of multiple formats in outdoor
Art Everywhere by Posterscope and Vizeum
Camelot, National Lottery Instants, “surprising numbers” by Havas Media, Talon, Grand Visual and OMD UK
Diabetes UK, “care connect campaign” by Kinetic and The Gate Worldwide
Microsoft, Microsoft Office 365, “work from anywhere” by UM London, Rapport
TSB, “launch of TSB Bank in the UK” by Kinetic and MEC
Virgin Trains, “fly Virgin Trains” by Manning Gottlieb OMD
 
Via: Brand Republic

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