Campaign Poster Advertising Awards 1997: The Sponsors Profiles - Best Alcoholic Drinks or tobacco poster - Portland Outdoor Advertising

campaignlive.co.uk, Thursday, 16 October 1997 12:00AM

This year, Portland Outdoor Advertising is celebrating its 21st year of trading and, with offices now established in every continent servicing clients in more than 50 countries, Portland is the largest and most influential out-of-home planning and buying company in the world.

This year, Portland Outdoor Advertising is celebrating its 21st

year of trading and, with offices now established in every continent

servicing clients in more than 50 countries, Portland is the largest and

most influential out-of-home planning and buying company in the

world.



From its formation in 1976, the company’s primary objective has been to

achieve better value in the outdoor medium for the clients and agencies

with whom it works.



This, and a bedrock of other sound principles, has led to its single

most important focus being a partnership ethic with its agencies and

clients, which has resulted in turnover of almost pounds 130

million.



A belief in the concentration of buying performance forms the very

substance of any specialist outdoor agency aiming to achieve better

value for its clients, and it is of primary importance to Portland.



The company’s continued investment in its global product has brought a

consistency of approach for all markets it is operating in, and extends

to global standard mapping and administrative systems, as well as

Portland’s site valuation system (PSV) for measuring quality, alongside

available independent industry research, such as POSTAR.



During 1997, its PSV system has been entirely updated and all 48-sheet

and larger roadside sites in the UK have been independently

re-evaluated, photographed and GIS mapped, to provide vehicular and

pedestrian scores, and to run parallel with POSTAR information.



This global PSV analysis now extends to almost half-a-million sites

worldwide, and forms an integral part of our global mapping technology

to provide national, international or cross-continent campaigns for all

sizes of outdoor signage.


Portland’s 87 UK staff includes its sister companies, PrimeAds

International and Media Insight Outdoor, as well as its North of England

office, based in Manchester.



Sixty-five per cent of its resources is dedicated to buying and account

handling. And, because it has been in business for 21 years, it has

built strong relationships with all contractors operating in the UK

market and elsewhere.



Portland’s global market position is the result of consistent investment

in its business, technology and positive approach to making outdoor

advertising more accountable and successful.



Its commitment to continued investment in its clients’ business is

assured, as is its continued focus to provide the most visible and

effective outdoor advertising campaigns in all world markets.



This article was first published on campaignlive.co.uk

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