Concord highlights lack of creativity in outdoor campaigns

The poster buying specialist, Concord, has called for higher standards of planning in the outdoor advertising sector, and has created a new strategic planning operation to spearhead improvements.

The poster buying specialist, Concord, has called for higher

standards of planning in the outdoor advertising sector, and has created

a new strategic planning operation to spearhead improvements.



The unit, called Quantum, is designed to focus on developing innovative

ways of planning outdoor campaigns to improve the standout and impact of

poster advertising.



According to Lara Salem, the newly appointed head of Quantum, the poster

industry must take a more active role in strategic planning issues.



The idea is to provide a forum for tackling outdoor advertising issues

that would not otherwise receive the necessary level of attention.

Quantum claims to be the first strategic planning unit to be set up by a

poster specialist.



Its first objective is to provide guidelines to advise planners on how

many poster sites their campaign requires and how many times people will

ideally need to see them for the ads to be effective.



Research is being conducted to quantify the correlation between weights

and frequency versus effectiveness - an area which Salem said has not

been the subject of a formal report before. ’This will be a definitive

study which will maximise the investment made in the poster medium by

advertisers, and avoid wastage.’



Salem, a Concord board director, will report to Concord’s managing

director, Nigel Mansell, and head a team of three other executives:

Nicole Guerretta, Oliver Ford and Tom Ransome.



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