My Media Week: John Wolstenholme

John Wolstenholme, managing director, Kinetic Aviator finds the OOH creative for Spectre as impressive as the much-anticipated film.

John Wolstenholme: managing director, Kinetic Aviator
John Wolstenholme: managing director, Kinetic Aviator

Monday

With the clocks going back at the weekend, the early start to the week feels slightly less painful, although LBC, every cabbie's favourite radio station, is still a bit too much of a rant-fest for me on the way to the airport at this time of the morning.

It's half term so the airport's incredibly busy. I've never seen such a long queue for coffee in Gatwick North, thankfully I'm off the caffeine. Heading straight to the gate, I can't miss the Avios advert on the North Eye rotating digital panel which reminds me that I do need to use the points, not just collect them.

On the flight to Amsterdam for meetings with GroupM agencies I pick up a free copy of i newspaper to read after we’d taken off as I can’t update the Guardian online anymore. I also read through the inflight magazine. Each one provides a random connect moment with two opposing stories about bears.

The inflight has a story about the bear population of the Asturias Mountains in Spain where the bear population has increased by 130% in the past 25 years due to a scheme to compensate locals for damage done by bears.

The newspaper however points out that Florida has issued 4,000 bear hunting licenses but only has a population of 3,700 bears. As they say, you do the math.

Tuesday

Normally I cycle to work when I'm in London but, overwhelmed with a big dose of "not this morning" after getting back very late yesterday evening, I catch the train instead, which gives me a chance to flick through the Metro and trawl the internet.

A day of internal meetings discussing budgets and 2016 planning all come to an end in time to head off to the swimming pool.

Netflix continues to absorb the end of my evenings. We're currently watching, in rapid back-to-back fashion, the series Les Revenants, which is great so far. I have to admit I can't remember the last time I saw a TV advert.

Wednesday

Presumably due to the rain and half term, the roads are Bank Holiday quiet for the cycle in, although I have to wring my socks out when I arrive at the office.

It's fair to say that simply for self-preservation, I pay a lot of attention to buses and taxis when cycling in London and naturally I'm a little biased but some of the new creative on the streets is fantastic.

I love the Coke buses and the Spectre work is a real head turner, although that can be a little dangerous when you're on a bike.

We meet with EYE Airports regarding the transition of the Gatwick and Manchester contracts to Airport Media Ltd, Tom Goddard’s new business.

During the cycle home I think about how little media I actually see. Like so many busy Londoners, the overwhelming majority is OOH or online and the cycling means that I infrequently read the Metro or Standard.

That evening we go to see the hotly anticipated Spectre which turns out to be a really enjoyable Bond film, in a very busy cinema. I think I learned everything I needed to about the film from a mix of word of mouth, editorial reviews, press and OOH advertising but research would probably tell me the reason I bought a ticket was that I saw the ad on TV.

Thursday

A properly early start to get to Geneva in time for the Neo Advertising Geneva Airport launch event at which Janice Tan, the new global head of Kinetic Aviator, is speaking on the future of the connected traveller.

The trip to the airport is an OOH showcase. Ocean's digital 96 sheet at Wandsworth, followed by the iconic JCDecaux structure on the roundabout, on to Hammersmith flyover for Gateway panels before the DOOH showcase that is the A4 flyover and finally arriving at Heathrow T5 to be presented with JCDecaux's very impressive T5 towers, which are currently showing our client, Chanel.

Arriving at airports in other countries the media still stands out but so often the words don't mean much to me due to the different language.

JCDecaux Airports have started to work with digital panels and flight arrival information to present adverts with copy in the originating country's language.

Perhaps it’s harder for us to appreciate due to the ubiquity of English but it seems to provide serious stand out to people seeing copy in their own language in a foreign destination.

Friday

I caught the TGV to Paris from Geneva last night so wake up in one of my favourite cities ready for meetings with GroupM agencies and our OOH partners in Paris at Poster Conseil. 

Really busy Eurostar back to London. I'm sitting near a couple of French guys who are very excited to have tickets to the Rugby World Cup final. I'm not envious at all.

The lowdown

Age: Older than a millennial, younger than a silver surfer
Favourite media: Besides OOH – books, Cycling Weekly and Netflix.
My biggest inspiration: Cyclist Eddy Merckx
Dream job: Cycling team manager
Not a lot of people know this about me: One year when I wasn't working, I skied on 250 days of the year 

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