Watch: British Airways work is future of billboard advertising

British Airways work is the "future of billboard advertising", according to Tham Khai Meng, Ogilvy & Mather's creative chief.

For innovation, the British Airways "magic of flying" work is the "future of billboard advertising", said the chief creative officer.

Speaking exclusively to Campaign during the Cannes Lions festival, Khai Meng said: "I’ve not seen some categories do too well", but the "ability to measure yourself against the competition" is a useful element of the event.

"The key contenders are the big players – BBDO and BBD."

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