Adshel is to launch a research service for the outdoor industry,
which will assess the effectiveness of creative treatments in outdoor
The Creative Research Service will be available free to advertisers
using the Adshel Research Monitor from October. The company claims it
will "show whether campaigns should be acclaimed or shamed".
"Too much detail" is the biggest mistake that creatives make when
designing posters, according to Yvonne O'Brien, the director of
marketing for the More Group, which owns Adshel. "The simpler and
clearer the message, the greater chance it has of cutting through the
Stevie Spring, the chief executive of the More Group, added: "I'm
staggered by the number of posters that are designed so that they can't
be read. No other medium, even in really inept creative hands, allows
such a demonstrable waste of clients' money."
Adshel has teamed up with the research company Millward Brown for the