Campaign Poster Advertising Awards 1997: Effectiveness Awards - The Effectiveness Awards Judges - Winning at the outdoor game

It seems strange that the Poster Effectiveness Awards are only three years old. Before 1995, did clients really not worry about whether outdoor advertising worked or not? Or was it that the medium was too frequently regarded as a secondary or ancillary activity not meriting the rigorous analysis afforded to TV or press spend?

It seems strange that the Poster Effectiveness Awards are only

three years old. Before 1995, did clients really not worry about whether

outdoor advertising worked or not? Or was it that the medium was too

frequently regarded as a secondary or ancillary activity not meriting

the rigorous analysis afforded to TV or press spend?



Much has changed in a few short years. The growing voice of the

financial director in rightly demanding greater accountability from his

marketing colleagues and the increasing discipline being brought to

media buying through the involvement of professional purchasing people,

have hopefully consigned gut-feeling evaluation to the waste bin of

history.



This year’s awards entries demonstrated beyond reasonable doubt that

agencies understand the needs of their clients to quantify the

effectiveness of their outdoor spend. On the whole, they were tightly

written, giving judges a demanding time in differentiating between

relative standards of excellence.



Of course, some entries distinguished themselves by demonstrating the

measurable success of the creativity of executions or media

planning.



But the range of different approaches clearly demonstrated the growing

appreciation of outdoor’s exciting flexibility and real ability to build

business.



This is a win, win, win situation. It’s good for the medium, good for

agencies and good for clients. Two questions remain. If you are not

evaluating the effectiveness of your outdoor campaign - why not? And if

you have and it worked, why not submit it for next year’s awards? The

tougher the competition, the better for all concerned. Let’s double the

entries in 1998.



Left to Right

Dominic Owens

Head of Marketing Communications

BT

Marco Rimini

Vice-chairman

CIA Medianetwork

Merry Baskin

Head of Account Planning

J. Walter Thompson

Mike Sommers

Lead Partner for Marketing

Price Waterhouse

Chris Morley

Chief Executive, International Poster Management, and Chairman, Council

of Outdoor Specialists

John Hooper

Director-General ISBA



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