Campaign Poster Advertising Awards 1997: The Sponsors Profiles - Best Fashion, Beauty or Toiletries Poste - Outdoor Focus

Outdoor Focus is a joint venture company owned by the CIA Group and Alban Communications. It adopts a highly individual approach to the planning, buying and administration of outdoor, with account directors controlling all aspects of the operation while harnessing specialist buying skills where appropriate - rather than delegating the buying task to a centralised unit.

Outdoor Focus is a joint venture company owned by the CIA Group and

Alban Communications. It adopts a highly individual approach to the

planning, buying and administration of outdoor, with account directors

controlling all aspects of the operation while harnessing specialist

buying skills where appropriate - rather than delegating the buying task

to a centralised unit.



This unique, hands-on service enables it to ensure that it keeps pace

with the increasingly complex world of outdoor.



The POSTAR research system is the forerunner of a data explosion with

information combining demographics, population movement and methods of

transport becoming more accessible and manipulable.



This will enable outdoor to be planned and bought in the same

sophisticated way as other media, but will require a high level of

expertise and technical know-how to handle it. The ability to exploit

the potential data overload needs to be available to as many people as

possible. It should not sit in darkened rooms with one user.



Outdoor Focus’s unique account-handling system and the investment it has

made in technology and training will enable everyone to use the data in

all the elements of planning and buying.



With all this expansion of skills, the term poster specialist is really

no longer an adequate word to describe the service provided by Outdoor

Focus. This rather tight definition tells only half the story.



The company has invested heavily in new technology and, through its

GeoFocus service, offers geodemographic mapping and data analysis second

to none.



GeoFocus extends far beyond outdoor into radio, press and direct

mail.



A crucial tool, as outdoor is in the media mix, will now be a more

quantifiable currency. Outdoor will now have the information to

complement the new structures we see on our streets.



Along with Outdoor Focus’s belief in expanding its service, it also aims

to ensure that it is translating these skills into providing a quality

service to its clients.



It has therefore introduced the control and administration disciplines

necessary to guarantee the service. As proof that these disciplines were

firmly installed in its systems it was the first outdoor specialist to

be awarded the ISO9001 quality mark.



Outdoor Focus offers the latest in systems and technology with a

hands-on service that is second to none.



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