The Campaign Poster Awards have been running for 20 years.
Recently, the medium has been going through something of a a purple
patch, riding the back of famous campaigns such as Wonderbra, Benetton,
Pretty Polly and Wallis.
Perhaps it’s because, amid the constant talk about the fragmentation of
media and, in particular, the efficacy and cost of television
advertising as we enter the digital era, the power of posters as a mass
medium has never been more apparent.
Those high-profile campaigns have focused attention on the poster
industry.
Agencies - and particularly their creative departments - now want to be
associated with the outdoor medium.
Contractors and specialists have capitalised on this by enticing a
series of significant new advertisers to a medium whose renewed
confidence is clearly visible in the quality of this year’s 1998
Campaign Poster Awards winners. Campaign thanks all of our sponsors who
help make the awards the industry’s own event.
Awards schemes such as this showcase the work, with the intention of
inspiring others to the same heights, hopefully establishing a virtuous
circle. Evidence of this can be witnessed in the innovations category,
where what would once have been dismissed as stunts have become part of
the mainstream.
I’m sure you won’t agree with all the winners, but I hope you concur
that the overall standard shows that the poster industry is thriving and
represents a hotbed of creative effectiveness.
BEST FASHION, BEAUTY, HEALTHCARE OR TOILETRIES POSTER - ADSHEL
Adshel is one of the fastest growing media. More than 75 per cent of the
top 100 advertisers use Adshel, recognising the impact that its
campaigns achieve.
This exciting medium was launched in 1987 with 1,200 panels in Greater
London. Now there are more than 30,000 panels nationwide.
The location of each site is plotted by computer to within one metre,
enabling our planning team to network groups of panels that offer the
best locations and distribution for complete national and regional
coverage.
In addition, our mapping facility is flexible enough to ensure that
different campaigns deliver specific audiences. For example, the Key
Locations campaigns are ideal for upmarket shoppers and the Shopping
campaigns cannot be ignored by fmcg advertisers.
POSTAR, with its rigid definition of coverage and frequency, means that
Adshel can guarantee audience delivery whatever the time of year.
One of the unique aspects of Adshel is its ability to communicate with
young people - an audience other media find increasingly difficult to
capture. Its Youth campaigns have proved extremely effective in building
awareness with those elusive 18- to 24-year-olds.
Our commitment to accountability is also demonstrated by the Adshel
Research Monitor, a free research service, which measures the
effectiveness of London and national Adshel Citylight campaigns
fortnightly. With more than1,200 ads in the database, we can provide
multivariate analyses.
BEST USE OF ILLUSTRATION - AUGUSTUS MARTIN
Augustus Martin is the largest producer of posters in the UK, and is
sponsoring the best use of illustration award for the fifth consecutive
year.
As a leader in poster printing for more than 30 years, Augustus Martin
has been privileged to develop close working relationships with many
leading agencies and brands. The company’s range of capabilities is
extensive and includes four- to 96-sheet posters, bus and taxi sides,
Adshel superlites/supabrites, and a variety of other media.
The key to Augustus Martin’s service is the major investment that has
been made in production capacity, which covers three major print areas,
ie: screen process - in which it is the largest in Europe -
lithographic, and digital imaging.
Indeed, the overall resources are formidable with some 500 staff
employed at a four-acre factory complex in Bromley-by-Bow. The most
advanced printing technology in the world is to be found there; in fact,
all aspects of production are carried out in-house, including fully
digitised pre-press operations and extensive finishing facilities.
Research and development is another key aspect of the Augustus Martin
success story and a rich reservoir of printing innovations has been
created to provide novel and striking ways of using the poster medium.
For many clients, the company is automatically the first port of call
when seeking specialist printing effects to achieve a creative
objective.
Augustus Martin is also a leader in the field of point-of-sale display
and other promotional print and offers retail organisations the option
of a complete stock management and distribution service.
For further information contact Ken Hayzer on 0171-537 4200.
BEST 48-SHEET POSTER - BLADE
Blade gets the best value and gives the best value in outdoor
advertising.
We succeed because our aim is to get as close to the market as we
can.
To achieve this, we have the greatest resources in outdoor buying, both
at head office and in the field. We are the biggest buying point in the
industry, and this is advantageous to our clients. Uniquely, we have a
specialist in every segment of the market and we operate in all aspects
of the market every day.
In the past year, Blade bought 50 per cent of the quality package
market.
Blade’s clients have 20 people working for them on their buying
alone.
How many have you got?
We are happy to sponsor the poster awards because we think it is an
opportunity to target the right people. You are reading this, so thank
you for making this another successful piece of buying.
Steve Wilson, the managing director of Blade, is also the chairman of
the Poster User group and a member of the POSTAR Development Advisory
Group.
BEST USE OF UNDERGROUND, METRO OR RAIL ADVERTISING - BOVINCE
Established for more than 40 years, Bovince Limited is one of Europe’s
largest screen process printers. It is based in Walthamstow, E17 and
employs 60 staff.
With 12 machines and 24-hour working, Bovince has the capacity to handle
all screen print requirements - from four-sheet through to 96-sheet
posters, Adshel superlites, bus-sides and bus-backs, banners, backlit
PVC skins, and all point-of-sale display work, including clear focus
film. Bovince works for most of the UK’s leading advertising agencies,
outdoor advertising specialists, national advertisers and bus companies,
and has received many awards for its work. It can offer clients a full
service with its in-house design, repro and proofing facilities
in-house, Apple Mac workstations and ISDN lines.
Bovince is ISO 9002 accredited for quality assurance, ISO 14001 - and
EMAS - accredited for its environmental management systems and has
recently achieved the Investors In People standard.
Bovince invests in the community through the modern apprenticeship
programme and has a commitment to support education, training and
community affairs wherever it can. The company offers work experience
for school-leavers and also recycles safe wastepaper through charity
scrap projects nationwide.
For more information, contact Leigh Rosen, sales director, tel: 0181-527
0047, fax: 0181-527 0453.
READERS’ AWARD - CONCORD
Concord is the UK’s leading independent agency specialising in
out-of-home media. The company has continued to strengthen its
authoritative position through commitment to the highest levels of
service to its customers.
It is the only specialist to have won the BSI ISO 9002 quality kite mark
for service. Audited by BSI, this accreditation is now in its third
year.
- Independent
- BSI ISO 9002 quality service accreditation
- Strategic Planning
- Innovation
- Accountability
- Transparency
- pounds 70 million billings
- Centralised appointment expertise (45 per cent of billings)
Concord continues to champion ambient media and the innovative use of
this sector has successfully given Concord’s clients a point of
difference and an edge in campaign awareness. For the first time, this
increasingly important sector has been quantified in Concord’s ’Ambient
Media Report,’ published in July this year.
Seventeen per cent growth, further recruitment, and continued investment
in providing the account teams with the right tools and the right
training have ensured increased market share, and yet another successful
year for Concord. Billings this year should top pounds 70 million.
Additional services and resources are available via Concord’s parent
company, Alban Communications. These have been expanded
internationally.
Alban’s European Network, ONE (Outdoor Network Europe) continues to
flourish, and with OuterSpace, a new joint venture with Primesight
International, the Alban group has an unparalleled worldwide airport
capability.
For further information, contact Nigel Mansell or Alan Simmons on
0171-543 4444.
BEST SIX-SHEET/CITYLIGHT POSTER - JCDECAIX
JC Decaux is the world’s largest street furniture advertising company,
with a presence in more than 1,100 cities across Europe and the US.
JC Decaux has the reputation of bringing people the very best in outdoor
advertising. The quality of our designs, maintenance and service has set
the industry standard; bringing innovation and the best possible
locations to our advertisers.
We are now proud and excited to be able to bring you the most innovative
point-of-sale advertising medium by announcing the roll-out this autumn
of our partnership with Tesco.
Tesco is the UK’s largest grocery retailer, with more stores, more
retail floor space and a revolutionary and dynamic approach to
marketing. By combining Tesco’s strengths in retailing and JC Decaux’s
dedication to the best in outdoor advertising, these networks create a
new and exciting communication opportunity.
Two hundred Tesco superstores have been targeted and each has been
carefully mapped in order to identify the ’hot spots’ within the car
park. By using specially commissioned furniture, JC Decaux locate
back-lit panels that guarantee advertisers maximum visibility and
impact.
Together with JC Decaux’s established ’roadside’ network of Citylight
panels in key British cities, the company is on target to achieve 10,000
panels by the end of 1999.
BEST GROCERY, SOFT DRINKS OR HOUSEHOLD POSTER - MAIDEN OUTDOOR
ADVERTISING
Maiden Outdoor is delighted to sponsor the best grocery category at this
year’s Campaign poster awards.
Maiden is one of the largest UK Outdoor media owners and one of the most
progressive. In 1991, the company launched Flagship, the first
illuminated 48-sheet campaign. Subsequent innovations include campaigns
specifically designed to target youth, housewives or AB business people.
Maiden also introduced the first national backlit campaign - Apollo.
Continued investment in the medium is demonstrated by the company’s
pounds 3 million commitment to Operation Floodlight, which will provide
a minimum of 45 per cent illumination across all Maiden’s 48-sheet
campaigns.
Maiden is also investing in its railway advertising products. Working in
close co-operation with the train operating companies and RailTrack, the
company has introduced, among other initiatives, a major six-sheet
development programme designed to give increased quality and impact.
As well as being a major force in large formats, Maiden has recently
diversified into the six-sheet sector concentrating on non-roadside
environments.
This includes six-sheets at supermarkets and shopping malls, creating a
targeted, niche outdoor option.
An exclusive concession with Safeway was set up to develop a national
portfolio of panels at Safeway supermarkets. Similar concessions with
Somerfield, Asda, Kwik Save, Morrison and Savacentre have been added,
giving advertisers the opportunity to reach 20 million UK shoppers per
week.
Maiden is a customer-led company and has based its range of added-value
services on client requirements. These services include Maiden Mentor, a
pre-testing facility for creative work, and Maiden Postercall, a
research service quantifying the role of Outdoor within the direct
response mix.
Outdoor advertising continues to be one of the most dynamic sectors in
advertising and Maiden continues to be at the forefront of its
development.
BEST 96-SHEET POSTER - MORE O’FERRALL
With 60 years’ experience in outdoor, More O’Ferrall has consistently
provided supersite campaigns that lend prestige, stature and impact to
advertising.
Combine that impressive creative canvas with the best locations and the
best distribution and you have the most dominant, forceful campaigns in
the market.
Quality is of paramount importance and More O’Ferrall offers sites that
are unique in their location, illumination, presentation and
distribution.
More O’Ferrall supersites are uncluttered and are positioned facing or
angled to traffic, so that they dominate the landscape as drivers head
towards them.
More O’Ferrall is the only contractor to provide state-of-the-art white
light illumination which ensures that every single inch of the panel is
visible even on the darkest night.
Every panel has the same smart livery, protecting both company and
client reputation. With sites in almost every major town and city with
populations of more than 100,000, More O’Ferrall is dedicated to
development on roads with the highest traffic flows, resulting in the
hardest working campaigns.
Our reputation for market leadership is well founded. Over the past
year, we have re-entered the 48-sheet market and now have a strong
presence in London and Granada, and campaigns in Anglia, Meridian,
Yorkshire and Central.
MOST INNOVATIVE USE OF OUTDOOR - OUTDOOR CONNECTION
Once again we are delighted to sponsor the innovation category,
particularly this year when creative use of the medium has come of
age.
Our own company involvement in this sector has been exceptional. Here
are three examples - Cadbury Snack’s use of 3D cut-outs, American
Airlines’ unique sponsorship of Bank Station, and Yellow Pages’
multi-faceted use of the transport medium including the first use of
illuminated bus-sides.
As the Madrid conference highlighted, the outdoor medium has never
offered so many dynamic, exciting opportunities. Of course, to stay at
the cutting edge of planning requires dedicated, comprehensive
specialist knowledge.
However, it also requires something more - the ability to distinguish
and rationalise what is relevant for the needs of each advertiser, from
beer mat advertising to broadcast 96-sheets.
Outdoor Connection is owned by BMP DDB, New PHD and Alban
Communications, bringing together two leading media companies with the
leading Outdoor specialist group. This results in planning excellence
and massive buying leverage. Our ownership demands that we provide gold
standard service in our specialist field.
Looking forward to next year, it is even more important that your
specialist is able to offer accountable, objective, best advice on all
facets of our medium.
If you want to know more about Outdoor Connection, please call Carole
Kerman on 0171-307 9700.
BEST MEDIA OR ENTERTAINMENT POSTER - 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.
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 ISO 9001 quality mark.
Outdoor Focus offers the latest in systems and technology with a
hands-on service that is second to none.
BEST USE OF TYPOGRAPHY - PC&DS
PC&DS was formed in 1983 by Eric Mould and Tony Gibbs to offer a poster
distribution service to the outdoor industry. It competed with two
established operations, both of which have since ceased trading, leaving
PC&DS as the sole specialist provider of poster distribution and
storage.
PC&DS has modern links to all Council of Outdoor Specialists members
through which it receives campaign details. It feeds these into its own
bespoke computer programme and arranges for national poster campaign
distribution within 24 hours. PC&DS is committed to improving
performance and productivity in the growing and diverse outdoor industry
in all areas, particularly IT.
PC&DS has also computerised its storage system. Details of all products,
designs and the location of current and out-of-charge posters -
numbering in the region of half-a-million and more than 2,000
product/design categories - are stored on computer.
PC&DS is based in Hainault, Essex, in a warehouse some 25,000 feet
square.
It has a staff of 35, 17 of whom have been with the company for more
than five years. The administrative staff who deal with all
specialist/agency/printer and poster contractor queries boast more than
100 years’ experience of the outdoor industry between them and have
thorough problem-solving abilities.
PC&DS runs a fleet of 15 commercial vehicles that cover in excess of one
million miles a year between them. The company base is well located for
the M25 and therefore all motorways, enabling it to cover the country
every working day. Deliveries are made to poster contractor depots day
and night, PC&DS having agreed access to all contractor premises. So
PC&DS is able to deliver posters nationally within 24 hours of them
leaving Hainault.
Since 1983, PC&DS’s founders have expanded into bill-posting and print
finishing through the formation of associated companies. Bill-posting is
undertaken through Felgate Billposting, which covers London, Anglia and
the home counties for all major poster contractors, including Maiden
Outdoor and More O’Ferrall. Print finishing is provided by PC&DS
Finishing.
This company provides a collation service to the poster printing
industry.
Through both these operations a level of service has been established
that has helped move the outdoor medium forward in terms of speeding up
the printing process, especially with larger campaign sizes and by
cutting posting times while still improving presentation standards.
This group will continue to provide investment to help make the outdoor
medium more effective and successful.
BEST USE OF PHOTOGRAPHY - PHOTONICA
Photonica is different: where traditional photo-libraries offer neutral
imagery in which the fact depicted is all-important, Photonica has
specialised in the metaphorical, the allusive, and the non-neutral. In
other words, Photonica makes available the kind of pictures art
directors would otherwise have to commission. Photonica represents
photographers who have something to say with their pictures, and the
skill with which to say it.
Photonica will be launching their first European catalogue in
October.
The contributing photographers have good reputations in art photography,
in journalism, in commercial work, anywhere where strong pictures are
important. This catalogue makes other stock look like clip-art, and it
brings more choice to people who want their pictures to be as strong as
possible even when they use stock.
Photonica’s new catalogue is called HOT - and it is.
BEST ALCOHOLIC DRINKS OR TOBACCO POSTER - PORTLAND OUTDOOR
ADVERTISING
Since its formation in 1976, Portland’s primary objective has been to
achieve better value in the outdoor medium for the clients and agencies
with whom it works.
Portland’s 87 UK staff includes its sister companies, PrimeAds
International and Media Insight Outdoor, as well as its North of England
office based in Manchester. More than two-thirds of resources are
dedicated to buying and account handling.
During 1997, its site evaluation system (PSV) for measuring quality was
entirely updated. All 48-sheet and larger roadside sites in the UK have
been independently re-evaluated, photographed and GIS mapped to provide
vehicular and pedestrian scores and to run in parallel with POSTAR.
Worldwide, this PSV analysis extends to half-a-million sites and forms
an integral part of our global mapping technology, applied consistently
to provide national, international or cross-continent campaigns for all
sizes of outdoor signage.
The company’s continued investment in its global product has brought a
consistency of approach to all markets it operates in, and has helped
Portland establish offices in every continent servicing clients in more
than 50 countries.
Portland’s global market position and billings of pounds 130 million are
the result of a positive approach to making outdoor advertising more
accountable and successful and a consistent investment in its business
and in technology.
Its commitment to continued investment has contributed to making it the
largest and most influential out-of-home planning and buying company in
the world.
BEST AUTOMOTIVE POSTER - POSTERSCOPE
This year we inadvertently stirred up a bit of a hornet’s nest calling
ourselves the ’poster experts’. None of our clients had any problem
about our making this distinction.
But some of our competitors, to our surprise, seemed a little put out!
So, how do we justify this?
First, like all service-led businesses our key resource is our
people.
This year, Posterscope was the first media company to be awarded the
status of Investors in People, the ultimate recognition of staff
training, development and fulfilment.
Then there is our belief that the best people perform even better when
equipped with the most powerful support systems. To give our planners
and buyers the technological edge over the competition we developed
PRISM (Posterscope Research Integrated Systems & Models).
PRISM is an extraordinarily advanced suite of planning and buying tools,
that, in the hands of our team of experts, brings to our clients’
campaigns the kind of control, precision and accountability not
previously associated with the outdoor medium.
So how are our clients reacting? It would appear with even greater
confidence, since our UK billing will grow this year to pounds 120
million and reinforce our position as the UK’s largest buying point.
Further evidence has been the launch of a new joint venture, Premier
Outdoor, with MBS, alongside our established and successful partnerships
with Zenith (Meridian) and the Media Business (Media Business
Outdoor).
Finally, our expertise is acknowledged and appreciated well beyond the
confines of the London media scene. Our Irish and international
operations continue to flourish; and our Manchester-based company,
Posterscope in the North, is clear leader in its market with around 50
per cent share.
We’re pleased to report that our rivals are - for the most part - back
on friendly terms with Posterscope again.
We’re glad. We see no reason why experts and specialists shouldn’t get
on with one another.
BEST FIRST USE OF POSTERS - PRIMELIGHT
Primelight is one of the fastest growing and most successful outdoor
advertising companies in the UK. The company, which began in 1994, now
offers comprehensive national and regional six-sheet campaigns and a
unique conurbation campaign that allows advertisers to reach a high
proportion of the population.
At Primelight we have found that being one of the newer players has
given us a fresh perspective of the industry. Our coverage and site
development policy is based single-mindedly on listening to what media
professionals and advertisers really want.
The criteria we use when creating packages and selecting sites is based
on two principles: all our panels are on A or B roads, delivering
balanced coverage and distribution within a given area without the
restriction of only being able to build panels on bus routes; and more
than 90 per cent of any Primelight campaign will always be head-on - the
orientation buyers want.
All our displays are carefully designed to lead the eye - with minimum
distraction - directly to the advertiser’s message. Our six-sheets are
regularly serviced and cleaned and, thanks to our new advanced light box
technology, illumination levels are high and the lighting is evenly
distributed with no flickering.
We also provide a high level of quality information, delivering not only
the POSTAR scores you need, but also advanced computer mapping and full
details of the precise nature of each Primelight panel, right down to
distance from kerbside and proximity to retail outlets.
If you would like more information on the Primelight approach, please
call Simon Tapsall on 0171-393 4900.
Primelight is part of Primesight plc, which is publicly quoted on the
London Stock Exchange.
BEST USE OF TAXI ADVERTISING - TAXI MEDIA
Now celebrating our 25th anniversary as the market leader, Taxi Media
has enjoyed another year of innovation and rapid growth.
We have seen the effective launch of a number of dramatic livery
campaigns and new products as well as leading the way in international
and national taxi advertising developments. In the past year, we have
consolidated our partnerships in the Middle East and Europe while still
providing national campaigns in the UK.
The medium remains unique in its ability to add value to mainstream
usage by directly interacting with the passenger through product
placement, promotions, and PR functions, alongside its dynamic
penetration of key city centre markets.
A number of media claim to cover London, but none can match the
combination of concentration and dominance Taxi Media delivers within
the critical central London area. Taxi drivers are visible across the
city 24 hours a day.
This concentrated effort brings results against the critical market and
audience focused in the heart of the capital city, the highest density
of purchasing power in the UK, covering politics, business, retail,
entertainment, tourism and media, ensuring a high impact on a vital and
affluent audience with minimum wastage.
Continuing its pattern of product innovation, Taxi Media has now
launched the dramatic superside product, giving media buyers a chance to
purchase tactical campaigns with full ’cab ownership’.
Over the past year, we have moved from strength to strength with our
liveried products, demonstrating taxi media’s leadership of the
market.
Recent campaigns this year include the Spice Girls’ album launch and the
dramatic Heart FM campaign, giving superb creative impact all over
London.
Our innovative approach to production ensures that the pricing of livery
is now affordable and cost-effective. Taxi Media continues to be
committed to providing our clients with long-term, cost-effective
campaigns with added PR value.
Contact us about your next campaign and join our list of satisfied
customers.
BEST USE OF BUS ADVERTISING - TDI
TDI entered the UK market in 1994 with the acquisition of London
Transport Advertising. London Underground media remains a key component
on London media schedules; buses have emerged as a genuinely national
broadcast media network. TDI has extended the scope of transport
advertising in the UK with recent contract wins for tram
advertising.
TDI offers an integrated sales and marketing service for advertisers
seeking a one-stop-shop package incorporating campaign design, poster
production, advertising effectiveness research and PR.
The bus medium’s inherent flexibility means campaigns are sold on a
national basis with bespoke packages, by TV region, conurbation or town,
offering broadcast or narrowcast targeting, backed by research.
The Mega Rear revolution has swept the streets of Britain over the past
12 months, attracting advertisers from the worlds of fashion, cosmetics,
music and telecoms. Other creative angles include roof advertising,
fully vinyl-wrapped buses, sampling and bus step risers.
Bus advertisers cover international blue-chip names from an extensive
category base, including communications companies Yellow Pages and
Vodafone; fashion houses such as Armani and DKNY; fmcg brands Persil and
Nestle; and entertainment names such as Sony and HMV.
The underground is ripe for innovative media product developments.
Special builds for Yellow Pages (fully liveried tube train), Vaseline
deodorant (strap-hangers) and American Airlines (280 ft trav-o-lator
mural) illustrate the range of possibilities.
TDI handles exclusive sponsorship rights for Underground property.
Current sponsors include Nicotinell (no smoking signs); Capital Radio
and Xfm (whole Underground stations). The impending millennium
celebrations and sponsorship opportunities for the Jubilee Line
extension promise worldwide media attention for potential sponsors.
For further information, please contact, Robert Thurner at TDI, tel
0171-428 2828.
