The Week: Vodafone in deals to secure exclusive use of outdoor sites

Vodafone and its advertising agency, Bartle Bogle Hegarty, have introduced an innovative outdoor media strategy in order to push its "make the most of now" positioning.

The mobile company has signed agreements to gain exclusive use of 1,000 outdoor sites for the next year.

The exclusive sites will be focused around major transport hubs in order to target business customers with a variety of products and price messages.

Creative will be rotated frequently across the network of sites, which have been secured from more than one outdoor media owner.

Ben Fennell, the managing director of BBH, said: "This is media thinking leading the creative work that follows."

Vodafone's outdoor buying is done through Kinetic, which recently retained the £19 million business following a competitive pitch. OMD UK handles Vodafone's media planning and buying.