The UK’s @OutdoorMC Becomes Outsmart
Adrian J Cotterill, Editor-in-Chief
In January 2011 the UK’s Outdoor Advertising Association (OAA) become the Outdoor Media Centre (OMC) and today, the OMC has become Outsmart.
Outsmart is now the new marketing body for the Out of Home (OOH) industry, led (same as it was before) by CEO Alan Brydon and Chairman Mark Craze aims to inform, educate and inspire advertisers and agencies to do wonderful things in OOH.
This new marketing body for OOH launches with a new website click here and is the first port of call for advertisers, planners and creatives to showcase how OOH can be used in even bigger and better ways.
The website will also include case studies, research and insight to demonstrate the medium’s core strengths – Impact, Action, Relevance and Creativity.
To prepare for launch, the new company has already created Insight and Effectiveness and Strategy Planning teams which has resulted in numerous key appointments, including Tim Lumb as Insight and Effectiveness Director, Katie Ingram as Strategy Planning Director and Jo Scully as Assistant Strategy Planning Director.
Collaboration is a key factor in all of Outsmart’s thinking and actions and close working relationships have already been established with partners such as the specialist OOH agencies and their collective body the IPAO, as well as the OOH industry’s gold standard research body, Route.
An early manifestation of this is the OOH Forums, in partnership with the IPAO – the Forums will explore the many benefits of the medium, with the first set to focus on demonstrating its effectiveness.
Alan Brydon, Outsmart CEO, told us “This is a golden age for OOH and there has never been a better time for the advertising, media and creative industries to utilise the medium. I am thrilled to be leading Outsmart and I am looking forward to helping agencies and brands make the most of the limitless opportunities the medium offers. Technology and consumer behaviour is enhancing the power of OOH and as more people spend more time out and about, in an ever more connected way, there has never been such an exciting time for the medium.”
We understand that over the next 12 months Outsmart will roll out a series of initiatives including new research that help to further unlock the value and effectiveness of OOH, for brands and advertisers to make it a ‘must have’ on every media plan.
About Outsmart
Outsmart is the UK marketing body for the Out of Home (OOH) industry. We’re here to inform, educate and inspire people to do wonderful things in Out of Home. We collaborate with all parts of the industry and help advertisers, planners and creatives use OOH in bigger and better ways.
Outsmart consists of five Council members, Clear Channel, Exterion Media, Ocean Outdoor, Outdoor Plus and Primesight, as well as 5 Board members and 23 Associate members.
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