Adrian J Cotterill, Editor-in-Chief
Reflecting the crucial role of powerful creative in Out-of-Home campaign effectiveness, and the potential presented by Digital Out-of-Home, JCDecaux has launched Foundry. The four-strong Foundry team is led by Lead Creative Partner Antonietta Chioccarelli and Creative Partner Mike Brand.
Dallas Wiles, Chief Commercial Officer, JCDecaux UK told us “At JCDecaux we are dedicated to ensuring that all campaigns using our media channels are as effective and powerful as they can be. Strong creative executions are a core part of this success, and with Out-of-Home’s digital transformation continuing, it’s crucial for advertisers to maximise the vast potential this provides. Foundry’s launch as a dedicated resource for brands and creative agencies underpins our commitment in this field, and enables us to add creative strategy and execution to best practice Out-of-Home media planning as services we offer our clients.”
Foundry is an in-house resource for brand support in devising the most effective Out-of-Home campaigns, and a centre of excellence for creative consultation and development.
Foundry’s goal is to spark ideas about Out-of-Home’s possibilities through development of best practice creative work, so that brands can marry craft with purpose to maximise the potential of both digital and classic Out-of-Home media.
The Foundry team is also charged with opening up the medium’s potential directly to brands who have not used Out-of-Home before. Through a network of skilled craftspeople, Foundry can realise conceptual ideas into fully-fledged Out-of-Home advertising campaigns.
Foundry combines both guidance and practical support in the transformation of creative concepts into effective Out-of-Home advertising campaigns. The team will champion increasingly innovative, memorable, eye-catching outdoor copy which will provide greater value to advertisers investing in the medium.
Foundry has already worked on campaigns from advertisers in diverse categories including Pandora, Starling Bank and Save the Children.
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