The Outdoor Advertising Association (OAA) is planning the industry’s first joint initiative advertising campaign for more than ten years, and has handed the brief – codenamed Marvel – to Abbott Mead Vickers.BDDO.
Developed by AMV creative chief Peter Souter, most of the campaign will appear on 48-sheet poster sites, and will aim to prove the effectiveness of outdoor advertising. Although there is no set date for the campaign, it is expected to break this autumn in London and two other major UK cities.
Maiden Outdoor managing director David Pugh, who is also chairman of the OAA, says the campaign will be of “moderate weight”.
In a bid to reflect the diversity of the OAA member sites available, the campaign will also run on a limited number of bus shelters, bus sides and on mega poster sites such as those owned by Van Wagner. The sites have been donated by contractors who are members or associate members of the OAA, but insiders say there is a real cost because of site rent and the cost of posting the campaign.
The campaign, called “Proving Outdoor Works” or “POW”, has been created following last year’s reorganisation of the OAA. Former CDP Media managing director Alan James was appointed as chief executive and former Score sales director Bill Wilson appointed as operations director.