Kinetic launches creative division to bolster outdoor

Kinetic, the outdoor media group, is hoping to boost the potential of interactive, integrated brand campaigns by launching an in-house creative division.

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The division, called Fuel, has been created to expand its in-house digital, design and creative planning resources.

It is hoped that it will help brands develop multi-platform campaigns that take advantage of the emerging technologies in the out of home media sector, by integrating traditional outdoor ads with digital screens, dynamic and interactive screens and experiential.

Fuel will operate across the existing Kinetic business including its mobile, digital and strategic planning teams.

The division will be led by Rebecca Bainbridge, who joined Kinetic in July from brand and communications firm Landor Associates.

James Copley, Kinetic UK COO, says: “The launch of Fuel is an exciting change in the direction for Kinetic’s business. The proposition fits seamlessly with our existing business units and reflects the changing nature of Out of Home media and the huge opportunities that emerging technologies add to the established reach and impact of posters.”

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