OPEN 2
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
The OPEN series was born from the desire to create a forum for applauding and interrogating strong creative design within the Out of Home (OOH) industry. Illustrating how OOH is part of our cityscape, our commute, our weekend and our shopping and holiday experiences, OOH is ‘the original tweet’ and it cannot be switched off, ignored or fast forwarded. Big, bold, cheeky, simple, clever and controversial, OOH is the ultimate creative stage, allowing brands to be unique, contextually relevant and targeted while reaching mass audiences.
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UP FRONT INTRODUCTION 4<br />
— Charmaine Moldrich<br />
Chief Executive Officer, Outdoor Media Association<br />
FOREWORD 6<br />
— Dr Rebecca Huntley<br />
Executive Director, Ipsos Mind & Mood Report<br />
SECTIONS 01 HUMOUR ME 10<br />
— Fiona Jolly 22<br />
Chief Executive Officer, Advertising Standards Bureau<br />
— Nigel Marsh 38<br />
Chairman, The Leading Edge<br />
— Jane Caro 44<br />
Writer, Lecturer and Media Commentator<br />
02 SELL ME SOMETHING 52<br />
— Ben Colman 64<br />
Chief Executive Officer, 18 Feet & Rising<br />
— Ben Coulson 78<br />
Chief Creative Officer, GPY&R Australia and New Zealand<br />
03 TELL ME A STORY 94<br />
— Andy Lark 108<br />
Founder & Chief Executive Officer, Group Lark<br />
— Rob Atkinson 118<br />
Chief Executive Officer, Adshel<br />
— Ben Welsh 124<br />
Executive Creative Director, M&C Saatchi<br />
04 INTERACT WITH ME 134<br />
— John Purcell 146<br />
Commercial Director, Operations & Business Systems, oOh! Media<br />
— Leo Roberts 154<br />
Group Marketing Manager, Integrated Marketing Communications,<br />
Coca-Cola South Pacific<br />
— Luke Chess 162<br />
Creative Director, MJW Australia<br />
REFERENCE SCAN ME 169<br />
INDEX 172<br />
ACKNOWLEDGEMENTS 176<br />
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