Chris Pelekanou, Commercial director, Clear Channel UK
What a year it has been for outdoor advertising. Our medium took centre stage with some of the greatest campaigns in living memory pushing the creative boundaries.
The 2014 Grand Prize winner, British Airways’ "magic of flying", went on to win more than 30 awards last year, including nine Cannes Lions. The medium’s impact at Cannes was clear: 92 per cent of shortlisted Creative Effectiveness entries used outdoor.
Other advertisers have also broken boundaries, putting exceptional planning and creativity at the heart of their campaigns. The way brands and agencies are using data is driving planning to a new level. To reflect this, we have introduced a new award category – Best Use of Data and Insight in Outdoor. With such a variety of data and research available, we’re excited to recognise the campaigns that have best used these to inform their planning.
It has also been exciting for digital – the third quarter of 2014 was the biggest-ever quarter for digital, making up 28 per cent of total revenue and up 36 per cent year on year.
The rise of digital outdoor is being driven by change. That’s why Clear Channel recently launched a brand new network of 40 digital 48-sheets called the London Wrap, which is part of our PlayLondon proposition.
The stage is set for another exceptional Clear Channel Outdoor Planning Awards, and I want to thank Brand Republic Group for partnering with us for the ninth consecutive year. In total, the judges will look at six categories and one of the winners will be awarded the coveted Grand Prize. I can’t wait to see the entries. Good luck, everyone.
2015 prizes and categoriesThe Grand Prize comprises £30,000 in advertising space for the winning brand and a luxury short break for the winning planner. There is a £1,000 cash prize for each category winner.* NEW AWARD - Best Use of Data and Insight in Outdoor This category rewards the effective use of data and insight, and how it can be interpreted through innovative planning to produce groundbreaking campaign ideas. Best Use of Digital in Outdoor This category recognises best practice in terms of creativity, tactical messaging and engagement delivered through the flexibility of digital outdoor. Best Use of Outdoor in a Multi-Media Campaign Rewarding the most outstanding cross-media strategy that clearly demonstrates outdoor working effectively with other media. Best Use of Multiple Formats in Outdoor Different environments, different mindsets: this category rewards an effective use of a minimum of two outdoor formats. Best Use of Continuity and Long-Term Brand-Building in Outdoor This category recognises planners who have used outdoor as part of their strategy over the long term to build a brand presence, increase reach or tell a story. Best Use of Innovation in Outdoor The winning campaign should show genuinely innovative thinking and planning. New collaborations and effective partnerships will be rewarded by the judges. Grand Prize The most outstanding of all the winning entries according to our panel of industry experts. *Full terms and conditions apply
Enter the 2015 awards by 30 January at www.clearchannel.co.uk/planningawards |
What the judges are looking for in 2015
"Data and
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"It’s no coincidence that it was a digital outdoor campaign that created one of the most celebrated ads in the media business last year. British Airways’ ‘magic of flying’ campaign hit the sweet spot when it tapped into the flexibility, innovation and effectiveness offered by outdoor today. Here’s to finding another trailblazer in 2015."
insight fuels our planning and allows us to predict consumer behaviour and target our consumers more efficiently. It should also help us determine the choice of formats to use. It’s now the second year for Route data, so we need to see how this is being used and effecting change in terms of campaign planning."
"We’re able to understand data in a far more comprehensive way – to visualise it, make sense of it and realise ideas in much more creative ways. Additionally, with access to this data, we can derive genuine insight that encourages better targeting and a greater focus on outcomes than has previously been seen."
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