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Outsmart the new marketing body for the Out of Home (OOH) industry launches.

Outsmart, which launched on the 24th September,  will be led by CEO Alan Brydon and Chairman Mark Craze and will inform, educate and inspire advertisers and agencies to do wonderful things in OOH.
The new marketing body for OOH launches with the website, www.outsmart.org.uk and is the first port of call for advertisers, planners and creatives to showcase how OOH can be used in even bigger and better ways. The website will also include case studies, research and insight to demonstrate the medium’s core strengths – Impact, Action, Relevance and Creativity.
To prepare for launch, the new company has already created Insight and Effectiveness and Strategy Planning teams. This has resulted in numerous key appointments, including Tim Lumb as Insight and Effectiveness Director, Katie Ingram as Strategy Planning Director and Jo Scully as Assistant Strategy Planning Director.
Collaboration is a key factor in all of Outsmart’s thinking and actions and close working relationships have already been established with partners such as the specialist OOH agencies and their collective body the IPAO, as well as the OOH industry’s gold standard research body, Route.
An early manifestation of this is the OOH Forums, in partnership with the IPAO. The Forums will explore the many benefits of the medium, with the first set to focus on demonstrating its effectiveness.
Over the next 12 months Outsmart will roll out a series of initiatives including new research that help to further unlock the value and effectiveness of OOH, for brands and advertisers to make it a ‘must have’ on every media plan.
Alan Brydon, CEO of Outsmart, said “This is a golden age for OOH and there has never been a better time for the advertising, media and creative industries to utilise the medium. I am thrilled to be leading Outsmart and I am looking forward to helping agencies and brands make the most of the limitless opportunities the medium offers. Technology and consumer behaviour is enhancing the power of OOH and as more people spend more time out and about, in an ever more connected way, there has never been such an exciting time for the medium.”

Outdoor Media Centre appoints Tim Lumb as Insight and Effectiveness Director

The Outdoor Media Centre (OMC) has announced the appointment of Tim Lumb as the marketing body’s first Insight & Effectiveness Director. As part of the new team that’s helping to reinvigorate the OMC, Lumb, Microsoft Advertising’s former UK Research Manager, will be ensuring that insight and effectiveness are central to the planning of Out Of Home (OOH) campaigns.
Lumb’s appointment follows the recent announcement that the OMC is collaborating with the IPA Outdoor Group to launch a pioneering series of OOH Forums for the industry – the first being to demonstrate the effectiveness of OOH advertising.
With over 15 years’ experience, Lumb has an extensive background in consumer and advertising research having worked at EMAP as a Senior Researcher. He then joined Microsoft Advertising where, for the past five years, he led the company’s UK thought leadership and advertising effectiveness programme. At the 2014 IAB European Research Awards, his research into UK families won the Best Consumer Attitudes and Behaviour Study category.
Commenting on the appointment, Alan Brydon, CEO of the Outdoor Media Centre said:  “This is a golden age for Out Of Home advertising and insight will play a fundamental role in demonstrating the power and effectiveness of the medium. Tim’s extensive experience at Microsoft will be invaluable in helping us drive this and we are thrilled to welcome him to the team.”
Tim Lumb, Insight & Effectiveness Director of the Outdoor Media Centre added: “Right now, Out Of Home is in a hugely exciting era with the amazing possibilities that mobile tech and data bring to such a creatively rich medium.”
 

Outdoor Media Centre appoints Alan Brydon as chief executive

The Outdoor Media Centre (OMC), the industry body for the out-of-home (OOH) media sector, has appointed Alan Brydon, head of investment at Havas Media Group UK, as its chief executive. Brydon replaces Mike Baker who left the OMC at the end of 2014.
With more than 25 years’ experience in media, the last eight at Havas, Brydon has worked as a media director at Abbott Mead Vickers, and has held senior roles at MEC and MPG. He has also held positions on the media owner side as advertising sales director for the London Evening Standard, and has worked in the private equity sector with Apax Partners.
He joins OMC in a time of transition, as Mark Craze, another former Havas Media leader, is due to replace Naren Patel, the chief executive of Primesight and outgoing chair of the OMC, from next month.
Brydon said: “I am absolutely delighted to be joining the OMC. The OOH medium is already an incredibly effective and powerful choice for advertisers, but it is now entering the most exciting period in its history.
“With all the innovations, developments and opportunities across the next few years, I know that by working with a fully committed and focused OMC, as well as key supporters and out-of-home specialists, I can help take the OOH medium forward, and assist clients and their agencies in using the platform in ever more efficient and effective ways.”
Launched in 2011, the OMC consists of three council members, seven board members and 24 associates. Its job is to market the outdoor medium to advertisers and their agencies, using regular events, training, category argument, newsletters and case studies. It also lobbies central and local government.
Patel said: “I am delighted to welcome Alan to the Outdoor Media Centre. He has unrivalled experience in the media sector and has long been a vocal supporter of the outdoor advertising medium. He brings knowledge, passion and a great black book to the OMC.”
Last week, the Outdoor Media Centre announced its record-breaking revenue figures for Q4 2014 and first-time annual billings of above £1 billion on an annual basis for 2014.
Via: Campaignlive