Outdoor is becoming a more powerful and complex medium, however,
the central tenet that the ads be kept simple yet compelling is as
important now than ever before, delegates heard at the Asian Outdoor
Advertising Seminar 2000 in Singapore.
Speakers also spoke about the growing importance of outdoor in the
overall media mix, but they also stressed that more in-depth research
will help to fuel the growth of this sector of the advertising
industry.
The topics raised at the seminar included Creative Use of Outdoor, New
Outdoor Technology, Measuring Cause and Effect, Putting Outdoor in its
Rightful Place and a case study on Results Advertising's 'Best of the
Best' winning entry at MEDIA's Asian Outdoor Advertising Awards.
The speakers included BBH creative director Steve Elrick; Capital City
Posters MD Peter Kemeny; Comfort Ads GM Thomas Ang; and Zenith Media GM
Malcolm Hanlon.
About 90 people turned up at the seminar which was organised by MEDIA
and sponsored by Comfort Ads and Singapore Bus Services.
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