FOCUS - ASIAN OUTDOOR ADVERTISING SEMINAR: Simplicity, the essence of the outdoor medium

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