FOCUS - PHILIPPINES: Poster Publicity set to shake-up outdoor scene

<p>International outdoor media specialists, Poster Publicity, has </p><p>extended its Asia-Pacific sphere of influence to the Philippines in </p><p>partnership with Universal McCann (UM). </p><p><BR><BR> </p><p>With headquarters in London and a regional office in Singapore, Poster </p><p>Publicity has set up a base in Manila, in addition to branches in the </p><p>outlying regions of Davao, Cebu, Iloilo and Bacolod. </p><p><BR><BR> </p><p>The company decided to establish a presence in the Philippines after </p><p>identifying what it believed were shortcomings in the country's outdoor </p><p>advertising industry. </p><p><BR><BR> </p><p>These included: </p><p><BR><BR> </p><p>- quality of construction and display material production </p><p><BR><BR> </p><p>- meeting campaign deadlines </p><p><BR><BR> </p><p>- flexible booking periods </p><p><BR><BR> </p><p>- maintenance of displays and lighting </p><p><BR><BR> </p><p>- after sales service </p><p><BR><BR> </p><p>- audience measurement and other research </p><p><BR><BR> </p><p>One fundamental goal, the company said, was to have a better way to </p><p>evaluate existing and new sites, and to make strategic and tactical </p><p>decisions about the use of outdoor media. </p><p><BR><BR> </p><p>To achieve this aim, Poster Publicity has begun conducting audits of </p><p>outdoor sites currently booked by UM clients, with an emphasis on site </p><p>quality and audience delivery. </p><p><BR><BR> </p><p>Its research technology is also new to the Philippines in that the </p><p>company can provide traffic volume mapping together with geographic and </p><p>demographic distribution data on top site inspections. </p><p><BR><BR> </p><p>By providing this type of research data and inspections, Publicity </p><p>Poster believed this would instill confidence among outdoor </p><p>advertisers. </p><p><BR><BR> </p><p>The Outdoor Advertising Association of the Philippines (OAAP) is </p><p>reviewing the ideas being put forward by Poster Publicity. </p><p><BR><BR> </p><p>OAAP president, Carlo Llave, has pledged that association members will </p><p>be encouraged to reinforce the quality of service and practice they </p><p>provide to clients. </p><p><BR><BR> </p><p>In doing so, OAAP companies have an advantage over those outside the </p><p>association and major advertisers will not likely support suppliers who </p><p>do adhere to strong working principles. </p><p><BR><BR> </p><p>Poster Publicity regional director, Ron Graham said: "Outdoor media must </p><p>improve in measurement and delivery in order to compete with other main </p><p>media for increased share of advertising budgets. </p><p><BR><BR> </p><p>"The aim is not to make life difficult but to help outdoor suppliers so </p><p>that the medium is used well and promotes itself better." </p><p><BR><BR> </p><p>UM and Poster Publicity have jointly presented their services to major </p><p>advertisers of the outdoor medium in the Philippines. </p><p><BR><BR> </p><p>To date, they have been awarded agency of record assignments for Nestle </p><p>Philippines; the Philippines' leading mobile communications company, </p><p>Globe Telecom; and The Coca-Cola Export Corporation. </p><p><BR><BR> </p><p>Poster Publicity believes that while its strategy will give outdoor </p><p>advertisers better results from a more effective use of media </p><p>investments, it will be the outdoor advertising industry which will </p><p>emerge the biggest winner with a strong future. </p><p><BR><BR> </p>