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

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

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