VIEWPOINT: Go outdoors, young man

<p>The first Asian Outdoor Advertising Awards, organised by MEDIA, </p><p>proved that advertising agencies are gaining new respect - and renewed </p><p>interest - in outdoor as a medium. </p><p><BR><BR> </p><p>The winner of the Best of the Best, Results Advertising Thailand, showed </p><p>what can be done when a little ingenuity and a lot of creative thinking </p><p>is applied to a problem. </p><p><BR><BR> </p><p>Outdoor went through something of a revival over the last couple of </p><p>years while Asia suffered the economic 'flu. </p><p><BR><BR> </p><p>As clients slashed budgets, agencies had to turn to alternative vehicles </p><p>to convey marketing messages. </p><p><BR><BR> </p><p>But there was an upside which no one has really addressed, in that those </p><p>companies which chose to continue to advertise had less of a fight to be </p><p>seen and heard as many of their competitors cut back. </p><p><BR><BR> </p><p>This meant the pressure eased off slightly, and creatives could be a </p><p>little more fun and daring when devising campaigns for clients. </p><p><BR><BR> </p><p>Nowhere is this better demonstrated than in the outdoor arena. </p><p><BR><BR> </p><p>No longer confined to standard billboards (and even those are being used </p><p>in ways never before dreamt of), outdoor's appeal is that there are no </p><p>limitations - witness the award-winning "One Cup" from Leo Burnett </p><p>Singapore, or "Smoke Box" from DYR Singapore as sterling examples of </p><p>what can be done when you set your mind free. </p><p><BR><BR> </p><p>Everyone who participated in the awards this year, including the </p><p>sponsors, deserves a round of applause. </p><p><BR><BR> </p>