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Media: Double Standards - 'Araldite's car made me want to work in outdoor'.(Craig Wills of the JCDecaux)(Interview)
Two outdoor media owners talk about how digital is changing the medium, why the billboard will survive and what attracted them to the sector.
CRAIG WILLS - HEAD, OPEN @ JCDECAUX
- Are outdoor media owners investing enough money in creativity?
I'm not sure what 'enough' means, but we are definitely committed through the development of sites such as the Torch Tower on the M4, the global roll-out of our Innovate proposition and the setting up of OPEN @ JCDecaux. They are all in place to ensure creativity runs through our veins for the benefit of clients and consumers.
- How can outdoor media owners attract new advertiser demand for the traditional billboard?
It's important to put this question into context: all the top-100 companies already use outdoor in some form as part of their communication mix, so the challenge is to maintain and grow our share. To achieve this, we will keep delivering our promises to clients, developing our portfolio and listening to our clients' needs.
- How has the development of digital formats changed the outdoor market?
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