OAC 2013: Masterclass on OOH creativity

With out-of-home media considered as a reminder media, minimal importance is given to OOH creative in comparison with other advertising media. Today we rarely see any creative which is crafted from the stage of conceptualization to implementation, keeping the outdoor media in mind. Addressing this issue, Outdoor Advertising Convention (OAC) 2013 which will be held on July 5-6, 2013 at The Grand Hyatt in Goa, is conducting an interactive session on OOH creative as part of the convention at the event.

The convention witnesses participation from a diverse cross section of the industry, right from media concessionaire, to specialist agencies, to advertisers, to authorities, to experts meet.

To be conducted by leading industry experts including Sonal Dabral - Chairman & Chief Creative Officer - DDB Mudra Group and Santosh Padhi, Chief Creative Officer & Co-Founder - Taproot India as key speakers. The Masterclass session on OOH creativity will throw light on the current scenario where about 90% creative are TV and Print ads are replicated on outdoor media, restriction by brand guidelines and the poor connectivity between creative agencies and outdoor specialist agencies. The workshop will also discuss industry challenges including the issues where outdoor specialists are not paid for creatives, while creative agencies do not get connected with all formats of OOH media.

 Through the workshop, attendees will gain knowledge on do's and don'ts in OOH creativity, ownership of OOH creative, ROI implications of good & bad creatives and client's role in bringing the change.