OOH needs new skill-set

Tim Delaney, Chairman & Creative Director at Leagas Delaney speaks about the creative side of the OOH medium

During the 60th edition of the FEPE International Congress, Tim Delaney, Chairman & Creative Director, Leagas Delaney makes a presentation on Great Out of Home Creative topic where he began his presentation about clarifying the fact that the brands don’t have any preferred medium wherein they choose the advertising format by analysing the advantages provided by each medium. He also pointed out that there is no pitch made for the OOH medium to the clients.

While pointing out the unique properties of the OOH and Digital OOH medium, he emphasised that this medium needs a new skill-set which includes OOH + Film along with sound and narrative. He gave an example of China which invented this new DOOH medium.