As some of you know, I’m hosting the Obie Awards for the Outdoor Advertising Association of America. The Obies celebrate the best outdoor advertising in the Nation. What some of you may not know is that the Obies are the oldest advertising awards show in the world, predating the Clios, One Show and even Cannes.
Since creating the “curiously strong” mints campaign for Altoids over 15 years ago, I’ve appreciated the out-of-home medium and all it can do for a brand… not to mention a career!
With Altoids, we took a tiny, virtually unknown confection and turned it into the number one selling mint in North America, all without making one single television commercial.
Outdoor advertising took Altoids places it had never gone before. And visa versa. It was truly a match made in heaven. And one for which I am eternally grateful.
Below are my opening remarks at the Obie awards, posted here several hours before making them…
Right now everyone is talking about social media. And rightly so. New media is a game changer. At its core, social media is about establishing personal connections. But guess what? So is out-of-home.
Frankly, the closer a message is to the street the more “social” it becomes…and the stronger its connectivity with a consumer. Guerilla marketing, street theater, wild posters, if done well, are riveting propaganda and among the strongest weapons in all of marketing. This is why, even as mass media fades in its importance to advertisers, OOH remains relevant, even breakthrough. Continue reading @ Gods of Advertising