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Psc global creds sep 2013 final
- 2. We are the leading global out-of-home communications agency Delivering compelling, creative, quantifiable out-of-home solutions which make a meaningful difference to our clients’ businesses
- 3. Our mission; Pioneering out-of-home Identifying & shaping new, integrated opportunities Driven by consumer insight, innovation & market intelligence World’s leading out-of-home communications agency
- 4. Delivering global scale $2.2bn worldwide billings 700 people 48 offices 27 countries Americas USA Asia Australia, China, India, Indonesia, Malaysia, Singapore, Taiwan MEA Dubai, Kenya, South Africa EMEA Belgium, Denmark, Finland, France, Germany, Hungary, Italy, Netherlands, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK
- 5. And global consistency Servicing and Support Consumer Insight Campaign Proposals Trading and Implementation Delivery and Analysis
- 6. Via an integrated brand proposition Re-inventing and re-building the brand experiences that happen in the physical world and are amplifiedthroughout the digital space. Experts in understanding the connection between out-of-home, mobile and digital technologies. Experts in understanding the consumer in the airport using insight and data to drive brand and business growth.
- 7. Aligned with our network partners Local brand
- 8. We live in a fast-paced world New technologies are continually emerging Formats are converging People expect to do anything, anywhere Media is not only bought, but earned and owned Data is the new raw material Businesses and markets are converging or fragmenting And there is increasing global mobility…
- 9. Media, technology and content are converging People & Places
- 10. Media, technology and content are converging Mobile etc Laptops Posters Tablets Retail media & assets Owned OOH (e.g. delivery vehicles, buildings) Public spaces Networked Video Screens / Cinema
- 11. Media, technology and content are converging Mobile etc Laptops Posters Tablets Retail media & assets Owned OOH (e.g. delivery vehicles, buildings) Public spaces Networked Video Screens / Cinema Services Content Technology Ads Physical Experiences Platforms Apps & Games Data Commerce & Coupons
- 12. Everything is inter-connected and inter-dependent Our role is to… help clients to navigate this… …to identify and to secure the right opportunity
- 13. We are re-defining out-of-home OOH Convergent strategy and activation Understanding the connected consumer Evolving real-time out-of- home Harnessing the value in big data Focus on performance Influencing digital behaviour
- 14. Through solutions rooted in consumer insight… Sponsorship Reach & Reaction to OOH Advertising Attitudes Demographics Travel Attitudes to Advertising PR Places Visit Regularly Places Notice Advertising OOH Online Activities Word of Mouth Brand Perception Locations Search Online Decision Making Other Media Promotions OOH Events Thoughts While Travelling Lifestyle Indicators Sampling
- 15. Through proprietary data and technology… N.B ADD LOCAL TOOLS / DATA SOURCES HERE
- 16. To deliver tangible results to our clients’businesses Drive WOM User- generate d content Prompt consideration Change perception Drive search Build Awareness Grow sales Urge trial Impact at POSImpact on social media
- 17. Examples of our work…
- 18. Bold city statements Iconic digital Specialist execution Impact signage
- 20. Integrated On and Offline Solution Interactive OOH Experiential Mobile and social media enabled
- 21. Influencing digital behaviour Live team voting 3D projection Earned media
- 23. Global airport domination Airport domination Iconic holdings Digital
- 24. Digital interaction Airport and City Digitally-led NFC trial
- 25. Experiential evolution International airport experiential activation Media domination Innovation
- 26. Bespoke builds Bespoke special-build Entire project management: from planning to execution
- 27. Enhanced passenger services Providing enhanced passenger services Building vendor partnerships
- 28. In-resort activity Bought / owned / earned Driving innovation Social media
- 29. Interactive Art Exhibition Exclusive art exhibition Giant cap QR code Mobile enabled content
- 31. For more about us and what we’re up to go to; pioneeringooh.com posterscope.com psiad.com psliveglobal.com @Posterscope
- 33. Meet the team Annie Rickard C.E.O. Liz Jones ManagingDirector (PSI) Helen Keable Marketing Director Nick Davis Client Service Director Tom Kerr Global Client Director Robyn Adams People & Training Director Keith Roberts Product Development Directors James Davies Strategic Development Director David Gordon Global Insight Director Chris O’Donnell Global Commercial Director
- 34. Our own journey Past Disparate industry Present Consumer-centric connected 1970 1990 2000 2013 Past Disparate Industry Present Consumer-centric connected OOH Communications OOH Planning & Buying Outdoor Planning & Buying Advertiser PosterscopeAgency Poster Buying Advertiser Agency Partners Posterscope
Hinweis der Redaktion
- We strive to be pioneers of OOH internationally – providing effective Out-Of-Home solutions to achieve positive business advantages for our partners.We are not an media owner… but a specialist – we plan, buy and implement global OOH solutions on behalf of multiple clients and agencies. As the leading airport specialist globally, we invest over EUR 80m across 130+ terminals. For city-based inventory, we access our network of 47 offices in 28 countries to deliver consistent client solutions. All of this underpinned by proprietary consumer insight and the latest market intelligence.
- We offer a high standard of servicing and support, easily accessed centrally. This is underpinned within our Service Level Agreements with clients.We use unparalleled levels of consumer understanding to fuel our planning. Our bespoke OCS study is the World’s largest OOH consumer survey, with over 100,000 respondents. Our leading position in the market means we also have access to an extensive range of the latest industry research. We conduct regular competitive reporting across the top airports / spending categories worldwide.The proposals we issue to our clients contain all information they may require, delivered in a consistent templated format.We have a suite of bespoke Trading Intelligence tools - ensuring we understand current market performance, can forecast its future, and have benchmarks to ensure our clients are indeed paying the best price. We have a site grading tool, using weighted visibility factors to ensure effective and standardised measurement across their OOH portfolios. We deliver POI documents and can for certain relevant activity also provide ROI reporting such as site impressions, visitor numbers / comments, staff logs of services used, samples distributed, data uploads / downloads, website hits, CPC, buzz / PR / earned media measurement, and sales data. Through the trading tools we have, we can work with clients and theirdata to plan better and optimise delivery.
- We live in a world changing at dramatic pace… Innovations are changing the way audiences consume media, almost overnight. For example, the iPad has been the most quickly adopted non-phone electronic device ever recorded (source: CNBC / Bernstein Research). Formats are converging... For example, the humble poster is no longer this in a traditional sense… it can be a TV or a website, or a transaction point or a gaming console. Similarly, experiential activity is transforming - combining interactive content, video, mobile and social activation. And of course phone handsets themselves can now do many of these things and more…There is a huge race amongst payment-services brands to dominate the mobile commerce platform. People are increasingly expecting to be able to do anything, anywhere. The content brands are using to communicate to audiences with is also changing – many used to rely largely on a bought media model, but are now increasingly incorporating owned assets in strategies, plus driving earned sharing / exposure. Data is the new gold in identifying exactly where, when and how to engage these audiences. To plan effective multi-market campaigns requires efficient use of a wealth of local, proprietary and global data. Whereas the variety of communication channels that consumers have access to is fragmenting, businesses are increasingly centralising their media planning, ensuring consistency in the way their brands talk to ever-more-mobile audiences. This mobility is on a global scale, by both land and air:51%+ of global citizens already live in cities... by 2050 this will rise to 70% (source: UN World Urbanisation Prospects 2009 Revision)Global airport traffic will rise from just under 5.0bn in 2010 to 6.3bn by 2015 (source: ACI Global Traffic Forecast 2010).
- So what we have here is very much a bought, owned and earned OOH ecosystem of media, technology, content and experience, with lots of interconnected and interdependent parts
- For Tourism Ecuador in 2011, we leveraged one of the most stand out sites in New York’s Times Square – The American Eagle. Comprising 12 individual digital screens and measuring nearly 69m high, this unique holding effectively communicated Ecuador as a truly matchless destination. For Hyundai in 2011, we created a permanent giant digital holding at London’s iconic Piccadilly Circus, as part of a 5-year deal.
- Credit Suisse and PSI have worked together for a number of years,executing long-term airport buys in key financial hubs. Credit Suisse had always been fairly traditionalin their media preferences – opting for large format, high-impact signage, but this is a highly cluttered category, with lots of big advertisers making true impact difficult. We thereforewanted to help Credit Suisse achieve this stand out by executing increasingly engaging consumer activations. We used OCS data to demonstrate just how tech-savvy their audience profile are, and secured wi-fi sponsorships across London City Airport and LHR BA Business Lounges to cater to this. Importantly, we incorporated supporting signage into our plans, in order to make passengers fully aware that this sponsored service was available to them. As a result, wi-fi usage rose 224% within London City Airport alone, and there was significant social media commentary on what a welcomed service it was – ‘wi-fisponsored by Credit Suisse proves those investment banks aren’t all bad’.
- The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
- The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
- As part of Tommy Hilfiger’s 2010 campaign activity promoting their new Paris store opening, PSI literally took their brand imagery to the streets, with professional models and Basset Hounds parading up and down the Champs Elysees. This attracted the brand attention especially with no other stand out OOH opportunities within this area of the city.For the opening of the new Tommy Hilfiger store on Brompton Road during Christmas 2011, PSI created spectacular event support by organising four nights of 3D mapped projections onto the store front. This was accompanied by fully wrapped taxis topped with illuminated bows – a media first – plus domination of Knightsbridge tube station.
- In 2012, UK Trade and Investment wished to implement a global airport campaign targeting key decision makers in areas with a high number of UK-bound flights. PSIdelivered a range of iconic solutions for them, with activity running from January - August 2012.
- The key focus for Canon was to raise awareness of their 600D camera, therebydriving sales.We recommended focusing on Airport, Underground / Metro and Shopping Mall digital formats in order to reach young, affluent adults in close proximity to retail units across the UK, France and Germany. Activation in Airports incorporated NFC trial, enabling passengers to engage with the sites, learning more about the product via this technology.
- Our team has for the past 5 years worked with Vizeum Paris to help Total Oil promote their F1 relationshipto the C-Suite community. Activity comprises airport domination signage and experiential stands; executed on a city-by-city basis, to coincide with the F1 calendar. The campaign objective is to raise overall awareness for the Total brand and its sponsorship of the Lotus Renault F1 team, plus educate the audience regarding Total’s particular role in F1 – its goal to innovate, providing cleaner and more efficient energy solutions. The latest stand features high spec simulators, green screen technology for passengers to have their pictures taken with RomainGrosjean, plus iPads on which the audience can play Total’s F1 Facebook game and win a range of branded prizes.
- Emirates Airlines wished to launch a multi-year brand campaign in July 2000, to coincide with their first A380 flights from Heathrow Airport. A model Airbus A380 was constructed at the gateway to the Airport, to unveil this long-term presence. The model is an exact 1:3 scale of the real A380, the World’s largest airliner. It weighs more than 45 tonnes, has a wing span of 26m, and a length of 24m. The plane was constructed in California and flown over in 11 pieces on an Antonov 124, the World’s second largest aircraft. It took 3 weeks to install on site.PSI managed the entire project for Emirates – from site permission sourcing, to design, to construction, to installation.
- Zurich wished to promote core brand credentials - helping meet the needs of London and Frankfurt business audiences.The stands’ offering included concierge services, free internet access, secure phone charging, printing facilities and shoe-shining. Considerable levels of interaction and positive brand reflection resulted.Stands were considered an integral feature of the airports’ offering – becoming some of the longest running experiential activity at the terminals.
- The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.
- The Nissan ski campaign took place over 5 season’s within multiple ski resorts throughout Europe, each year reaching circa 24m visitors. In latter campaigns we provided a truly accountable engagement platform, not merely a branding exercise; cementing Nissan as a brand focused on extreme sports and those consumers who like to do them. Activity comprised: extensive in-resort collateral, product placement, en-piste experiential, en-piste signage, apres-ski events, brand ambassadors in resort, and social media tie-ins (achieving circa 70% SOV within resorts as-a-whole).Thus activity fully embraced the bought, owned, earned model: Bought: securing traditional and non-traditional poster formats to dominate resort landscapes. Owned: building ‘Nissan Prove It’ challenge pistes. Earned: stimulating further conversation about / advocacy for the brand – everything skiers did Offline could be followed Online, with the opportunity to download footage from their runs, and encouragement to share this content with friends via Facebook and other social platforms. Activity resulted in the creation of the largest ever Flickr account, with 1m+ pictures uploaded.