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WPP's Martin Sorrell Predicts Outdoor Ads Will Increase Share

By Published on .

CHICAGO (AdAge.com) -- A clever campaign created by Peterson Milla Hooks, Minneapolis, for Target won Best of Show honors at last night’s Obie Awards Gala, which concluded the Outdoor Advertising Association of America’s annual conference. The Obies are awarded to agencies that craft the medium’s best creative executions of the year.
Photo: OAAA
One of the outdoor ads from the Peterson Milla Hooks/Target Best of Show campaign.
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The Target campaign, titled “Needs and Wants,” married seemingly unrelated products -- toilet paper and a winter scarf, two pairs of jeans-clad legs and a slinky -- to demonstrate the range of products available at the retailer. Peterson Milla Hooks also won awards in the retail and the special-effects categories for the campaign. Apple Computer was inducted into the Obie Hall of Fame and 12 other Obies were also awarded.

WPP's Martin Sorrell
Martin Sorrell, chief executive of WPP Group, delivered the evening’s keynote address, saying he wasn’t going to talk about outdoor, but he was going to talk about how WPP sees the industry that outdoor is a part of. He went on to cite inflated TV pricing and the move to increase spending in measurable media as reasons he forecasts marketers will employ an “increased share of outdoor, which is still rather small, 3% in this market and double digits in some international markets, particularly as it becomes more measurable.”

While measurability of outdoor and key initiatives from the outdoor measurement services Traffic Audit Bureau made headlines at the conference, the need for better creative was also a hot topic. Earlier in the day the OAAA's president-CEO, Nancy Fletcher, challenged the attendees, a mix of agency and outdoor executives, to “say no to mediocre creative.”

New billboard simulations
“Believe me, I know turning away work isn’t easy,” she said. “But doing so can actually help your business and it certainly helps the industry.” The OAAA recently launched an online roadside simulation software program called Outdoor Drive that allows agencies to drop in creative and check the readability and impact of the work.

A good sign that the emphasis on creative is working is that a record percentage of this year’s Obie entries came from the agencies, according to the OAAA. The organization says the increase is directly related to its efforts in raising the medium’s profile within the creative community.

Obie Winners

Best in Show: “Wants/Needs”
Agency: Peterson Milla Hooks, Minneapolis
Client: Target
*Also won OBIE in the retail category

Amusement and Entertainment: “1139”
Agency: Bailey Lauerman, Lincoln, Neb.
Client: University of Nebraska

Automotive billboard: “Umbrellas”
Agency: Crispin Porter & Bogusky, Miami
Client: BMW’s Mini Cooper

Automotive series campaign: “Big to Small”
Agency: Crispin Porter & Bogusky, Miami
Client: BMW’s Mini Cooper

Automotive series campaign: “Small Thoughts”
Agency: Crispin Porter & Bogusky, Miami
Client: BMW’s Mini Cooper

Business and technology series: “Wall, banner and gondola”
Agency: Publicis Groupe’s Leo Burnett USA, Chicago
Client: U.S. Army

Consumer goods and services: “Celebrating Lives 2”
Agency: Sukle Advertising & Design, Denver
Client: Fairmont Cemetery & Mortuary

Food and restaurants billboard: “Straw”
Agency: Publicis Groupe’s Leo Burnett USA, Chicago
Client: McDonalds

International billboard: “3D Luge”
Agency: Taxi Canada, Toronto
Client: Mini Cooper Canada

International billboard: “Nests”
Agency: RMG David
Client: World Wildlife Federation

International street furniture/transit/alternative: Mini straw
Agency: BBDO Canada
Client: Pepsi

International billboard: “Bernard Wall”
Agency: Taxi Canada, Toronto
Client: Nike

Special F/X billboard: “Wants/Needs 3D Lampshades”
Agency: Peterson Milla Hooks, Minneapolis
Client: Target

Special F/X billboard: “Neon XXS”
Agency: Crispin Porter & Bogusky, Miami
Client: BMW’s Mini Cooper

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