OOH marketing body Outdoor Media Centre rebrands as Outsmart

Outsmart, the new marketing body for the out of home industry has launched with chief executive Alan Brydon and chairman Mark Craze at the helm.

The body, replacing the Outdoor Media Centre, looks to showcase the potential of OOH with a website featuring case studies, research and insight. Over the next 12 months, Outsmart will release research to aid agencies in their objective of unlocking value and effectiveness from the advertising medium.

Alan Brydon, chief executive of Outsmart, said “This is a golden age for OOH and there has never been a better time for the advertising, media and creative industries to utilise the medium.

“I am thrilled to be leading Outsmart and I am looking forward to helping agencies and brands make the most of the limitless opportunities the medium offers.”

Brydon concluded: “Technology and consumer behaviour is enhancing the power of OOH and as more people spend more time out and about, in an ever more connected way, there has never been such an exciting time for the medium.”

The body will work with established partners in the OOH industry in addition to their collective body the IPAO and research body, Route.