Creativity

Outdoor Advertising Association of America chooses Publicis New York as AOR

By Minda Smiley | Reporter

May 9, 2018 | 3 min read

The Outdoor Advertising Association of America (OAAA) has chosen Publicis New York as its agency of record following a review.

The agency will be tasked with promoting the usage of out-of-home (OOH) media to the advertising industry. Publicis New York’s first campaign for the 127-year-old organization is expected to launch in September.

“OOH is a flourishing ad medium, consistently proving its effectiveness in today’s dynamic media market. Together with Publicis New York, we will continue to demonstrate OOH’s capabilities in a digital media world and its vital role as a core media buy,” said Stephen Freitas, chief marketing officer of the OAAA, in a statement.

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Jamie Rosen, chief marketing officer of Publicis New York, added: “It is an exciting time in OOH, as digital technologies continue to bring a modern vibrancy and cache to the medium. We are proud to partner with OAAA and create a new legacy for one of the most iconic and visually impactful advertising mediums in the marketing mix.”

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Partners + Napier previously served as the trade body’s AOR. The Rochester-based agency penned the OAAA’s popular ‘Feel the Real’ campaign, which launched during Advertising Week New York in 2015. The out-of-home campaign, which specifically targeted advertising executives and agencies, aimed to prove the effectiveness of billboards and the like.

Last year, the organization extended the campaign by targeting Procter & Gamble’s chief brand officer Marc Pritchard with personalized billboards near the company’s Cincinnati headquarters.

According to the OAAA, the OOH industry generates $7.7bn annually in ad revenues and donates more than $500m in media space each year.

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