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