advertising is the “Cinderella medium” of advertising, unattractive to the industry’s best talent because of the lack of peer recognition and creative awards, according to a doctoral thes is submitted by Thérèse du Plooy to the University of Pretoria.
“The reluctance of crea--
tive specialists in ad agencies to design messages specifically for out-of-home (OOH) advertising needs to be addressed,” writes Du Plooy. The primary objective of out-of-home advertising is often to support the theme of the leading media in an integrated marketing campaign to design messages specifically for OOH advertising. This is despite the creative potential of the medium because of its extraordinary size, three-dimensional designs and increasing variety.”
Although creative awards are highly prized by advertising agencies, the real success of any campaign should be measured against achieving the objectives of the advertisers.
“It seems that the unbundling of the media function can result in losing a unified vision of a cli- ents’ advertising strategy, by having too many separate teams from the ad agency, the media agency, the OOH specialists and even the external professional market research companies, all working on different sections of an account.
“Thi s results in asilo approach, with little synergy between the message and media components of a plan. When separate agencies work on the media and message plans, this puts a burden on people to communicate properly. Communication between agencies is not always as good as when they are in one organisation. Vertical integration and communication between these role players are crucial factors in making media unbundling work.”