Thus Spoke the Stake­hold­ers...

Outdoor Asia - - Brand Take -

An in­dus­try is more than just rev­enues, prof­its and in­vest­ments. It is the col­lec­tive ex­pres­sion of all those en­gaged in it one way or the other -- as clients, as cre­ators, and as in­vestors. It is the sum to­tal of all in­di­vid­ual ef­forts and ex­pe­ri­ences which to­gether make up a huge chunk of busi­ness which in turn makes up a small part of a coun­try’s econ­omy. To get any per­spec­tive on a par­tic­u­lar in­dus­try would re­quire hear­ing the voices of all the in­di­vid­ual voices which to­gether make up the in­dus­try voice. This is the rea­son why we have pre­sented, in this spe­cial is­sue pre­ced­ing the big event – OAC 2013, the voices of stake­hold­ers in the OOH in­dus­try- - the ad­ver­tis­ers or the brands that use the medium, the creative agen­cies en­gaged with this medium and the me­dia own­ers who have in­vested in this medium. Each group an­swers our ques­tions span­ning a range of is­sues – from the ex­ist­ing in­dus­try clut­ter and the need for bet­ter reg­u­la­tion to credit is­sues and creative agen­cies’ fo­cus on OOH, from reach­ing in­ter­na­tional stan­dards to the chal­lenges in the

dig­i­tal OOH medium. The rea­son be­hind speak­ing to all th­ese groups is ob­vi­ous – to get to the bot­tom of var­i­ous is­sues bog­ging down this in­dus­try. Af­ter all, it has been quite a while since we be­gan ex­press­ing our ap­pre­hen­sions and con­cern over many of th­ese is­sues. But the fact that we are still talk­ing about th­ese is­sues proves that there is a need now more than ever for some proac­tive ac­tion. So as we get set to cel­e­brate the medium and the cre­ativ­ity in­her­ent in it through the OA Awards, let’s also mull on what we need to do on an im­me­di­ate ba­sis. Read on, chew on it and then may be you can ex­press and dis­cuss your ideas at the plat­form meant just for that - the OAC 2013, where all the names to reckon with in the in­dus­try will con­verge, hob­nob and brain-storm.....

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