Outsmart to Reinvigorate OOH with Collaboration Playing a Central Role

The Outdoor Media Centre has relaunched as Outsmart, the out-of-home industry’s new marketing body, as collaboration is set to play a central role in shaping the future of the industry.

Outsmart will continue to be led by CEO Alan Brydon and Chairman Mark Craze, who have both made it their aims to inform, educate and inspire advertisers and agencies to do wonderful things across the sector.

Collaboration has become the central theme across all of the new marketing body’s thinking, while close working relationships have already been established with partners such as the specialist OOH agencies, the IPAO, and the industry’s research body, Route.

Outsmart’s new website will act as the first port of call for advertisers, planners and creatives to showcase how the medium can be used in even bigger and better ways. The new website will continue showcasing case studies, research and insight to demonstrate the medium’s core strengths.

Alan Brydon, CEO at 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. 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.

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