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Outdoor advertising should integrate, and not intrude: Farrokh Madon

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Outdoor advertising should integrate, and not intrude: Farrokh Madon

With exchange4media’s OOH Conference & Awards 2014 just around the corner, we got Farrokh Madon, Chief Creative Officer of Y&R Singapore, one of the keynote speakers for the conference, to share his views on the future of OOH and the need for innovation and change.

Speaking with exchange4media, Madon stated his belief that the OOH sector is bound to grow by leaps and bounds, both in terms of client expenditure and the quality of work.

On the subject of innovation and digital OOH, Madon said, “As with most technological advances, it isn’t what the technology enables you to do but what you do with it. Creativity is the game-changer that will make the difference between a bland communication and one that’s breakthrough. Up-to-the-minute information and how you use it in outdoor can be leveraged in a big way. If we can be up to speed every minute with tweets, why can’t advertising be just as current and fresh?”

When asked for his advice to the still maturing Indian OOH ecosystem, Madon urged them to “evolve”. “If you think about it, we spend more time out-of-home than in-home. So clearly outdoor advertising can make a genuine case for why it should be treated as a point-of-first-contact rather than a reminder media. Our lives and lifestyles have changed dramatically over the last few years. Outdoor advertising should integrate and not intrude into everyday living,” he said. He further added that outdoor advertising, like most forms of advertising, should be reviewed in terms of impact.

We also asked him his views on the new trend of cross-platform advertising. He agreed that it will only increase, but cautioned that it isn’t bland integration that is needed but fresh, inspiring and innovative connections between brands and their target audience.

Farrokh Madon will also be expanding more on these thoughts during his address during his keynote address on March 20, 2014. This is the fourth edition of exchange4media’s annual OOH event, which includes panel discussions, case studies and keynote addresses that touch upon relevant topics affecting the OOH industry in India. For more details, please visit

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