Adshel To Launch Research Service

Adshel is launching a research service for the outdoor industry to assess the effectiveness of poster advertising.

The service, which launches in October, will be available to advertisers using the Adshel Research Monitor and aims to show whether outdoor campaigns should be “acclaimed or shamed.”

Managing director of Adshel, Julie France, said: “We want to be able to show advertisers how their campaigns could have been improved. In the longer term our aim is to offer clients a full creative pre-testing service which will be the first of its kind in the industry.”

Adshel has teamed up with Millward Brown for the launch of the service which will examine consumers’ attitudes towards the creative elements of poster campaigns as well as examining the messages they deliver.

Chief executive of More Group, Stevie Spring, said: “Good posters are unavoidable, the medium finds you 24 hours a day 365 days a year without fear of being switched off, turned over or Tivo tuned out. But what you see is what you get and if you see nothing you get nothing. I’m staggered by the number of posters that are designed so that they can’t be read. No other medium, even in really inept creative hands, allows such a total demonstrable waste of clients’ money.”

From October Adshel will also be running a series of seminars designed to show clients how to make the perfect six sheet poster.

Adshel: 020 7287 6100 www.adshel.co.uk

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